FOLLOW MASTERS
CIP ) ISBN 7-80702 - 344-9 / :,2006.2......... CIP (2006) 080159 :960 640mm 1/ 16 : 52 :1350 2006 3 1 :5000 ISBN 7-80702 - 344-9/ G 223 ( 3 ) : 260.00
/ 2 / / 3 / / 8 / / 8 / / 12/ 4P / 22/ / 23/ / 31/ Perrier 4P / 31/ / 36/ / 37/ / 44/ / 44/ / 50/ 1
/ 58/ / 58/ / 69/ / 69/ / 73/ / 78/ / 78/ / 81/ / 81/ / 88/ A6 / 94/ / 98/ / 98/ / 109/ / 109/ / 113/ / 117/ 4C / 122/ / 122/ / 130/ / 130/ / 142/ 2
/ 142/ / 156/ / 156/ / 162/ / 167/ / 172/ / 172/ / 177/ / 177/ / 181/ 4R / 190/ / 191/ / 193/ 4R / 193/ / 202/ / 202/ / 209/ / 209/ / 222/ / 223/ / 232/ HPC / 237/ 3
/ 244/ / 245/ / 261/ / 270/ / 271/ / 277/ / 277/ / 285/ 4
Follo w M asters
, 1948,,, 12, ( ) ( ) ( ) 2
, ;,,, :, 4 P, 4P, 1964,,,,,,,,,,, ( 4P ),, 4P ( P ),, P, P, P,, 4P, 3
1. 2.,,, 3.,,,,, 4.,,, 5.,,, 4, 1.,,,,,, 2.,,,
,,, 3.,,,,,, 4.,,,,, 4P, 30,,, 1986,,, 4P, P,, 6P 4P, 6P 6P,,, 4P, ( 2P ),, : (1) 4P 6P,, 5
6,,, (3),,,,,,,, ;,,,,,, : 1.,,, ;,,,,, 2.,,,,,, 3.,,,
,,, 4.,,, 7
U. S.A TODAY) 1982 9 15,,, 5, 40,,,,,,, 100 80,, 1981,,,,,,,, 7,, 8
, (1),,,,,,,, (2 ) : A, B C, D E E 1988 1,, A (3),, (4), 21,, 14 3000,, 2.,, 9
,,,, 85%, 15% 1983, 1984 29.8%, 2,,, 1988,, 19% 3.,, 1982 9 15 1984 8 26, 25, 1.5 1984 8 27, 35, 1.75 1985 8 26, 50, 2.50, 50, 25 35 50,, : ( ) 25 ; 50 ; 2 ; 3.50 1985 11,, 10
11 ( ) 52 26 13 97.50 55.25 29.25 97.50 55.25 29.25 119.00 59.50 29.75 119.00 59.50 29.75 107.00 54.00 27.75 120.00 60.00 30.00 58.24 40.56 47.79 4.,,,, 1987 9 5,, 6, 50, 50,, 1988, 8 32,, ;, :, ;,,,, 1987 ;, ; 11
(7 4 ) ;,,,,,,,,,,, 12 1984,, 20, 1000 ;, 400 20 : : 2000 406, 2001 688, 1984 348 19770 ; : 1984, 2000 30, 1995, 52 ; : 2000 3, 1984 800 37.5 ; : 2000 300, 1995 7.8, ; : 1984, 69 10800 ; : 38000, 160, 1998,
, 3.56,, 2.8, 2001 10,,, : 1997,, GE, 1998 11 30, :,, 2000 5 19,, 2001,,,,,,, 1984,, 500,,,?,,,,,,,,,,,,, 13
14 (1) (2),, (3 ),,,,,,,,,, ;,,,, 21 29,,,, 2000,,,,,,,,,,,,
,,,,,,,,, 100% ;,,,,,,,, 1998 5, 11, 5 10,,,,,,,,,,,, 1996 3, 8% 18%, 100 850, 15
16,,, 2l, 29 4, 1996,, 60% ;, : 15%, 50 ;, 8 ;, 9 ;, 31 ;,,,,,, 2000 1600, 4000, 2000!, 8%,,,, 5% 15%, 1% 2%, 757 ( 757 ), 15 ( 120, 15 ),!,,,,,,,
,,,,,,,,,,,,,,,, 50,,,,,,,,,,,,,,,,, 17
18,,,,,,,,, 11976, 53000 ( 38000 ) 48,,,,,,,,,,,,,,, TCL,,,,,,,,, 2000, 102
3,,,,,,,,,,,,,, 1996 8,, 139, 23, 5, 5000,,,,,,,,,,,, 19
90, 3000,,,,, ;,,,,,, 8 ;,,, 1998,,,,,,,,,!,,,,,,, 20
Follo w M asters 4P
E E. Jerome MoCarthy), 1987,,, 1963 1964,, 1959 1960,,,,, : Steelcase, Dow Chemical, 3M, Bemis, Grupo lndustrial Alfa, 22
4P P 1960, 4P, ( product) ( price ) ( place ) ( promotion ),, P, 4P,,, : ( : ) ( :, ) ( : ) ( : ) ( : ),,, 23
,,, :,,,,,, 24, ;,,,, ( ), ( markup) ; ( cost based pricing),,,,,,,,, (value based pricing) ;, ( ) ;,,
4P,,,,,,, ( :, ),, (relationship pricing) ( pricing the relationship) :,, ( ),,,,, :, :, 25
,,,,, P,, (target audience) :, ( rebate) ( trade - in) (tie - in) 26
4P ( awareness ),, (image),, ;,,,,,,,,,,,,,,,,, M : ( mission) (Message ) (media) (money) ( measurement), : (inform) ( persuade) ( remind)??,,,,,,,,,, 27
