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orientations, competitive advantage and business performance",
Journal of Business Research,
33, 143-51.
Yoshino, M.Y. and Rangan, U.S. (1995), Strategic Alliances:
An entrepreneurial approach to globalization,
Boston, MA: Harvard
Business School Press.
Young, D. (1.996), "The politics behind market segmentation",
Marketing News,
21 October, 17.
Young, S., Off, F. and Fegin, B. (1978), "Some practical
considerations in market segmentation", Journal of Marketing
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15, August, 405-12.
Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990),
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Marketinq strategiyası və rə qabə tli mövqeləş dirmə
763
Kompaniya brendlə rin ə lifba siyahısı
A.D. Little, 75
Added Value Internal Communications
Consultancy, 669 Adidas, 123,484 Airbus, 598 Aldi, 177, 265-6, 720
Alexon, 354 Allied Irish Bank, 625 Alton Towers, 413-20 Amazon.com, 283,
447, 481, 513, 613,
620,637,639,644,646,648,736 American Adventure, 413-20 American
Airlines, 525, 540, 543, 545 American Express, 200, 215 American Marketing
Association, 8 Amersham International, 213 Amstrad, 5, 84, 160, 584
PC 2000, 587 Anchor Butter, 434 Anderson Consulting, 202 AOL,
637,639,
644
AOL Time-Warner, 637, 639 Apple Computers, 48, 49, 495, 525, 537
Macintosh, 537 Aquatoric, 66
Asda, 29, 54, 89, 206, 219, 336, 586, 670 Asianet, 424 Aston Martin, 156,
386 AT&T, 201, 539, 683 Atari, 169 Audi, 155,213,484,724
Quatro, 484 Audits of Great Britain (AGB), 232, 368
Austin Healey, 201 Avis, 180, 656, 664,
669,683 Avon Cosmetics, 210
B&Q,354,663 Baader, 711 BARB, 232 Barbbur, 207
Barnardos, 56
Barnes and Noble, 283, 639 Barratt Developments, 127, 441 Bass, 446, 536
Bean, L.L. (mail order), 256 Beechams, 201,353,456 Belton House, 413-20
Benecol, 49 Bentley, 202, 458 Betamax, 159 Betty's Tea Rooms, 723 Biro-
Swan, 42 Bisto.201,492,505 Black and Decker, 188, 409 BMW, 87, 155,
199, 201, 213, 265, 407, 458,484,504,541,642,724
Mini, 731
BMW-Rover, 87 Boddingtons, 483
Body Shop, The, 199, 207, 444, 716 Boeing, 329, 618, 647 Bombay
Company, The, 531 Boo.com, 612, 626, 630 Boots, 154, 157, 199, 212,
507 Borg-Warner, 675
Boss, 126
Boston Consulting Group, 75, 78, 80-1,
99, 167, 468 Bounce, 18 Bovril, 201 BP, 129, 207, 539
Brita, 711
British Aerospace (BAe), 87, 536 British Airways (BA), 259, 524, 535, 540,
543, 545, 562, 656
"Premier Club", 564 British Gas, 259 British Gypsum, 153 British
Home Stores (BHS), 339, 507 British Market Research Bureau Ltd
Qrem Huley, Con Sonders, Naycel Pirsi
764
(BMRB), 232
British Steel Corporation, 281 British Telecommunications (BT), 378,
538,668
Brooke Bond, 206 BSA, 86 BskyB, 514-6 Buitoni, 212
BUPA, 625
Burger King, 177,201,639 Burton Group, The, 385 Butter Information
Council Ltd, 500
Cadbury Dairy Milk, 492
Cadbury Flake, 239
Cadbury Schweppes, 99, 147, 206, 267,
282,318,536 Cadillac, 458 Cafe Haag, 586 Callaway
Golf, 609
Big Bertha, ERC, Rule, 608 Callaway Vineyard and Winery, 609
Calyx & Corolla (C&C), 523-4, 529 Camay, 64 Camelot, 199
Campbell Soups, 65
Canon, 49, 169, 188
Carnation, 281, 318
Carousel margarine, 286
Cartier, 208 Casio, 60, 499, 532
Caterpillar, 44, 433
Cellnet, 537
Century 538
Challey Group, H.R., 563
