Алешина И.В. Поведение потребителей

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17.4.  409

















 •



 • 





* 

•  •

 •



 «»















• 

• , 

 • 

 •



 «»

•  •

 •



 «»

. 17.2. 



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

     [Hawkins et al.,

1995, p. 523], . 17.3.

  —    

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

 .     

, -



--------------------------------































-









-









. 17.3. 

410  17. 

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

    

.

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

 — 

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

. 

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

    

.

   

  :  ,

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

    

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

.

    , 

  .  

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

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

. 

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

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

  «   ».  , 

      

    

.

   ,   

  .    

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

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

.

   

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

. , General Electric  10 .

  call-,   

,  800-, 

3 .

Procter&Gamble  

     ,  

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

. Burger King  4 . 

 24-. 65%  —

  , 95%  

   .    , 

, 25% 

    

     [Hawkins et al, 1995,

p. 525].

    

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

, 

 : PRESSI ( HERSON )

17.4.  411

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

  .    -

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

.

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

  —   

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

 Gazeta.ru —     .

      

   (,

, , , ,   .)

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

   . 

 ,  (

) .

    

 ,   

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

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

 — ,  — .

     

   Fujitsu-Siemens.   

   Ajnazon.com     -

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

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

    CompUSA

(www.compusa.com) —     

  .    

    

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

.

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

   

, . 

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

.

. 17.4 

 [Hawkins et al, 1995, p.

526].

    (total buyers)  

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

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

412  17. 

. 17.4. 

(satisfied buyers) —  .     ,

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

 (repeat purchasers), .   .

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

.

     

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

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

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

     

 «   ».  ,    

.



   ,  ,     

» .     , 

 .     

      (committed

customers),  «» ,   «» .

 — -





 : PRESSI ( HERSON )

 413

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

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

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

).

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

, , , : «!»,  «

  ».     ,

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

   (, ,

,   ).  -

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

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

).

      

  ,  .  

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

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

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

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

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

.

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

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

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

         -

.



1.     

)       , 

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

, , ), 

:



;

 ;

 ;

 ;

 ;

 ;



;

 ;

 ;

 ;

 ;



.

       

?

414  17. 

2.    

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

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

, , , , ) 

.

 

?

3.    

  ,   

  (  , ),   

.



   ?

 : PRESSI ( HERSON )

 V



:



 V

 18. 

18.1.  (B2B) 

18.2. 

18.3. 



18.4. ; 



18.5. 

18.6. 



 19. , 

19.1. , 



19.2. 



 : PRESSI ( HERSON )

 V. :



 18. 

18.1.  (B2B) 

  B2B, business-to-business, -

) —  ,     

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

.     

.    B2B —  

. 

     (,

,   ),  

, .

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

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

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

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

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

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

, ,   -

      , 

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

     — 

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

. , 

 , —  .   

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

.    ,     

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

 .  ,    

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

.

   B2B 

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

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

, . 

    

 ( —  —  —  —

 — ) , , , —



418  18. 

 B2B    ,    .

 (

40—50%),      ,  

.

  B2B     -

.      ,  

B2B  2005 .  6 

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

(www.ftc.gov/bc/b2b/).



       

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

   .    

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

   ; ;  ;

, .

1.      [producer

markets) —    .   

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

      . 

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

   .    

  —    

, , , , ,

),    — ,

, , ,

, , , ,

 ,    ; 

;   . ,   

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

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

    .     

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

»        

.

2.  (reseller markets) —    

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

         

.  (,

)      .

, 

 : PRESSI ( HERSON )