  
 


 
       :   .  , ,   -,   .        .      (   )?

        ,           .        .     ,     -.

    , ,      MBA.





 

  



 c   Pearson Education, Inc.



Authorised translation from English language edition, entitled MARKET-BASED MANAGEMENT, 6thEdition; ISBN 0130387754; by BEST, ROGER.

Copyright 2013, 2009, 2005, 2004, 2000 Pearson Education, Inc., publishing as Prentice Hall.

All rights reserved.

No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage retrieval system, without permission from Pearson Education, Inc.



  .                     .



Pearson Education, Inc., 2013

   ,    , .  ,   , 2019


* * *


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   ,    ,    - .

  

     ,      ,          .       .           ,      ,   .    ࠖ           .   :        ,     ,     ,        ,   .

          .      ,     ,  ,    ,          .          ,     ,     .     ,      Stericycle,            .   蠖        .           .

       ,      .    ,  ,     ,          ,         .      ,         .    ,      ,        . ,  ,                . ,     .   ,         .

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      .      ,      ,    ,       .          :  .  - (  )         .         .

    .       ,   ,        .    ,             . , ,           .    ,   .

,               .



 ,
  ,
 




   







          ,    .       (I (#chast1))    (II (#litres_trial_promo))     ,     .              (III (#litres_trial_promo))    ( IV (#litres_trial_promo)).        (V (#litres_trial_promo)).

        ,     ,    .




 I.     








   ,  ,     ,      ,   [1 - Frichol M. Marketing in a Market-Driven Company// TheMarketing Mlange// http://marketing.infocat.com/2009/02/marketing-in-market-driven-company.html (http://marketing.infocat.com/2009/02/marketing-in-market-driven-company.html),    2016.].

       .          .    堖   ,       .     ,         ,  ,    ,   .  ? ,           ,    .

 I      ,  ,       .  1 (#glava1)                  .                ,       .          ,               ,       .

        ,     .   ,    ,  .       ,   ,            ,       .             ,      .                2 (#glava2).




 1.   ,      


 ⠖      1.

   ,   





   

       .    ,         ,     .

       :           .                    .







      ,       .  ,  Sears, Kodak General Motors, -  ,    .          ( ),         .        .  ,  Intel, Dell, Microsoft Wal-Mart    1990-, Google, Apple Netflix 2000-,   ,       .  ,  .



 ,     ,      .

              .

  , ,       ,    .



    ,        ,   . -,    ,   ,   ,    .




    



,       ,   .  ,       ,          .

,          ,       ,     .     ,  ,     .     ,   .         ,     .

   堖       .          .               .        ,    ,     .         ,      .

      , ,        .        ,      . ,   ,    ,      ,       .          ,     .           :          ,      


.




    


,            ࠖ     ,      .      ,  .           .

   .1.1      ,  ,              .     :      .  ,     , .        


.                 .     ,          .     -   ,      .  ,          .      ,           .         .






.1.1.     






  ,    


  ,   .1.1,           ,       .              .        ,         .         ,   ,    ,  ,      .


   

    (The American Customer Satisfaction Index, ACSI)        ,         .         200 43.   ACSI               ,     . 1.2 ,               


.






.1.2.       



          1,        .           100.              30010.               10- .        500    Standard & Poors (S&P)  100 200.

           .   ⠖   ,   .           ,       .      .    ,    ,    .




   


     ,        .    .1.3,     ,       ,   ,   ,        .         ,        .        ,   , ,        .       .






.1.3.   ,      




    

         .     ,  ,          :   ,       .   .    ,   .   -       ,     ,         頖     .         .

1.  .      .      .            , ,      .    , ,  ,   .    .         ,      Southwest Airlines 2008.



      ,       ,     ,      .       . ,    ,     2008.,    ,       


.


Southwest Airlines     .     ,       ,   ,   .  :      ,   ,     ,        Southwest  .

2.     . ,  ,  . ,   Starbucks[2 - Starbucks      -    67,  .  1971.]      4           .   Waste Management[3 - Waste Management    ,     .  1968., -  .],  -,      ,      ,    .      ,           .   :     ,    , ,        -      .  ,         ,      


.