Chanel, 207
Chatsworth House, 413-20
Chevrolet, 388
Chrysler, 154
Church's shoes, 207
CIGNA, 669
Cisco, 613, 623-4
Citibank, 204
Claiborne, Liz C, 532
Clarins, 207
Clark, Matth^, 446
Club Med, 388
Coca-Cola, 153, 203, 206, 216, 277, 336,
437,456,484,497,683 Coldwell Banker, 538 ' Coleman's Mustard, 56
Colgate-Palmolive, 65, 683 Comcast, 192
Compaq, 49, 84, 154, 260, 518, 625, 727 Concert, 539 Concorde, 309, 587
Corning Inc., 518 Cotton Traders, 222 Country Life, Butter, 434 Courtaulds,
22 Crown Cork and Seal, 509 Cunard, 263 Currys, 286
Marketinq strategiyası və rə qabə tli mövqeləş dirmə
765
Daewoo Cars, 337, 447, 465, 525 DaimlerChrysler UK (DCUK), 458, 693-4
765
Dairy Crest, 435, 733
Clover, 435, 733 Dale-Pack, 277 Dana Corporation, 670 Dawn, 65
Day's Inn, 663 De Beers, 266 DEC, 675 Deere, John, 433 Dell Computers,
49, 84, 210, 267, 613,
625,647,727 Deutsche Telekom, 539 Diamond White, 446 Digital
Equipment Corporation (DEC), 364 Dillons, 136
Direct Line, 5, 258, 586 Disney, 200, 312 Dixons, 36, 157,286,537,539
Draught Bitter, 731 Dulux, 644 Dunhill, 206 Dunlop, 263 DuPont, 187, 476
Dyson, 336, 446, 513, 700, 726-7
Eagle Star, 447 Easyjet, 55, 148, 722
easyEverything.com, 377-8 eBay, 613, 622 Egg, 623
Electrolux, 336, 446, 702 Elida-Gibbs, 66 EMAP, 289-91 EMI, 85, 259
Encyclopaedia Britannica, 701 Enterprise, 179 Epoc, 37
Ericsson, 147,489 etoys, 646 EuroDisney, 312 Evans, 385 Fairy (margarine),
483 Fairy Excel, Fairy Excel Plus, 730 Fairy Liquid, 730 Farberge Brut, 66
Federal Express, 137-8, 209, 524, 613 Ferrari, 155 Firestone, 199 First
Direct, 581 First-e, 625 Flash, 56 Fletcher Challenge, 44, 453-4 Flymo, 475
Ford Motor Company, 154, 200, 261, 265, 354,386,388,478,675
Ford Explorer, 199
FordKa, 129, 261, 731 Formica, 205
Forrester Research, 628, 631, 645 France Telecoms, 539 Fuji, 253
Gap, The, 222, 642
Gaultier, Jean Paul, 208
General Electric (GE), 75, 79, 81, 83, 85,
90, 91, 94, 190, 200, 262, 525, 544-5,
675 General Electric Company (GEC), 82,
General Mills, 639 General Motors (GM), 89, 137, 154, 261,
337,458,532,731
Saturn, 606 Gillette, 200, 206 Glaxo, 585 ,607
Zantac, 585, 588, 607 Goldenfry, 505 Gore, W.L Inc., 712 Gore-Tex
fabrics, 712 Grand Metropolitan, 187, 204 Green Giant, 187
766Greenpeace, 22, 53, 129 Group Fml.com, 633 Gucci, 206, 222 Guinness,
56, 201, 206
H&M Stores, 220-2
Haagen Dazs, 187
Habitat, 392
Halfords, 526
Qrem Huley, Con Sonders, Naycel Pirsi
766
Handspring, 36
Harrods, 772, 732
Harvey Nichols, 385
Hauni, 711
Heineken, 483
Heinz, H.J., 110, 203, 477, 564
Weight Watchers Clubs, 564 Hellman's Mayonnaise, 56, 493 Hermes,
208 Hertz, 179, 209 Hewlett-Packard (H-P), 49,169, 178, 215,
442, 523, 531, 536, 538, 675, 683 HFS Inc., 538 Highland Distilleries, 204
Hill, William, 199
Honda, 86, 137,. 156, 190, 499, 540, 584 Honeywell, 505, 675 "Hooch", 446
Hoover, 206, 446, 702 Hotbot, 463 House of Fraser, 354
IBM, 17-8, 48,49, 84, 149, 160, 168, 189-90, 200, 205, 260, 272, 276, 280,
322, 364, 367, 495, 539-40, 561, 606, 624, 706, 713, 729 OS2, 540
ICI, 187, 270
ICL, 276, 530
IKEA, 141, 222, 532
Industrial Society, 667
Information Resources Inc. (IRI), 317 Intel, 48, 130, 178, 189 Pentium, 49, 187
Interbrand, 201, 204 International, 539 Internet Exchange, 377 Inuit, Quicken,
709 ITV Digital, 514-5 Ivory, 65