28, : ( obiectives and task) ( reach ) (frequency) ( qualitative impact),,, ( recall ) (recog nition) ; ( per suasion score), ( brand preference),,, ;,, ;,,, 30%, 70%, (allowance) ( trade promotion),,, (consumer promotion),,,
4P,,,,,,,,, ;,,,,,,, ( marketing public relations, MPR), (financial PR ) (employee PR), {government PR),, PENCILS : P ( publications), E (events), N ( news ), C ( community involvement aetivities ), I (identity media), L (lobbying activities ),, S ( social responsi bility activities), 29
30, ;,,,,,,,,,, 30%,,,,,,,,,,, ( cost to sales revenue),,,,, ;
4P,,,,,,,,,, ;,,, ( segments of one, :, :, ),,,, Perrier 4P Perrier 100, 8, 000,,, Perrier 80%, 2.25 31
Perrier 29%, 9%, Perrier,,,,,, Perrier Perrier, Perrier,,, Perrier,,, Perrier, Perrier 0.69 0.79,,, 1 Perrier,, Great Water, Levi Strauss Bruce Nevins, Perrier,,, Perrier,,, Perrier Khisu, 1445 Seiong, Sejong Perrier,,,, 32
4P Perrier,,, Perrier,,,,,, 14 Khisu 2, Perrier 0.95 ; 21, Khisu 4.5, Perrier 3.1 Khisu? Perrier,,, Perrier ;, Perrier, PerrierT, Perrier PerrierT Perrier, Perrier Perrier,,, Julius, Caesar, Dracula, Socrates Poncede L eon, Dracula,,, :, Perrier,, 33
, 15,,, Perrier,,,,, 34
Follo w M asters
1956 :,,,,, 36
,,,,,,,,,, ( Segmenting) (Targeting) ( Positioning),, STP Market Segmentation,,,,,, :,, ;,,,,, 37
38,, 1.,,,,,,,,,,,,,,,,,, 2.,,,,,,,,,,,,,,,,,, 3.,,,,,,,, 4.
,,,,,,, 5.,,,,,,,,,,,,,, ;,,,,,,,,,,,,,, 39
40,,,,,,,,,,,,,, : ( ),,,,,, ;,, ;,,,, ;,,,, ( ),,,,, ;, ;,,
,,,,,, ;,,,,,,,,,, ( ),,,,, :,,,, ;, ;, ;, ;,, ( ) 41
( ),,,,,?, 42, : 4,, :,,,,,,,???????,,,,, :
,, 2.,, ;,,, 3.,,,,, ;,,,,,,, : 1. ( ),,,,,,, 2. ( ) ( ), 3. ( ),,, 43
(Huffy Corporation) 1928, 12 926, 26 393, 3 100,,, 1978, YLC,, 4100, 80,, 1982, 1972 1974,,,, 44,,, 1985 1990, 800 1 300, 1985 660,,,, ;,,
) ( ) : 1.,, : (1) 28,,, 26 24 20,,, (2),,, (3) BMX, 80, 2., 3 5 6 10 12 15 16 18 3., 4., 5. 6.,, 7. 2 3 8., 9. ( ) : 1.,, 2., 45
, 3.,, 4. 5.,,, 46,,, 1. : (1),,, (2),, 28,, 2. : (1), 10,, 90, (2),, (3),,,
3. : (1), (2), 80,,,, (3), : BMX ; ;, 10 28,,, ;,, (4),, 4., 50% : (1), 5% 10%, 300 1 200 (2 ) 40% 45%, 200 300, (3) BMX, 40% 45% 80,,, 50, 20 BMX 70 80 47
48,?,,,,,, BMX,,,,,, ( Quaker Oats Company ),,,,,, ;,,,, ( T. I. Raleigh lndustries, Ltd. ), 1984,, 245 1 400,,,,,
3%,,,,,,,,, :,,,, 1912 1984 72, (The U.S.Cycling Federation ),,,,,,,,,, 1984, 72 9, 2 23 13, 4 000, 100,,,,,,, 49
,,,,,,,,,,,, ( pmctor & Gamble), P&G,, 103000, 249. 35,, 1837,,, 160, P&G,, P&G, 300, 50 500,,, 300 140 20,,,,,,,
, 133 3,, 10 : 34.8% 16.3% 15.6% 9.2% 6.0% 5.8% 3.9% 3.4% 2.5% 2.5%, 10 3 : ( P&G), : 40%, 30%, 20%, 10%, 66.7%,,,?,,,,,,,,,,, ( ),,,,,,,,,, 51
,,,,,,,,,,,,,,,,,, P&G,,,,, 3 9,,,, 3 4,,,,, 52 1,,,,
,,,,,,,,,,,,,,, 2,,,,,,,, 9, 9,,, 3,,,,,,,,,, 53
54,,,,,,,,, :,,,,,, ;,,,,,,, ;,, ;,, 4 :,,,,, : : ; : ;,,,,,,,
,,,, : :, ; :,,,,,,, : : B5, ; :,,, B5,,,,, : : ; :,,,,, : : ; :,,,,,,,,,,, 55
,,,,,,,,,,,, :,,,,,,,,, 56
Follo w M asters
60,,,, Uniroyal,, 26, : 1980, ; 1985,, 14 1988, 1993, 22 1995,, 58,,,,