3. .    ,   ,      .  ,      ,     ,      . FedEx[4 - FedEx ( Federal Express)   ,  ,       .  1971., -ࠖ .]    10            .  ,  Worthington Steel[5 - Worthington Steel    Worthington Industries ( 1955.),    .],    ,     ,    .   -  ,     ,     ,   .


 



 8%            ,    80%  ,       


.


                ,      .         .   ,   ,       ,       .            ,      .    ,           .      ,        .     ,          .

1. .       .   Intuit,  QuickBooks    ,      ,    ,       .         ,          ,           .     ,      ,   ,  ,   , ,   .         .

2.  .         ,  ,   ,   .       ,     :     ,    ,     . ,  General Electric     ,  ,     ,     . 3M[6 - 3M ( Minnesota Mining and Manufacturing Company)      - -.  1902.,         (   ,  , ,  ,  ..).]         ,          .  ,     ,      . Apple       ,        . ,  ,       iPod, iPhone  iPad.

3. .             ,         


.  ,     .                  .  Dominos Pizza   , ,      ,   .  1    18,4%,   3,2%


.        ,          .


,   

    頖 :  ,  ,       ,  ,   ,      .  ,   ,    ,     , ,       .        . ,             , ,        ,    ,  , . ,      ,     .                 


.

1. .   頖      .    ,    (   ) ,       .     ,      .



   .     .     3     ,   .

 ,  Enterprise Rent-A-Car




Enterprise Rent-A-Car[7 - Enterprise Rent-A-Car         .  1957., -ࠖ -.],   6500   600000,      .         ,     .    ,        .  ,    ,   - ,           .   ,    ,    - ,      . Enterprise     ,    ,         .    ,       ,     .

2. .      ,       .        510 ,    .         ,         . , Netflix[8 - Netflix   ,            .  1997., -ࠖ -.]      7285%.         ,         


.   ,                .

3. .          .   ,   ,       .         .                .

,      ,   ,   : ,   ,         ,       .     ,        .      ,     ,    ,   ,  .




 :    



  1.4,               ,      


.          ,      ,         .       Southwest Airlines  ,        .       Apple (  ).          ,         .       ,       ,   ,      .






.1.4.    






   


     .  頖    ( (CSI customer satisfaction index.)).        6- ,         .   ,       0 (  ) 100(  ).








       ,      . ,    100    72.              .   , 72,    ?         ,     . , , 72,   ,     ࠖ 62.            , ,         .           ,     ,      .      ,          .     ,           ,    .




    


   ,  72 (  100),       .              


.                ,    .    .1.5,  , 72,     ,  80%       20%    , : 72= (25? 100/ 100+ 35? 80/ 100+ + 3? 20/ 100+ 2? 0/ 100). 20%  , ,   , 20%       .      ,  蠫  .






.1.5.     



  蠖              .    ,     ,         .     ,       ,   .  ,    ,            .

    ,      .  ,         ,        - ,     .    ,   ,  , .

        頖    .          ,    .        ,             .




       


                   .       


.    .1.6,         655.[9 -     : (   1?   1)+ (   2?   2)+ + (    n?    n)/100.    : ((1200? 25)+ (800? 35)+ (300? 20)+ (80? 15)+ (60? 3)+ (50? 2))/ 100=654,8,  655. . .]        1200. ,     .






.1.6.      



         


.      250.,       堖 620. .      ,  ,         .

    ,       ,          .              .    .1.6,  ,       .

 ,                .         . ,          (   )     , ,     .1.6,     72  78%,     蠖  250  339.                   [10 -          : http://www.mbm-best.com/nav.cfm?A=N&C=1&P=3# (http://www.mbm-best.com/nav.cfm?A=N&C=1&P=3).].




  


    ,      .    .1.6,            ,       .

,           , ,   ,     ,  蠫 .     ,   .    :         ,       ,   .