Jaguar Cars, 156, 201-2, 265 JCB, 590
John Lewis, 21,25,557 John West, 187 Johnnie Walk, 201 Johnson &
Johnson, 5 Joy, 65 JVC, 639
K Ciders, 446 Kelloggs, 200, 206
Corn Flakes Crunchy Nut, 197 KFC.143 Kimberley-Clark, 536, 710
Huggies, Puli-Ups, 536, 710 Kinko's Copiers, 663-4 Kit-Kat, 201 KLM,
543
Kodak, 199, 206, 253 Komatsu, 44 Kompass, 369 Kraft, 65, 287
Vitalite, 732 Krones, 711 KwikSave, 720
Ladbrokes, 199
Laker Airways, 496, 500
Lamborghini, 156
Land Rover, 55, 504, 564
Discovery, 55, 504, 585
Freelander, 55
Laser, 409 Laura Ashley, 134 Lawnflight, 409 Lego, 387 Duplo, 387
Marketinq strategiyası və rə qabə tli mövqeləş dirmə
767
Legotechnic, 388 Lever Brothers, 65
Levi Strauss, 61, 123, 200, 207, 487, 736 Lexus 4x4, 397 Lidl, 586
Linda McCartney, 444 Link, 537 Linux, 537 Linx, 583 Listerine, 730
Living.com, 626 Lloyds Bank, 164, 171,279 Lotus, 156 Lucozade, 55, 456-7
NRG, Sport, 457 Lurpak, 434 Lycos, 643
Madame Tussaud's, 268, 413 Marketing Science Institute, 8, 628 Marks &
Spencer (M&S), 22, 176, 199,
222, 339, 723
Marlboro cigarettes, 200, 704 Marriot Hotels, 138, 675 Mars Bar, 214 Mars,
147, 214, 249, 378 Martini, 353 Matalan, 177, 222 Matsushita, 130, 523
Mazda, 155 McDonald's, 126, 177, 184, 200, 216, 588,
663
MCI, 539
McKinsey, 4, 75, 451 Mead Paper Corporation, 78Memory Lane Cakes, 204
Menzies, 539
Mercedes-Benz, 156, 199-202, 213, 333, 484, 487, 642, 693-4, 724, 733
C series, 589
Mercedes Smart, 129,537,598, 731-3
Michelin, 263
Microsoft, 49, 76, 169, 189, 192, 200, 259, 523,536-8,540
Office, 169, 537
Windows NT, 523, 536, 538
Xbox, 49
Midland Bank, 279 Milky Way, 214 Mitre, 214 Monster.com, 613 Mont Blanc,
339 Morgan Cars, 156, 388, 509 Morgan, 354
Morrisons Supermarkets, 209 Mothercare, 44
Motorola, 36, 489, 525, 531, 618 Mr Brain's Faggots, 590, MUFC, 204 MX-5
sports car, 499
Nabisco, 65 Nalco, 486 Namaste, 424 Napster, 550-4 NEC, 525
Nectar loyalty card, 536 Neimann Marcus, 430 Nescafe, 200, 484, 645
Blend 645
Gold Blend, 586 Netscape, 283 Nestle, 99, 147, 201, 212, 267, 492, 645
Netto, 265-6, 720 New Line Cinema, 639
Next, 222, 385
Nielson, A.C., 228, 232, 317, 519
Nike, 126, 178,207,484,532
Air Jordan, 484 Nintendo,49 Nissan; 156, 211 Nokia, 147, 200, 355,
487-90
9210 smart phone, 36
Qrem Huley, Con Sonders, Naycel Pirsi
768
5510 telephone, 355
Club Nokia, 489 Northwest Airlines, 543 Norton, Antivirus, 641
Norton, Motorcycles, 86
OASIS consultancy, 671
Oasis, 354
Ogilvy and Mather, 56, 199
OldEl-Paso, 187
Olivetti, 160, 182
One World, 519, 557
Oracle, 538
Otis Elevator, 728
Our Price, 136
Palm, 36
Panasonic (Matsushita), 190
Parker Pens, 42
Paul Masson California Wines, 477
Peapod, 651
Pears, 66
Pepsi Cola, 153, 203, 277, 336, 456, 497,
683
Perpetual, 203 Persil, 126, 205, 507 Peters Savoury Products, 204 Petite
Pictet & Cie, 578-80 Pets.com, 612, 626 . Philips, 159 Pillsbury, 187
Pizza Hut, 663 Playboy, 69 Porsche, 202, 735 Pratt and Whitney, 526
Procter and Gamble, 16, 18, 64-5, 187, 193, 248-51, 262, 268, 465, 507,
527, 633, 642, 645
f
730
Crest Whitener, 645
Scope, 730 Prudential, 618 Psion, 36-7, 583, 590
Qualcast, 409, 475 Quality Street, 201
Ranada Inns, 538
Range Rover, 55, 504
Rank Hovis McDougall (RHM), 201, 492
Rank Xerox, 683
Reebok, 207, 484, 641
Registry Inc., The, 528
Reliant Robin, 129