,,,,,,,,,,,,,,,,,,,,,,,,,!,,,,,,,,,,,,,,?,,,,,,, 59
,,,,,,, 60,,,,,,,,,, ;, ;, :,,,,,,,,,,,,,,, ;,,
),,, 1.,, ( ),,,,,,,,,, :,,,,,,,, 2., :,,,?,,,,,,,,,, 61
62 :,,,,,,,,,,,,,,,,,,,,,,,, 3.,,,,,,,,,, 4.,!,,,
,,,,,,,,,,,,,,,,,,,,, ( ) 1. :,,,,,,,,?,,,,,, 63
64,,?,, ( ),,,, ( ), :, ( ) :,,, ( ) :,,,,,,,,,,,,,,,,,?,,,,,,,,,,,
,,,, :,,,, ;, ;,,,, 2.,,,,,,,,,,,,,,,,, 65
66 ;,,,,,,,, 3.,,,,,,,,,,,,,,,,,,,,,,,,,,,,
,,,,,, 4.,,,,,,,,,,,,,,, ( ),,,,,,,,,,, 67
68,,,,,,,,,,,,,,,,, 5.,,, :,,,,,,,,
,,,,,,,,,, : 60%, 80%, 86%, 1992 1997,,,,, 1993,,,,,, 1996 69
,, 1997,,,,,,,,,,, 70,,,,,,,, 1996,,,,, 1997,,,,,
;,,,,,, 40%, 1993 1994,, 1994 8 :,,,, 1995,, 3000,,,,,,, 1. 4 6, 2.,,,,,,, 3.,, 71
, 4. 1997,,,,,, 72,,,,, 2, 6 8,,,,,,, :, 150 160, 70 80 ;,,,,,, 3,,
,,,,,,,,,,,,,,,,,,,,,,,,, ( ), :,,,,,,,,,,,,,,,,,,,,? 73
74 3,,,? 3 :,,, :,,,,,,,,,,,,, Coke :,,,,,,,,,,,,,,,,,,,,,, :,,,
,!!!,,,,,,,,,,,, :,,,,,?,,,,,,,,,,,,,,,,, 75
,,,,,,,,,,,,,,,,,!, 80,,,? 1985, 99, : 99,,,,,, 1500,,,,,, NO 1!, 76
Follo w M asters
?),,, 1947, (Ogilvy & Mather),, 1963,, 20, ( BrandImage), 20 60, 78 20 60,,
1 2,, 3,,,, 4 +,,,,,,,,,,,,,,,,,,,,,,,,,,, 79
,,,,,,,,,,,,,, ; ; ( ) EPIS ( ),,, ( BID) ( BIC ),,,,, 80,,,,,,,,, :
,,,, 2,,, ( ) 3, 4, ; IBM ;,,,,,,,,,, 2001,, : 2500, 900,,,,,,, 81
82 ABD CQ BS 8%, 25% 35%, 32%, ABD, ;, 10% - 18%,,,,, :,,, ;, ABD CQ BS ;, ;,,,,,,,,,, :,,
, 80%,,,,,,,,,,,,? : 1 ; 2 ; 3,,,,,,?,,,,,, :,,,,,,,, 83
84 :,,,, ; TICON,,,, 2. :,,, VI, 2002 6 VI,,, (LOGO),,, TICON,,,,,,, ;, ;, ;,,,,, 3. :,,,
,,,,,,, 4. :,,,,,, : ;, 5. :,, CQ, ;,,, :,! : ;,,,,,, 6. :,, ( ABD CQ SB 5-85
10-20% ) ;, 7. :, 8. : 1 :,, ( ) 2 : 25-40,,, ( ) 86 1 : ( ) (, ) ( ) ( ) ( ) (,, ) 2,, : ; POP VI, ; ;, ;,,,,
,,,,,,,,,,,,,, 75%, ABD BS,,, :,,,,,,,?,,,,, 87
88, 80%, 60%,, :,, : 1998, ; 2000, ; 2002,,,, ;, ;,,,, 8500,, ;,,,,,,,, 1,,,
, 1983, 50%, 50% 1988, 100% 1999, 60%, 40%,, 35% 50% 15%,,,,, ;,,,,,,,,,,,,,,,,,,, 1983, 20 20,,,,?,,, 89
, ;,,, :,,,, :, 2001,,,,,, ;,,,, 90,,,,,,,,,,,,,,, :,,,,,,
,,,,,, :,,,, :,,,,,,,,,,!,, CI VI,,,,, : LOGO; ; ;, ; ( ) ; 3. 15,,,,, :, 500,,,, 91
,,,,, 500 92,,,,,,,,,,,,,, ;,,,,,,,,,,,,,,,,,,,,,,,,
,,, 20,,,,,,,,,,,,,, 2002 8,, 60 :,, ;,, ;,,,,, :,,,,,, 500, 11, 40%, 2003, 93
,,,,,,, :, A6 1999 9 6, 2000 1 1, A6, 2001 3, A6,,,,, A6, 94 1988,, 2000,,,,,, 2001 A6,,,,
A6,, 2000,,,, 2001, A6,,, A6 WTO,, August Horch,,,,,,,, A3, TT, A8, A6,, 2001 A6 40%, 40% 1997, 1999 A6,,, :,,, 2001 A6 95
100,, A6,, A6,,, 2001, A6 3, 1999 550, 2000 1.58,, A6,, A62001! 96
Follo w M asters
, 1985-1989 4 : 1978 1989 ( ),,, 98,,,,,,,
( ),,,,,, ;,, : 1. ( ) 2., 3.,, 4.,,,,,,, 1. 2., 3., 99
100,, ;,,,,,,,,,,,,,,,,,,,,,,
( ),,,,,,,, ;,, ;,,,,,,,,,, ;, ( ) ;, ;,, 101
) 102,,? 1.,,,,,,,,,,, 2., 3.,,,,,,,,,?,,,,,,
,,,,,,,,,,, :, :,,, 1.,,,,,,,,,,,, 103
104,,,,,,,,,,, :,,,,,,, 2.,,,,,,,,,,,,,,,,,,,,,,, 3., 4. :,,,,
,,,,, (adaptation),,,,,,,,,, 5.,,,,,,,,,,,, ; ;,,,,,, 4Ps,, politics ( ),,,,, 105
106,,,,,,,,,,,,,,,,?, : 1., 2., 3. 4.,,, 5.