       ,    .  ,         


.    .1.7, 27000     22400, .. 83%.        ,       :         810.






.1.7. ,       



  1.7,      ,   .   100000, 70%   , 30% .     30000     ,     . 70000     7000.  23000  ,      .    10% 30000  , 80%   (2400)  . 90% (27000)  ,       17% (4600), 83% (22400) .   ,       75% ,    .




     


    :          .      810 . ,  30000     250000.     ,        ,         


.

 ,  蠖 Twitter, Facebook YouTube,      Yelp Groubal             ,       


. ,         ,     Facebook.     10000,       .     ,       20 


.

 ,  ⠫,  .          .      Dell Comcast,     .       ComcastMustDie.com (http://comcastmustdie.com/) DellHell.net (http://dellhell.net/),      ComcastCares (Twitter) DellIdeaStorm.com (http://dellideastorm.com/),      .

          .  2010.  Frys Electronics[11 - Frys Electronics   ,  ,     .  1985., -ࠖ -. . .]      ,    . 1100         Groubal.com (http://groubal.com/).     Frys     ,      


.

   ,        .   Dominos Pizza


.  ,    ,     20%  .    80%    24.      ,    95%  .        24  ,      46%.

  ,   ,   ,       ,        .  -     ,        .




    


MBNA America ,         .   1990-   ,     . 300,   , ,    ,        .     MBNA America  90%.         .         95%.    ,    16-  ,       38-  4-


.  ,      ,    ,       5%.      .1.7 (#ris1-7),    .       ,    ,    .




    



 ,   . 1.1,         .1.7         .    ,        ,          .



 1.1.     






     .       (70%)  ,     74,4%    80%   .     (        )  24,5 .,           1,7 .            ,        10,5 .       10 .,  70%-           5,7 .      6%.

              10%     ,       80%.          .  .       ,     .       ,     .           ,    .

              8,59,9 .    ,       ,  1510 .           23,519,9 .

          ,      .       . ,     ,       .  ,    ⠖   .




    


        .       


. ,            .    ,         .  ,     (, ,    ),    .          .     ,   ,     ,         .      ,        .        ,   ,              .       .              .


   

,     ,     ,      .                .     ,    .1.8.






.1.8.    






      


           .        ,     .           ,      .

      , , ,            .   ,         .  ,  ,  ,     ,      .               -. ,    ,       .    -蠖  NewYork Times,              


.      (  )  94%.        80%.

    ,      .                ,       .           :       .

,      50%,       .     ,   ,     .



    =1/ (1   )= 1/ (10,5)= 1/ 0,5= 2.


          .   ,     .    .1.9,  Netflix      20022006.


         3,66,7.






.1.9. Netflix:     



,           80%


.     ,   .   -        90%,     10-   .  ,     ,     .




     


   Lexus,   45000.    5   30 (7),     300000.  Lexus      ,    250000.  .       ,    ,      . 1.1 (#table1-1). ,   ,     ,                      .        5  ,    .

  1.10             .          51. .           :     30.   , 42.   44.  .          55.  ,     .            -  .        106. (55.  ,   , 51.     ).         5.     80%.






.1.10.      








                    ,   .1.10.  51.   ࠖ  .     30.,  . 30.,   ,  30.,  .       ,  10%.    1.,   ,  0,909 (,   1.    10%).  , 30.,     ,  27,3. (30.? 0,909).      ,   ,       .       ,      111,7.         .        ,    (  )    .     ,       .

   ,     (  )     ,      3-  (.1.11)


.        ,    .   3         17,25.,          3     25,77.      :  3   80,79.






.1.11.     






 



          .        ,   ,     .       ,     ,        .

 ,      ,       .         ,      ,    ,            .            .

         ,     ,    .    ,    


.        ,      .   ⠖  ,    .            ,         


.    ;  ,   ;  ,   ;    .        .




  


     ,   . 1.2.           .           ,    0100. ,  80,   ,       .



 1.2.  :   







  = ( +  +   +  +  )/ 5.





100()+ 50()+ 100()+ 100()+ 50()= 400/ 5= 80.