Renault Twingo, 129, 731
Rentokil, 186
Research Bureau Ltd, 232
Marketinq strategiyası və rə qabə tli mövqeləş dirmə
769
Research Services Ltd, 350, 390
Reuters, 201
RingtonsTea, 210
Rolex, 487
Rolls-Royce* 155, 199, 202, 458
Rolo, 201
Ronson, 42
Roper Starch, 360
Rover Group, 155, 201, 541, 731
SDI Stirling, 587 Rowntree, 267, 492 Royal Dutch Shell, 451 Royal
Enfield, 86 Royal Mail, 724
Royalmail.com, 55, 565 RTZ,82 RyanAir, 55, 148, 721
SAAB, 156 Safeway (US), 650 Safeway, 539, 668, 670, 720 Saga Holidays,
388 Sainsbury Bank, 203 Sainsbury, J.,54,89, 127-8, 131, 139, 153, 162, 199,
206, 259, 265, 277, 318, 336, 339,477,557,562,586,668,720 Samsung
A400 telephone, 355 Schenley, 406
O.F.C. Whiskey, 406 Schweppes, 206, 598
Oasis, 598 Scotch, 475 Scottish, 203 Sega, 49
Seibu retail store, 208 Seiko, 60
Seiyu Supermarkets, 208 Shaeffer, 42
Shell, 53, 75, 164, 201, 323, 539 Shippams Paste, 204 Shop.org, 638 Signal,
66 Sinclair, 159
C5, 586, 725 Skandia, 21 Skoda, 260, 265
Felicia, 721 Sky TV, 199 Smart card, 539 Smarties, 201 SMH, 733
Smirnoff, 201 Snickers, 214 Sock Shop, 5 Sony, 36, 49, 159,200,487,525
Mini-disc, 587
Playstation, 49 Walkman, 590
Spring Ram Corporation, 584 St Ivel Gold, 435
"Utterly Butterly", 733 Star Alliance, 519, 557 Starbucks Starkist, 67
Stork margarine, 206, 435, 483 Sun Microsystems, 490, 532, 537-8
Java, 538 Sun, The, 199 Suzuki, 86 Swatch, 499, 537, 733
T&S, 503
Nite & Day shops, 503
One Stop, 503 Taylor Nelson AGB, 345 Taylor's Tea Room, 723
Teklogix, 37 Telefonica (Spain), 539 Television Consumer Audit (TCA), 232
Tesco, 89, 127, 131, 136, 139, 162, 259, 265, 277, 336, 339, 477, 503, 557,
562, 586, 618, 623, 635
Tesco Online, 624, 646, 651-2 Texas Instruments, 598 Thorn EMI, 125
Time-Warner, 637 Timotei, 66 Top Shop, 385 Topic, 214 Toro, 409
Toshiba, 49, 260, 533 Toyota, 5, 89, 137, 156, 499, 526
Land Cruiser, 499 Triumph, 86
Qrem Huley, Con Sonders, Naycel Pirsi
770
Trustee Savings Bank (TSB), 164 Tu-144,309 Tunnel Cement, 507
Twentieth Century Fox, 322
Unilever, 66, 72, 79, ISO, 209, 268, 283,
287,434,465,507,536 Unisource, 539 Unisys Ltd., 655 USAir, 525, 540,
545
Van den Bergh, 49, 134, 287, 434-5, 455, 483,733
Flora, 435, 483, 732 Flora ProActive, 49, 435 "I Can't Believe It's Not
Butter" (ICBINB), 435, 733
Outline Krona, 435, 483, 500, 733 VHS, 159 Vickers, 202, 536
Virgin, 45, 72, 139, 146, 172, 184, 199, 277, 336, 378, 445-6, 533, 540, 581,
590, 716
Virgin Airlines, 540 Virgin Atlantic, 199, 212 Virgin Cola, 153, 206, 277
Virgin Direct, 203, 258 Virgin Megastores, 72 Virgin Records, 125 Vodafone,
204, 537, 551, 625 Volkswagen (VW), 155, 265, 357, 458, 484, 721
Lupo, 731 Volvo, 156, 265, 478
W.H. Smith, 126, 136
Waitrose, 21
Walls, 209
Wal-Mart, 29, 54, 89, 146, 219,635
Warwick Castle, 413-20
Webvan.com, 612, 651
Wellcome, 585
Wilhem Becker's Colour Studios, 478
Winterhalter Gastronom, 711
Woburn Abbey and Safari Park, 413-20
Wolsey, 201
Woolworth, F.W., 507
WorldCom, 539
Worthington Steel, 487
Xerox, 256, 276, 505, 663, 717
Yahoo, 643
Yamaha, 106,731,737 Yorkie, 201,267, 492 Yorkshire Tea, 723 Yorkshire
Water, 199 Yves Saint Laurent, 206
Zee TV, 424 Zeneca, 187
Marketinq strategiyası və rə qabə tli mövqeləş dirmə
771
Грэм
Хулей
Джон
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