, 7.,,,,,,,,, ; ; ; ;,,,,,,,, 1.,, 2.,,, 3. 107
,, 4.,,,,,,, ( ),,,,,,,,,,,,,,, 108
,,,,,, 1993, 17 1993 6 6 :,,, Windows NT RISC RISC, Windows NT 80,, ( ) 90, 1988 9, IBM,,, ISO 9000, 109
,,, 110,,,,, Multitech,, tech, Multitech 1987, Acer CIS,,, A,,,,,,,, 100,,
,,,, ( R&D) 1986, IBM 32 386 1991, Chipup (tm) ( ) 486 486 Pentium (tm) ( ) 1992, ChipUp ( tm) Intel 1993 10, ChipUp Mp ( tm) FramePath ( tm) 32 64,,,,, (TI, Texas lnstruments ), (Daimler - Benz) MBB, ( ) ;,,,,,, 111
,,,,, ;,,,,,,,, ;, 112, 19 55 6000 40%, 30,,,, 1989,, ChipUp CPU Intel,,
60,,, 80, 1986, 47%, 1986 1996, 1000, 10,,, 20,,, Air trainers Air180, Cross - training Air Jordan Just Do It Just DoIt!,, Nike,,, :,,,,,, 113
price waterhouse,, 1972,,,, 70,,,,,, 1974,,,,,,, 1976 830 1400,, 70, 100, 140,,,,,, 1979,, 33%, Tigers, 1981, 50%,, 400 114
,, ;,,,,,,,, :,, 3,,,,, 2,, 1993,,,, 1994, White Sox,,, :,, 115
8 80%,, 10%,,,,,,,, 116,,,, 80 200,,,, ; 25, 25,,,,,,,,,,,, ;,,
, :,, Liz Dolan :,,,,,,,,,,,,,?,,, 15 19,,,,,,,,,,,,, 117
118 25 :, 35%,,,,, 8 : 1.,,,, 2. 3.,, 4. 20 50,,,, 5. 6.,,,, 7., 8., : 1. 2.
, 4., 5.,,,,,,,,,,, 15 19,,,,,,,,,,,,,,,,,,,,,,, 70,,,,, 119
, 20 60 Dubuque,,,,,,,, 35% 95%,,,,,,,,,,,, 1850,,,,,,,,, 120
Follo w M asters 4C
C (Robert Flanterborn),, 4C 4P, 4C,, 4C,, 4P, 1992, E IMC, (Movgan, Andeson & company) ( product) ( price) ( place) ( Promotion) 4P, 4P,,,,, 4P, 20 90, 4C 4P : ( castomer) 122 4C,, : ( 1)
4C,,,,, ;, ( ) ( ),,,,,,, : 1.,,, ;,,,,,,,, ; 5 :, ;,, ;, ;, ;, 123
124,,, 2.,,,,, ;, ;,, 3.,,,, 4.,,, ;,,,,,,,, 5.,,,,,,,,,,
4C,,,,, ( cost) 4C, : 1.,,, 2.,, ( ),, + =, - =,,,,,,,,,,, 1. :,,,,, 2. 125
126,,, : = - = ( - ),,,,, 3.,,,,,, ;,,, 4.,,, ;,,,,, ;,, 5.,,,,,,
4C,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ;,, : 1. 127
128,,,,,,,,,,,, 2.,,,,,, 3., ;,,,,,,,, : 1.,,,,,,, 2.