    ,          .     ,  頖 .          .

        .        ,        .      .

       ,       - .      ,   ,    .            .

      .            ,     , ..       .          .

        젖    ,   .             .        ,       -    .    , ,   .        ,     80    .




  


       頖 0100.                  .

    . 1.3           砫     50. 60%  ,       . 40%  ,  .        ,     .          ,   . 1.3,           .     ,  ,  .         ,                


.



 1.3.   





 

      100  , ,  ,         堖 ,    -       .   ,      70100. 20%       . 1.3   .         ,        85.       .      .



 :  






       ,   


.       . ,   Marriott            .      .      ,      


.       .         ,       ,         


.


 

   .          .  -   ,       - .       ,     ,      .

        ,          .      .    .1.12,              ,  ,    .     1520%   .        5069,        .       .






.1.12.         



 :  






                .      ,      .         ,       .       蠖       ,     .     ,         


.

  ,            ,          .




軠       .        ,          .      ,       . ,   ,  Microsoft Office,   ,      .        (    )       ,       .     ,   ,      .            .     .



:  






  1.3 (#table1-3) ,                  .             (  .1.12 (#ris1-12)),      ,      . ,  -,           ,     .  ,       ,    .

      ,  ,   .    ,    ,    . ,   ,      ,        ,     .


 

     ,        ,  ,  ,   .                   .   ,            .       (     ).     .     ,     .         .     1520%    .



 :  






         .         .          . ,       .    ,    .

     ,          .     ,   ,  -  ,   .     


.       ,  ,     ,   .    .1.13,  5               2,4     .    ࠖ         .






.1.13.        , .




 

   -     


.    ,  ,    .     ,         (..1.12 (#ris1-12)).     3035%     .  ,      ,            ,     .     ,          ,          .  ,    .           .     040,           ,    .



 :  






          蠖   - . ,    ,    .       ,    ,     


.     ,   . ,       ,    .

      .     ,   .          . ,        ,    ,    .   AT&T[12 - AT&T   ,     .  1983., -ࠖ .], 1,7           


.

    ,             .  ,    ,        .       ,           .      .



 ,         ,     ,      


.

-  ,     MediaOne

             


.      ,   .    ,     ,             .        ,         .           .

      . -      ,     .         ,      .   ,    .




  


   蠖       .                  .       ,      .            . :    c           .

       ,   ,     ,   .               . ,  Scott Trade,    ,     7.     ,    ,  .   SprintNextel   20.      10.    ,  .

 1.14,         .       ,    .  ,                  .     ,         .






.1.14.    









     ,     ,      .                 .   ,              .          ,   ,       .    ;          ,         ,    .  ,   ,  ,   ,        .

 ,         . ,        , ,          ,   ,      .     ,         .     ,      :        .  ,     ,                 .

       .              ,      .     ,   .     6775%       34.  ,        ,    ,          .  ,       ,   ,     - .

    ࠖ     .        ,   ,      ,      .    .   ,           .          ,           .       ,          ,       .

   -,     .     ,      ,      ,    .  ,                ,   .

      ,       ,   ,   -      .                  (  ,   ).                ,    ,    .

   .      ,   ,       ,   .        ,  ,    .         .     ,       ,      .   蠖               ,       .


    

1.   Enterprise Rent-A-Car   ,  ,    1?

2.             Southwest Airlines   ,   ?

3.    Apple    ,   ?

4.                ,      S&P500?

5. Lexus     .         ?

6.  Lexus      80%,             ?

7.          2 ,     (..1.8)  ,      6750%,        ?

8.             45?

9.   Apple       ,   ?

10.       ⠫?             ?

11.         McDonalds,      ?

12.       ?

13.             ,      ?

14.          ?

15.     ,   ,         ,   ?




      

        ,    ,    ,        .    www.MBM-BEST.com (http://www.mbm-best.com/).   ,          .         ,     .       1,     .

