, , " ". McDonalds, Burger King, Taco Bell Wendys 59960 , 70% 467 (1996 ). McDonalds, , , 16 12094 . , Burger King, 7 , , McDonalds. , , , . , Sonic Carls Jr., . , , .
McDonalds, 600 1998 , , , . Burger King , -, 4%- 385 1998 . McDonalds , 42,1% . Burger King 9,2% 1996 19,2%; Wendys 6,4 11%. , , , , .
, . , Maritz Marketing Research, , , , . , , . 8% .
65 ; 26% , . . , , . Taco Bell . " " " ", . Aedys, , , "" , . " , , , , , , ", .
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, . ; 16% . . - Sonic ", , ... ". , , . 1996 Wendys , .
, , . , . , , , . Burger King: " , , , , ".
12% , . McDonalds , , : " " " ". , McDonalds , , . Taco Bell , F, " , , , ". Wendys ..., " ". " , (, ), ". Wendys , . Burger King . Burger King , . 1992 Burger King , .
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, . Taco Bell, 18,5% . .
. , 1960-, . , , . 2000 McDonalds 40% , 21% 1990 . Burger King . , , . Wendys . Wendys 50 . , : McDonalds - .
1. .
2. ?
3. , McDonalds, , .
4. , Wendys , , .
5. , ? ?
Mark Yamstra, McDonalds to Intensify Tech, Regionalization Efforts in 1998, Nations Restaurant News, November 24, 1997, . 1, 97.
Cyndee Miller, McDonalds Shifts as Competitors Get Stronger, Marketing News 31, April 28, 1997, . 1,10.
Raren Benezra, Shannon Stevens, BK to Boost98 Media by $15M, Brand week 38, November 17, 1997, . 37.
1.2. NIKE ,
Nike Inc., , , I, -1. , , Nike. 1997 : 795 , 9,18 . 41,5% , Nike. , 15,8% , 1998 , , , . Nike, , . Reebok Adidas, , 1997 . Adidas . Adidas . Nik , 1985 . .
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, Nik , . , " ". Nik . , , . The Beatles, (Michael Jordan) - (John McEnroe), Nik, , . , , Nik , , , . , Nike " ", 1996 , , , . , Bulls.
1998 Nike , , , . " , , , . , , ", , Nike . " " Nike , , , , " ". Reebok Adidas , , . Nike ; , Nike, 1997 , , Web- .
Nike . , . Nike, , , . , , , Nike, - . Nik , , , . Nike , . Nike , , . Nik , . Nik , , .
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1. ?
2. Nike, ?
3. , Nike, .
4. .
5. Internet, Nike .
Jeff Jensen, Product Innovation Steps into Spotlight at Nike, Advertising Age, September 8, 1997, p. 3, 48.
Isabelle Sender, Just Do It, Abroad, Chain Store Age, October 1997, p. 121-124.
Jeff Jensen, Reebok and Nike Go Head to Head in Soccer Battle, Advertising Age, May 5, 1997, . 4.
1.3. LEXUS:
1980- Toyota , . Lexus , , . . , Mercedes , Toyota , Mercedes, , , .
1989 Toyota Lexus. . Lexus, Mercedes, " 73 36 ". , Lexus , Mercedes: , . , , , , .
Toyota . , 12- , Lexus. , Mercedes Lexus, Mercedes, Lexus . , Lexus , . Lexus, . ; Lexus .
, - . , , , , . Toyota . Mercedes, BMW Jaguar, Ford Motors, . . 1994 Mercedes Jaguar 20%- .
, Toyota 1994 36 50 Lexus. , . 10% 72 1994 1993. Toyota , Lexus , , . Toyota , . , . " " , . Toyota Avalon, Nissan Maxima, Mazda Millenia. BMW Mercedes BMW 3 Series Mercedes C Class.
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Toyota , . , 1996 60 5300 15 . Web- , , Lexus, . - . Toyota , . , Lexus Lexus . Lexus, , , .
1. , Lexus, , Mercedes, BMW Jaguar, " " , Nissan Maxima Mazda Millenia..
2. , , 1.
3. , .
4. , .
5. , , , 4.
6. Internet ? .
Bradley Johnson, Lexus Tries E-Mail for Auto Intro, Advertising Age, October 1996, . 4.
Michael McCarthy, Luxury Drive on the Web, Adweek (Western Edition), July 15, 1996, . 2.
1.4. -""
, 200- , . , . 1992 (National Energy Policy Act) . , . , 1998 , . , , .
. Market Facts, , 31% , , , 24% . , , , , , .
. 1980- Florida Power & Light Company of Miami . . : , . , . . Florida Power & Light , , .
, , . 1995 Kansas City Missouris UtiliCorp United, EnergyOne, - . " , , , & Sprint, (Al Butkus). Cincinnatis Cinergy Corp. , Cincinnatis Riverfront Stadium Cinergy Field. Bengals Reds, , Cinergy Field, .
, , , . , -, , . , , . , , , . " ", (Robert Cuervost), - Market Facts.
, , , ; , . . , , , , , .
, . , , . , , , . , GPU Energy of Reading, , Web- GPU Kids, , . . Centerior Energy of Clevlend . , . : " , ". . , Enron Corp Edison International, " " , , . 30% "" , , , .
, .
1. .
2. Internet .
3. , Florida Power & Light . .
4. , , .
5. .
, ,
Rebecca Piirto Heath, The Marketing of Power, American Demographics 19 (9), September 1997, . 59-63.
Beth Snyder, Online Newsletter Helps Electric Utilities Market, Advertising Age68 (46), December15, 1997, . 58.
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