4C,,,,,, 3.,,, 4.,,,,, :,, ;, 5.,,,,,,, :, ;,, ;,,,,, 4C,, ;, 129
communication) 4C,,,,,,, ;,,,,,, 4C, 4P,, 4C,, 1999, 1650, 500, 2000, 1913,,, 1945,,,,, 1962, 1970,, 130?, :
4C,,,,,,, : ( ) 1.,,,,,,,,,,,,,,,,, 2.,,, 131
( ), ( ),,,,? 3.,,,,,,,,,,, 5% ( ) 132,, 1.,, 2.,, :,,,, 1 + 1 < 2 3.,
4C,,,,,,, :,?,, 1962 7 2,, Wal Mart, 22 3,, 5, :,, 50%, 50%, ;,,,,, 17.95, 11. 88, 34% ;, 10.80, 5.97,,,, 133
134,, 1500, 20%, 70,,,,,,,,,,,,,, 6%,,,,,,, :,,,,,,,,, ;,,,
4C,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 80,,,, 2% 6%,,,, 135
,,,,,,,,,,,,,,,,,,,,, ( ),,,, ( ) 136,,,
4C,,,,, ( ),,,,,,,, ( ),,,,,,, ( ), 137
,,, ( ) 138,,,,,,,,,, 1.,, ( ),,,,,,,,,,,,,
4C, 2., :,,,,,, :,,,,,,,, 3.,,,, :, 1 2, 1 2.5,, : 80, l, 1.2 3!,, 3,,, 4. :!,, 139
,,,,?,, :,,,,,, 5., :, ;?,, :,,,,, 140
Follo w M asters
,, 1985,,,,, 142,,,, :, :, 1985, 80,,,
,,,,,, CRM ( Customer Relationship Management ) :,,,,,,,,, :, ;, ( ),,, 1.,, 143
2., ;, ;,,,,,,,,,,,,,,,,,,, 3.,,,, 4. 144
, ;,,,,,,,, ( ) ( ),,,,,,,,,,, 145
, ( ) 1.,,,,,,, :,,,, :, 2. 146,, :,,,,,,,,,,
,,,,,,,,,,,,,, ;,,,,,,,,, ;,,,,, 147
148,,,,,,,,,,,,,,,,,,,,,,
, : a.,,, : (1) ; (2), ; (3), ; (4), b.,,,,, c.,,, : (1), (2),,, d. : (1) (2) (3) (4), 149
), :,,,,,,,,,,,,,,,,,,, 150
),,,, :,,,,,,,,,,,,,,,,,,,,,,,, : 1., 2., 151
,,,, 3.,, : (1), ;, (2), (3) ( ),,, (4), ( ) 152 1.,,,,,, 2.,,,
,,,,,,,, 3. :,,,,,,,,,,,,,,,,,,,, ( ), 153
154 1. (1),,,,,, (2),,, (3),,,,,,,,,,,,,,,,,,,,,,,,, 2. (1),
,, (2) :,,,,,,,,,, (3),, 3.,,,, ;, ;,, : 155
,,, (2),,, (3),,,,, (4),,,,,, (5),,, ;, 156 1984 20, 1997
,, 41.06,, :,?,,,,,,,,,,, : ; ;,,,,,,,,,,,,,,,, :,, 157
158,, ( ), 1., 1996,,,,,,,,,, 2., ( ),,,,,,,,,,,,,,,,, 3.,, ( ),,,,,,, : ;,
,,,,,,,,,, 1. :, :,,,, (1),,,,,,,,,,,,,,,, ( ),,,,,, 159
160, 1 + 1,,,,,,, (2),, :,, 104 140,,,, 2. 1993, 1994,, 1996 500,,,,,,,?, : ; ; ;,,,,, ;,,,
,,,, 3. 1988,, ;,,,,,,, 1.2,, 100 Quantum,, :,,,, ;,, ( Intel) (Microsoft),,,, 1998,,,,,,,,,, 161
20 90 WAHAHA ROBUST,,??,,,,,,, 162, 1992,, 1992, 1996 1989, ( ),, 6 1,,,,, 1993,, 1993 1998,,,, 1992,,,,
,,,,, 1996,,, 27,, ( ),,,,,,,,,,,, ;,,,, 27,,,,,,,,,,,,, 30 4,, 163
,, 2000 1991, 2200, 2.16, 1990 1994,,,,, 1997 1.9, 4264,, 7 1996,, 4500 ( 3.8 ),, 20 90, 23,, 1995 1998, 7,,,,,,,, 164, 1992,,,,,,,,,,
,,,, 1995, 33.2%,, 1996,,, AD 1998,, AD,, AD,, 200 AD, 1999, AD,,,,,,,,,,,,,,, 1992, 1997 2,,,, 1997, 1 9 102,,,, 165
,,,,, 1989 1994,, 2500 1994, 1.44,,,,,,,,, 1995 10, 5,,,, 1997 3,,,,,,,,,,,,,,,,,,,,,,,, 166
, 180,, 8000 KITKAT MOKA PERRIER VERA VITTEL LALECHERA,,,, (,, ) l/ 4, 80% 1973, 8,, :, 2% 6%,, 1000,,,, 167
,,,,,,,,,,,,,,,,,,, 168 1970,,,,,,,,,,
,,,,,, 1980,,, 1981,,,,,,,,,,,,,,, (, ),,,,,,,, 1995 6 13 169
: ; :, ;, ;,,, :, ; ( ),,,,?!,,!,,!,,!!,,, 50%,,,,,,,,,,,,,,,,,,, 170
Follo w M asters
Philip Kotler), 1931,,,, 8 40,,, D (AMA), (Alpla Kappa Psi Award), :,,, 172,,,, : 10P 4P, : 10P
P,,,,,,,,,,,,,,, : 1. : ;,,, 2. :, ;,, ; ; ; 3. : ; ; 4. :, ;, ; 173
174 ; ;,, 5. : ; ; ;,, 6 PS,,,,,,,, (1),,, (2),,,,, (3), (4)
,, 7 P??,,,, 8 P,,,,,,,,,,,, P, :,,, ;,, 10 P, :, : (1),,,,,,, 175
176,,,,,,,,,,, (3),,,,,, (4),,,,,,,,
,,,,,,,,,, 20 ;, 115, 7.5, 15 1985, 3, 68, 150,, 99.7%,??,,,,, :,, 177
,., 1911 100, 1941 1000, 1948, 2000, 1958, 4000, 2000 1.9,,,,, ;,,,,, 1600, 1983, 70, : :,, 178,,,,,, :,,, :