1.1.     (.1.6 (#ris1-6))

A.              ,  10%   , 35%  55%  ?

B.            ,        35%  , 35%  30%  ?

1.2.     (.1.7 (#ris1-7))

A.     ,      15%,     85%?

B.     , ,     ,     1050%.

1.3.         (.1.13 (#ris1-13))

A.          ,     54?

B.       ,     56,       6 60.?

1.4.     (.1.14 (#ris1-14))

A.           25%  25%  ?

B.           : 30% , 35% , 5% , 20%  10% ?





 1.1.   





   :








 Ѡ   1.,

N      1.,

Ġ   (     ).

 I: N= 5, Ġ= 10%








( 1.,   5,   0,621.).

 II: N= 2,33, Ġ= 10%








( 1.,   2,33,   0,801.)

   1 (#litres_trial_promo)




 2.     



        ,      


.



     .  ࠖ    ,    .      1 (#glava1)     .    蠖  ,     .

   ,              .             .        .   ࠖ     .








 



BioTronics,     390 .,       .          .           ,       .  ,        ,        57,5 .   .

  . 3                .    .2.1,   BioTronics  6,314,1%,     5,714,8%.



 2.1.    BioTronics






     BioTronics   5?

   BioTronics  ?

  BioTronics     ?

  ,   BioTronics   3  .           ?        BioTronics:        . ,  ,  ,         ⠖     .     ,  ,    .   ,      ,  ,  ,  ,       . ,     , , ,  ,         .

  ,    (  ) , BioTronics    (  )  41 .  3;   ,        .    ,         .   BioTronics       ,       ,      ,       .




  


    ,           


.       ,    ,   ,      .

 2.2  ,       BioTronics,     . 2.1.     


. -,   BioTronics  ,   ,     ,    .2.1.    BioTronics   .     108,5%.    : BioTronics     ,    ,      


.






.2.1.          



 2.2.   BioTronics






-, ,     ,     .    ,    BioTronics .           .      ,  BioTronics     ,   .

-,     (, -   ),        ,     .

  ,   ,    ,    3-  BioTronics.    ,     ,        .    BioTronics ,        . ,    ,     ,         .




 ,    


           ?   10%           ,            .       10%         ,   . 2.3.



 2.3.  ,     




*     . 2.1 (#table2-1)       .2.3



  ,   ,           (17%)       ,    .         41 .  ( ).  ,      .      3- ,        ,     .     BioTronics    ,     ,     3   100 .

 BioTronics       .         .        , ,  ,  ,    ,     ,             ࠖ .          ,  ,             .          .




 



蠖     .  2.2   ,    ,        .     ,          ,   .      ,      .     ,     ,    ,       ,        .






.2.2.     



 ,   . 2.4,      ,         ,    ,  .         ,    . ,     10%  ,      ,       1,0,          .     67% ,        3.        , ..           .     ( ROI)   150% ,    ,      ,   1,5.    . , ,      40,           40%.



 2.4.  /  / 






         . ,      ,  Conference Board, 51%    ,        


.




     


         ,  ,   ,     .2.3.        .           ,         .   


,    .2.3,   .     ,       . ,        ,  ,       ,       .






.2.3.    



  ࠖ   ,    .             


.

    (     ), ,    ()   


.

    .  ,        ,   ,     .       .      ,          . ,       ,    ,    .   ,    ,         .    .2.3,         .

1.,   ,         . ,       蠖 ,          .    .2.4,       ,    .     6 (#litres_trial_promo)  15 (#litres_trial_promo).  ,      ,   3 (#litres_trial_promo), 6 (#litres_trial_promo)  15 (#litres_trial_promo).






.2.4.         



2.,   ,        .   1 (#glava1)        ,      3 (#litres_trial_promo), 9 (#litres_trial_promo)  15 (#litres_trial_promo).   ,      . ,    .2.4, ,    ,    .

3.              ,  ,  ,      . ,  .2.4      .         4 (#litres_trial_promo), 6 (#litres_trial_promo)  15 (#litres_trial_promo).

4.  .    㠖     ,         ,    .     ,      , ,    ,          ,          .            ,      .                   :         (ROS Return on Sales).




