Алешина И.В. Поведение потребителей

Подождите немного. Документ загружается.

18.1.  (B2B)  419

   ,     -

 1—2 , . 

  .  1990-.  476 . 

[Pride et al, 1995, p. 199].     

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

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

       

,  250 .; , 

     

.       

2,4 ,  18 . , 

,  12 . , 

 —  40 . 

    

.

3.   (government markets) —

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

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

 () ,   ;

  . ,  ,   

. ,      ,

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

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

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

.

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

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

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

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

 .    

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

, , , ,

, . , , 

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

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

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

,     

  2005 .

      .



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

 2004 .   Eurocopter,  

 EADS !., 6  2004 ., . 16]

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

, ,   (

,

420  18. 

, , ) —   . 

     

.

4.     (institutional

markets) —  ,    —   -

. , , 

, , , ,  . 

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

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

   ( , )

     . 

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

  ( , , , 

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

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

  .     

.



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

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

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

, . , , 

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

.

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

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

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

.

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

.      

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

, ,  (, ,

)  1997 . North American Industrial Classification System

(NAICS,    ,

vAvw.census.gov/eped/www.naics.html).    

        SIC

(Standard Industrial Classification System).  NAICS   -

   . , 

       334,

. 

 : PRESSI ( HERSON )

18.1.  (B2B)  421

  () (www.standard.ru/classif/okp),  -

    . 

  - UK SIC (www.statsbase.gov.uk). -

      

 (europa.eu.int/comm/eurostat).

 — -

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

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

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

  ,    -

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

      -

  (    )  

 (      ). ,

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

, ), ,   

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

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

.

    

 () 

 (  ).   — 

 , ,      —

, , .   -

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

    .  

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

 — , , , .

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

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

, . 

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

      

.

   ,  ,

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

. , , 

,      . 

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

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

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

 Procter&Gamble  

422  18. 

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

.  -ment)

    ,  General

Motors, Ford, Wai Mart , 23  2001 ., . 8].

      

  CommerceOne TradeXchange 

 General Motors  400 .

 [PC Week/RE, 14  2002 .].  

  (Support Chain Management, SCM)

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

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

.

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

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

    . 

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

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

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

.

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

, 

.

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

      -

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

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

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

 B2B:

1.     )  

  ,    (. 18.1). ,

,      

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

      .  

  ,     

   (,   

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

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

   .   

 — Boeing  Airbus 

 2001 . 

.

 : PRESSI ( HERSON )

18.2.  423



















-

, -

-

, 











-

 (-

, -

-

)

. 18.1. 

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

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

,       . 

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

.

2.  , 

    – . , ,   

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

   .   —  

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

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

.

    250     

  .    

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

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

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

.

3.  .       

     .    

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

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

   

.       

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



424  18. 

. ,

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

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

,

4.      

  .   

      

.

5.  , 

.  

     .

.

6.      ,

,  ,   

       

. 

     

  —  

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

.

7.     

   .  (

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

.     ,

   ,  

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

.   ,

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

. 

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

 ,   ,  

,   (buying center).

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

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

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

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

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

.

8.    

    . 

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

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

     

.    

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

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

 ,    

.

 : PRESSI ( HERSON )

18.2.  425

      

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

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

    ,     -

, .

9.     

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

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

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

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

.

       

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

     

    ,     

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

.

     

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

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

       

.

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

 (. 18.2), 











/ \









 -

















. 18.2. 

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

426  18. 

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

   , .  ,  

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

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

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

, . , .

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

  .   

. 18.1.

.1  18.1. 

 (B2B) 













-











, , -



  -

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





, 





-







,









-



-

-



 

  -



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

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

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

.  —   , 

     . 

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

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

.

 : PRESSI ( HERSON )

18.4. ;  427



/





























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

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

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

. 18.3).   (organizational style) —  

 ,      

,      . 

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

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

, 

   .  

  —   ,   ;

 () , 

.

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

  (organizational style)  

 (. . 18.3),    ,

, ,





428  18. 

 ,   , ,

, .

    (organizational

objectives/ activities) 

. , ,  ,  -

,   , , 

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

, . 

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

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

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

.   

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

, ); 

  ( —  — 

 —  — );  .

     

 . , , 

     (), 

  ,    

.

  (organizational values)

. 

      

    . 

 ,   ,

    

, . 18.4

[Hawkins et al, 1995, p. 555]. ,    

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

, .

1. 

2. , 

3.  — ,  — 

4. 

5. 

6. ;  «» 

7. 

8. , 

. 18.4. 

 : PRESSI ( HERSON )