,,,, :,,,, 5 2,,,,,,,, :,, 5,,,,,,, 99%,, 1% 1%, 80,,,, 1985,, 2% (, 2% 10!), 179
180, 200, 000 30, 000, 60%, 52%, 1985, 99,,!,,,, 1,, 500 T,, 80,,,, 1985,, 2 1,, 2% 1990,,,, 20% ; 0.1%,,,
,,,,,,,,,,,,,,? PDA ( Personal Digital Assistant), PDA, 1998 ; 1999, PDA, 1998 12 18,,,,, 1999,, PDA : 6 PDA3000,, 181
,,, ; 20, ; 2,,? 182 :,,,,,,,,,,,, 5%,,,,,,,,,,,,,,,
, 2000, 2001,,,,, CCID2000 PDA HPC, 2001 400,,, : A : 6 8 9, ; B : 2168, ; C : 2088 PDA,,,,,, 2168,, OEM INTEL, 100,,,,,,,,,, 183
,? 184,,,,,,,,, 1999, 2,,,, :,,,,,,,,,, IT,,,, 22 24,,,,,,,
,,,, :,,,, ;,,,, ;,,,,, PDA PDA,,,,,,, 1600, 2001,,,,, A, 1600,,, 200, 10,! 185
,,,,,,,,,,,, 186,,,,, IBM,,,,,,,,,,,
,, ( ),,, ( ),,,,,,,,,,,,,,,,,,,,,,,,,,,,,, VCD, PDA ( ),, 1999 PDA 187
188 NOKIA ERICSSON 3COM IBM, PDA, SHOW, TCL IT, PDA IT, PDA, 9 1,,, PDA328 600, 999,, PDA, 2000 10 16, A, MBA602 1980 1280,, 801, 35%,,,,, PDA, PDA PDA, ;,, PDA ;,,, PDA, PDA,,,,,,,,,,
Follo w M asters 4R
30,, 4R, 20 50, 4P, 4P 4R, 4R 190
4R R 4R, :,, 4P ( Price Place Product Promotion ) 4R, 4P, :,,, 4P, :, ;,,, 4Rs ( Relevancy Retrenchment Relationship Reward ) : 1,,,, 191
192,,,,, (1),,,, (2), 2,,,,,,,,,,,,,,,,,,,, 3,,,, 5 : (1) :,
4R ; (3) ; (4) ; (5 ),,, 75% 80% 20% 30% 20% 80%, AIDA :,, 4,, ;,,,,, 4R 100, 2002, 420,, 200, : 193
, 194, Wintel Windows ( Intel), IBM,,,,, 1992,,,,,,,,,,,,,, 1991,,, :,?,,,,
4R 41, 25% 1991 25. 7%, 1992 16. 4% 4R,,,, IT,,,,,,, :,,,,,, ( SMB),, 25, 000, ( SMB ),, PC, Evo ;,,,,, 72,,,,, ( the National Black Chamber of Commerce) ( Latin Business Association ), ;,,,,,, 195
SMB 4 SMB,, Jim Milton, SMB, :,,, SMB,,,,,, Highbridge StorageWorks RAIS 4100 SAN, : RAIS 4100 SAN, Windows 2000 Linux, Highbridge, Highbridge,, 36, Jim Milton :,, IT,,, CRM 196 Internet,, 4 P ( product, place, price, promotion ),,,,,
4R,,, CRM, IT, CRM,,, CRM 2000, NonStop ;, CRM,,,, CRM,,,,,,, CRM, RSP ( Requirements Scoping and Planning) Design Implement Manage, :,,,, :,,, CRM,, :,,,,,,, CRM 197
7 * 24,, 198, EMC, ( Sun Microsystems) Unix,,, ;,,,, ;,, IBM, 2002 420 49%, 5. 69 13% ; IBM, (Michael Capellas) IBM,,,,,, :,, 20, ( Gateway Computer) (Apple Computer)
4R, 1700,, 1997 1920 1750, 20% 5%,,, ( Michael Dell),, ; 200,,,, 55, 60,,,, 4P 4P,,,,,,,, 20 80, 4P, 4C 199
C,,,,,,,,,,,,,,,,,,,,,,,,, 200
Follo w M asters
E, : E,, :,,, 20 1997,, 202
,,,,,, Integrate,, Integrated, : ;, ; ;,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 203
, 2., 3.,,, 4.,, 204 1.,,,,, 2.,,,, 3.,,,,,,,, 4.,,
,, 5.,,,,,,,,,, 1.,,, ;,,, : (1),, (2),,,,,, 205
206 2.,,,, : a.,,,,, b.,,, c.,,, d.,,,,,,,,,, 3.,,,
,,,, (2),,,,, (3),,,,,, 4.,,,,,,,,,,,,, 207
208,,,,,,,,,,,,,,,,,, :,,,,,,,,,,,, :,,,,,,
,,,,,,,,,,,,,,, ; ;,,,,,,,,,, 209
210,,,,, :,,,,,,,,,,,,,,,,,,, ;,,, :,,,,,,, ;,,,,,,, 20, 200,,, ;,,
,,,,,,,, 5000, 40%,,, :,,, ;, ;,,,,,,,,,,,,,,,,,, 75%, 25%,, 211
:,,, 212,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, :
,,,, ;,, ;,,,,,,,,,, ( ),,,,,,,, :,,,, 1640,, 213
,, 300, 2860 55%, 45%, AOL, TWX,,,,,,, 1 1, 1 1.5, 75%, 214 ( Cable ) ( Con - tents) 1300, 50,,,,, 1999, AT&T, 26.6% ( 1600 ), CNN CNN. com ( HBO) TNT,
,,, 1994 www.pathfinder. com, Pathfind - er, Pathfinder. com,, www. cdnow. com CD,,,, :,,,,,,? 1985, 1700,, 1958 8 21,,, 1985, Quantun,, Quantun Internet 1991,,,,,,, CompuServe Prodigy, 215