   


      ,     .    . 2.4 (#table2-4),        ,   ,      ,     , ,  ,  ,    .

          .        ,    ,         ,       ,     ,   ,      .

            .      ,   ,          .    , ,               .




   


        頖 ,  堖 ,    . 2.4 (#table2-4).   ,      ,            .  ,        ,          .        ,   ,      


.




  


   頖       


.

  ,   ,     ,    .     :      


.         .

  ,   ,    ,    ,    蠖   .     ,   ,    ,       .  ,     ,       , ,    .

,    ,  ,           . ,      ,   ;  ,       , ,       .   ,     ,     .   , ,   ,      ,     .         ,   ,      ,  -  ,      .

   頖   ,        .        ,            


.

,        ,   ,  .      .      ,       ,       -    ,      .             .




   頖   


   ࠖ   .                 .      , ,        .               .  ,    ,            ,      .

               


.

   .2.5    Santa Fe Sportswear ,           .            :   ; ,     (Selling, General and Administrative expenses, SGA);   .       . 2.5.






.2.5.          



 2.5.   






 =   栖  SGA   = 125 . 76,5 . 23,5 . 15 .= 10 .


          SGA        ,       .2.5


.

     (Marketing and Sales Expenses, MSE)     , ,   .       ,       - .     ,         ,           .



 =   栖  SGA   =   栖      蠖       = 125 . 76,5 . 18,5 . 5 . 15 .= 10 .


          ,        ,             .

    ,          .



   = (蠖   )/ ? 100%= (125 . 76,5 .)/ 125 .? 100%= 38,8%.


        ,          .          ,       (      ).



 = ?         蠖       = 125 .? 38,8% 18,5 . 5 . 15 .= 10 .


         ࠖ     (Net Marketing Contribution, NMC).      Santa Fe Sportswear  .2.5 (#ris2-5),     NMC  .       (      ),    ,       ,         . NMC     ,          ,        .     ,          .



   =   ?         = 125 .? 38,8% 18,5 .= 30 .


 NMC  Santa Fe Sportswear,  30 .,     125 .     38,8%.   (48,5 .) ,    ,   18,5 .     .          ,  30 .

NMC   30 .   ,    .2.6.       .  Santa Fe Sportswear 30 .     5 .     15 .   ,    10 .  蠖       (Income Before Interest and Taxes, IBIT).






.2.6. Santa Fe Sportswear:      





 =    頖       = 30 . 5 . 15 .= 10 .





    



    ,   ,          :  ,         ,     NMC .  ,       ,      ,    :   , , ,   ,    ,   ,       .    .2.6, ,         .




     


             ,    .  ,   . 2.6,             .                  ,    .              66 81%,     74%.          ,          75%.



 2.6.     ,    ,    







  


      ,          ,        .     ,   ,    ( ROS)      (Return On Investment, ROI).

  栖   (NMC)     .  Santa Fe Sportswear      24%,    .   ,                    ,          .



  =    / ? 100%= 30 ./ 125 .? 100%= 24%.


    (ROI)   (NMC),          .  NMC       ,      


.   Santa Fe Sportswear    162%.



    (ROI)=    /     ? 100%= 30 ./ 18,5 .? 100%= 162%.


 ,    ,  Santa Fe Sportswear    ,   1,62.   .        ,                , ,    


.

  2.7,     ,     ,         ,      .             .       ,       ,    ,                    .  ,      ,    (ROS)      (ROI)       .






.2.7.     






     



 Santa Fe Sportswear      ,      125 .     ,     .    c    .          ,     . 2.7,     .



 2.7.   






          .      ,   .         .


   ?               ?

       ,        ,    ,           :      ,     . 2.7.

       .         ?        (1 .),         1 . ,         ,  2 .       ,          1 .           ,     ,     .         ,  ,     


.



 =  NMC   젖       = (NMC 1+ NMC 2+ NMC 3+ NMC 4+ NMC 5)       = (15,5 .+ 6 .+ 5,5 .+ 1 .+ 2 .) 5 . 15 .= 10 .


