Алешина И.В. Поведение потребителей

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1.2.  31

(«»).  — 

, 

.

,      , , 

. 

     ( 

)  (, 

).

 (B2C)  (B2B) 

 , , ,    

. , , ,  

  —  . , ,

   (, ,

) — .

     

.  (consumer

marketing, to consumer, B2Q)    

,    

 .       

(business to B2B, industrial marketing)  ,

,  .  

      

 job.  (, 

),      

, . 1.2.

       1.2. 



  .























































32  1. 

, , -

. 

     

, ), 

   .  ,  , 

   ,      -



.     

.

-

.        

.



1. , .

2.        :

,  (, ) 

  , , 

, )  ,

 ()     ,

 () ?

3.     Hawkins.

     

     ( 

), :

— ;

— ;

— ;

— ;

— ;

— ;

— ;

— ;

—   , ,

. .

4.      XX . 

    , ?

?       

XXI .?

5.     

. ?

6.   (, ) 

 .   

?

7.    

 .     

 ?    

?

 : PRESSI ( HERSON )

 2. , 



2.1. 



. -

       

.

 (exchange) —   

.     

      .

, :

• ;

•     ,   

;

• 

 ();

•  — 

;



.



 ,   ,

 ,    .   ,

  ,    :

 ( ,   , 

 ),  (  

), , ,  ( 

), .    

, .





Profit

Award

—

Costs,

.

 .

)

, 



.



34  2. , 

, ,    ,   — 

       

 (, , , , ,  

     , , ,

,    ).   

   .   ,

      

      .

  ( )    

 ( ,  )   

,   (),   

/  .

     , 

     . 

     

, ,  — .

       ,

, ,    

 (consumer value). 

  (, awards) 

 (costs) :

Consumer Value — Consumer Award — Consumer Costs.

, ,     ,

, .  —

, , , . 

, , ; ; .

, , , 

, .

  ,    

,       

  .     -

  ,  .

 ,  

, , .

  ,  

 —     .   



 : PRESSI ( HERSON )

2.1.  35

  , . 

    (equity theory).

  ,     

 «»  — ,

    «»  

,    ,   

.     



 A =  B

 A  B

     ,   

  ,     ,  

    B,   

 B.        

.        

, 

.

      ,

,   .   , 

   :   

 , ,   a

,  , ).  

      

  .  ,  

, , , , ,

, .

        

   ,  

   ,    ( 

) .



      

. ,    

 ,      

  .  ,   

  .  

  ,      

  . ,    

 ,     

.

36  2. , 

    

    .  

      

 , . )   

. , , 

 .     

, 

. 

. ,



 1980- .,      

, .



  (transaction), . , 

 1000 , . -

, , 

. -

. , , -

 «»  

 () 

PCWeek/RE -

.

, 

, , . , , -

:

• ;

•  ()  ();

• ;

•  (relational) , . -

,  (discrete)  — -

, -

.



  ,   ,

     

 . ,  

  (,

),  .   

 — , , 

        

,       

-

 : PRESSI ( HERSON )

2.1.  37

 .   

  (customer mix) .  

      

 ,    . 

      , 



 . ,   

  ,   

 ,     

  «» (cost-benefit analysis), 

     (ROI, return on

investments) .

     (customer

base)     

      (customer

lifecycle value),      (customer

lifetime value).   —  ,

: ,     

; 

 (, , , , ,

, , ).

   (customer lifecycle) 

   ,   

,    

.

    

    (key accounts),

. ,

  20%   80% 

.      

,     

.

   

     ,

, , . 

     

,     

    .  

    —  

(marketing network).    

      

 — , , ,

,  , .

     

,   .  ,

.

38  2. , 

;

, call- 

  (relationships marketing) — 

    ,   ,

      .

      -

       , -

   .  -

     

.

       

,   .  , 

 ,   ,  

 ,   ,  

  .  (-

)      

.

, :

1)     ,    -

 (, 

 ),      

  ,   

 (,    -

) 

, );

2) , 

;

3)      

;

4)   ,

, ;

5)    

.

       -

     (loyalty ladder),  -

       -

 (. 2.1):

  (suspect) —  -

 — , .

   (prospect) —  ,

.

 : PRESSI ( HERSON )

2.1.  39

. 2.1. 

 (customer) — ,  

.

 (client) — ,  

   .  (advocate) —

 ,  

.

    

  ,  

   —    

  ,    ,  

      ,  

 .     

     .  ,

, 

        

.

    

 ,    

,    , ,

  ,  

. 

 ,   web-, 

   call-  .  

   , 

   , 

   (,

, , ). -







(

prospekt

)



(

customer

)



(client)



(advocate)

40  2. , 

     

,  

. ,    

     , 

.

Call- (Call Center, ) — 

,  (), , 

 . Call-,  IBM  ,

   .  

    

       [Dive,

2004, p. 83].   2003 . 700  call-

   80 .  

.   24   , 365   .

     ( 

 )   ;  

  20    ,  

 —  . Call- -

   

,  We£-

caHT.

 (contact center) —    -

,       ( 

call-),       

,  Web. 

, ,

  .  call-   -

.

Call-  — 

 .      

,      

.    call- ,

,

 () 

 ,       . 

      

,    . Call-

, 

  . , ,    -

 call-    ,  

 Amazon.com, Dell, General Electric, IBM, American Express,

Citibank. Microsoft  call- «

» —   (Bangalore)  2003 . -

, 

 : PRESSI ( HERSON )