216, 6600, 15, Intenet : ; 2000 ; 1998, CompuServe 1999, 42 Netcenter,,,,,,, aol. com,,, :,,,,,,, 1600, 21.95, 20%,,,,,,,,,
,,,,,,,,,,, 1600,,, 2300,,, 1999, 48, ; 7.62 1999, 25,, 60%, :, ;, 100, Road Runner, 55,,,, 5, ( ) ( ) 217
218,,, Freeserve PLC,, 4.5, 7.45, 56%, 36.6,,, 1634, 833,,,,,,,,,,,, 21,,,,,,,,,,,,,,
,,,,, :, 56,,, : AOL,,,,,,,,,, 21,,,,, 219
, ( ),, ISP,,,,, 2000 AOL,,,,,,,,,,, 220
Follo w M asters
( ) VisionQuest, MBA, MBA 1994,, 1997 1998 N MBA, (1987 1991) MSI,,,, 222
,,,,,, ( Evert Gummesson) : 1.,, 2.,,, 3. 4.,,, : 1., 2., 3. 4., 223
, ( ),,,,,, ( ) 224,,,,,,,, : ;, ;,,,,,,,,,
,,, ( ), :,,,,,,, ( ),,,,,, ( ), 225
,,,,,,,,, ( ),,,, ( ),,,,, ( ) 226 20,,,,,,,,,,
,,,,, 12 ( ),,,,,,,,,,,,,? :, :,,,,, 5, : 227
,,,,, ( ),,,,,, ( ),,, ( ) 228,,,,,,,,,,
, ( ),,,,,,,, :??,??? ( ),,,, :,,, 229
, ( ),,,,,,,,, ( ),,,,,,,, ( ) 230, :,,,
,,, ( ),,,,,,,,,,, ( ),,,,, ( ),,, 231
/ ) ( ),,,,,,,,,, 53624. 5, 14300, ;, ;, ;,,,, 1992,,, 15. 85%,, 2000 2001 1. 04 6603, 13. 6% 14. 74%, 40%, 60%,,, 232
,,,,,,,, : (1),,,,,,,, (2),,,,,,, (3),,,,,,,,,,, 233
,,, :,,,,,,,, (5),,,,,,,,,,,,,,,,,, 234, : 500,
, 40, 50,,,, :,,,,,,,,,,,,,,, CT CT X,,,,,,,,, 235
1995,,,,,, ;,,,, 50 30,,,,,,,,,,,,,,,,,,,,, ;,,, 236 21, 2001, 100,,,,
,,,,,,, :,,,,, HPC, IT : IT 1998 594, 2/ 3 2004, IT 3000,,,,, IT 2000, IBM :, Andersen Consulting ( Accenture ) PWC ( ),, IBM,, (HPC) 1998, 2000,, HPC, 150 HPC : HP, 237
238, HP,,,,,, HP,, :,,,,, HP, HP, IT, HP PC,,,,?, HP, HP HPC HPC :,, Call Center, Call Center HPC, Call Center,, Call Center,, Call Center,,, Call Center, Call Center, HPC, HP Call Center,, HPC Call Center,
,, ; ; ;, HPC,,, HPC,,, HPC,,,, IT IT, ;,, HPC, HPC : HPC, HPC ( HP Consulting, HPC) (www. e - bridge. com. cn),,,,, :, HPC,, sales, HPC,,, HPC,, CIO, HPC, CEO, HPC,, 239
240 ;, HPC, 100, 200 1999,, HPC 2000, :, HPC Team,,, HPC, :,,,, ; ; HPC,, HPC,,, HPC,, HPC,, HPC, :,,, HPC,,,, HPC, :,,, HPC,, HPC,
HPC ( Total Customer Experience) HPC (one face),,,, Case, HPC,,,, HPC HPC Broadvision Broadvision,, HP HPC, HPC Broadvision, HPC,,, Broadvision,, Broadvision HPC, Broadvision, HPC HPC B2B, HPC B2B Broadvision, HPC HPC HPC,,, 10, HPC, 1: 1, 6: 4, 4: 6,, 241
, HPC,, 3 4,, HPC,, HPC,, WTO, IT IDC IT : IT 20% 25%, IT, 45% 50% 242
Follo w M asters
Yoram ( Jerry) Wind],,, ; SEI ; [Vijay Mahajan] ;,,,, E [ Robert E. Gunther], 10 : Hypercompetition, Buyout: The Insider s Guide to Controlling Your Future by Buying a Company, The Wedlthy 100, Leveraging Japan, Wharton on Managing Emerging Technologies, on Making Decisions Wharton on Dynamic Competitive Strategy Wharton 244
,,,,,, ( ),,,,,,, 245
,,,,,,,,,,,, ( ) 246 1.,,,,,,,,,,
,,,,,,,,,,, 2.,?? : (1),?,,?, 247
248,, (3), (4), (5),, 1/ 3,, (6), (7),,, ;,,
,,, (9),, ( ),, (10),, (11),,,,,, (12),,,, 249
,, (13),,,,, ATM, ( ) 250 1.,,, ( ) ( ) :,,,,,,,,,,
,,,,,,,,,, ( ),,,,,, 2. (1) (2),,, (3), ;, (4) 251
252,,? :,,,,,,,,,,,,,,,,,
,, ( ) 1.,,,,,, 4 ( ),,?,, 2.,, 253
254, : (1),,,,,,,,, (2),,, ;,,,,,, (3),,,,
,,,, (5), (6),,, 3., : (1),,,,,,,,,, 255
256,,, (3) /,,,,,,, ( ),,,,,,,! (4),,,,,,,,, (5)
,,, ;,, (6),,,,,,,, ( ),, /,,,,,,,,, 257
), :,,,,? : 1. 2.,, 3. 4. 5. 6.,,,,,,, ( ) 258 1.