,   ,            , c    .     ,           1 .,       20 .        109 .  ,       ꠖ    ⠖     7 .



 = (NMC 1+ NMC 2+ NMC 3+ NMC4+ NMC5)       = (15,5 .+ 6 .+ 5,5 .+ 0 .+ 2 .) 5 . 15 .= 9 .





  :   


         :           ,     .        ,    NMC     ,         .       NMC    .

 㠖         ,            


.     ,          .



   =  ?  ?   ?   ?        = ?        .


  (.)    ( ,   ).

  (%) ,     .

   (.  .) ,      .

  (1%) ,                ,   .       ,       .

      .        :



  = (ࠖ  )/ ? 100%.


     (.)     ,     .



        ,     .        .             ,            .        ,  .    ,    ,       .         ,      .

           Santa Fe Sportswear.    . 2.8   .2.8,    60 .      (12 .),   (12,5%),    (80.)    (50%).       40%        24 .           (8,5 .),          15,5 .



 2.8.     









.2.8.  ,  : 



          Santa Fe Sportswear    :








   (ROS)    25,8%,      (ROI) 182%.            ROS (24%) ROI (162%).    . 2.8 (#table2-8)  .2.9,            .      : ROS  36,7%, ROI 275%.        .






.2.9.       






  :   


      .       . ,      ,         ,           .    ,       ,    ,      .        ,     ,   .

    ,        ,   .  ,  ,    .     ,       .   蠖 ,         .

         ,    ,           .   ,   ,    .

 2.9 ,    Santa Fe Sportswear   .  ,   ,     ,     ,  ,       .      ,   ,   .     .  ,       . 2.8,      ,      .  ,       . 2.9,    ,      ,  ,          .   ,        ,   ,   ,   젖    ࠖ  .         . 2.9   NMC,              ,      .



 2.9.     







    



      ,         ,  ,  ,    ,   


.    .2.10,    NMC      ,   . NMC     ,      .        ,    .






.2.10.     



   Santa Fe Sportswear     (.2.9 (#table2-9)).    NMC   15,7 .,      56,7 .,  40% 7 .     .        : 7 , 9%  ,     180. 50%  .








  2.11 ,               .             ,  ,   ,   ,  ,    ,          .      ,   .2.10,  ,         Santa Fe Sportswear.






.2.11.      






   


             . , ,        ,         .              .    ,        ,   .        ,  NMC,     ,  NMC  .

,    Santa Fe Sportswear,   , ,          78       1 .        Santa Fe Sportswear  9%,      630000720000, .. 90000.                  ?




  .


   .

   ,     (https://www.litres.ru/rodzher-best/marketing-ot-potrebitelya/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Frichol M. Marketing in a Market-Driven Company// TheMarketing Mlange// http://marketing.infocat.com/2009/02/marketing-in-market-driven-company.html (http://marketing.infocat.com/2009/02/marketing-in-market-driven-company.html),    2016.




2


Starbucks      -    67,  .  1971.




3


Waste Management    ,     .  1968., -  .




4


FedEx ( Federal Express)   ,  ,       .  1971., -ࠖ .




5


Worthington Steel    Worthington Industries ( 1955.),    .




6


3M ( Minnesota Mining and Manufacturing Company)      - -.  1902.,         (   ,  , ,  ,  ..).




7


Enterprise Rent-A-Car         .  1957., -ࠖ -.




8


Netflix   ,            .  1997., -ࠖ -.




9


    : (   1?   1)+ (   2?   2)+ + (    n?    n)/100.    : ((1200? 25)+ (800? 35)+ (300? 20)+ (80? 15)+ (60? 3)+ (50? 2))/ 100=654,8,  655. . .




10


         : http://www.mbm-best.com/nav.cfm?A=N&C=1&P=3# (http://www.mbm-best.com/nav.cfm?A=N&C=1&P=3).




11


Frys Electronics   ,  ,     .  1985., -ࠖ -. . .




12


AT&T   ,     .  1983., -ࠖ .