,,, (1), Google Alta Vista,,, (2),, (3),,,,,,,,,,,,, 259
260, : (1),, (2),,,,,, ;,,,, (3),,,,, (4)
,,,, (5),,, 70%,,,,,,, 1888, 6,,,,,,,, 261
, ( ) ( ) 80,,,, 1983., :,,, 1984,, 700 ;, :, 1988, ( ) 262,, 15, 1984 1990,, 5, 12 4500,
35mm,,,,,,, 1963 26, 1000 1972,, 1975, 6000, 1000,, 8mm 1982,,, 35mm 8 10, 3 1988, 8mm,,,, ( ) 1986,,, 30000 60000 ( ) ( ),, 263
,,, ( ), 1972,,,,, 1988, 5,,,,,., 500, CD, 500 1989 18 1997 269,,, : ( ) 264,,,,,, ;,
,,,,,,,,,, ( ),,,,,, : ( ) ADVANTIX ( PhotoCD CD - R ) ; ( ) ( ) ; AOL ;,, 265
,,, : ( ) 266, ( ),,,,,,,,,,,,,,,,,,,,, : (1),,,,, 10,
, (2),,,,, (3) AOL,,,,,,, (4),,, ;,,,, ( ),, 3500 15,,,,,,,,, CA ( ), 1989, 500 18, 267
, 1996, 400 800,,?,, ; ;,,, ;,,, :, 268
Follo w M asters
Hellos Consulting Group ) 270
,?,,,,, 20,, : 1.,,,,,,,,,,,, 271
,, 2.,,,,, : ;,,,,,,, 3.,,,,,, 272, 1.
,, :,,,,,,,,, 2.,,,, 5 10,, :, 3.,, ;, ;, :,,, 4.,,,,,,,,, 273
274, :,,,,,,,, 5.,,,,, 6.,,,,,, 7., ; ;,
, 8.,,,,, :,,,,,,,,,,,, (, : 10 38 52 ), (, ), 9.,,,, 275
,,,,,,,, 10., :, :,,,,, :,,,,,,, ;, 276
,, 3.2, 15, CD, 500, T, 1000 1998, 800, 6, 2 1977 6,,,, 6.5,,,, 30,,,,, 53,,, 277
,, 34,,,,,,,,,,,,,,, 1973,,,, :,,,,, 278, 60,,
,,,,, 60 70, 125,,,, 70,,,,,,, :, :,,, 30,, :, 1972,,,, T 20 70, T, 279
280 18,, 1992,,,,,,,,, 25, :,,,,,,,,,,,,,,,,,,, T,, T,, ;
,, 1992, 25% 1998, 800,,,,,,,,, 1998, :,,, :,,, T,, 281
,,,, 30,,,, 100,,, 30 1983,,,,,,,,,, 200, 80,,,, 282,
,,, 30 :,,,,,,,, :,, :,,,,,,,,, 80,,,,,, :,,,,,,,, 1981 1987,,, 283
284,,,, 20 70, 3000,,,, 1994 50000,,,,,, ;,,,,, 30,,, ( ),,, (Al Gore),
, :, ; ;,,,, 5000 7500,,,,,,,,,,,,,, 60 70 80,,,,,,,,,, 285
286, 17 1997 1.5 30, 60% 1998,,, 13%, 80,,, :, 125,,,,,,, 200 300,,,
160 400, 000,,,,, 100, 000,,,,,,,, 25,,,,,,,,, 287
,,,,,,,,,,, 17, 17, 10 20,,,, 200,,,,,,,,,,,, 288 80,,
, 1994, 200,,,,?,,,,,,, 150000,,, 1997, 800,,,,, 289
,,,,,,,,,,,, 290, 300,,,
,,,, :,, 300,, 30 16, 20,, 7000 9000 150, 000 60,,,,,,, 10 20,,,,,,,,,,,, 291
,,,,,,,,,,,,, ;,,,,,,,,,,,,,, :,,, 292