1986 . PowerBar . , , , , , , . , .
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II.
. , ( ) , . , , .
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, , . (, PowerBar ) . , 20%, , , , . , .
, , . , . , , - Clif Quaker's Oatmeal Squares . Clif, , , , Mojo. , ,
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, . : 1996 . $100 , , , 2003 . $1 , 20% . , . 2000 . Nestle Power, , Clif ( ). 2000 . Balance Kraft.
, 2002 . $3 , 1998 . granola ( , , ), / / ( ) . , . Kellog's (Nutri-Grain), Quaker Oats, General Mills Slim-Fast. - , , Wal-Mart , .
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: Free Press, Simon & Schuster Adult Publishing Group Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, by David A. Aaker. Copyright 2004 by David A. Aaker. All rights reserved.
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II.
: Wal-Mart
Wal-Mart , - . 2002 . Wal-Mart $218 , , , Carrefour, . Wal-Mart . 2003 . 19%, 35%. Wal-Mart 16%. 32% , 30% , 26% , 20% 13% . 2003 . Fortune Wal-Mart , .
Wal-Mart 1962 . . , 1970- . . , , . 2002 . 1650 Wal-Mart 1000 Wal-mart Super/center. 1983 . Wal-Mart Sam's Club: 500 . 1991 . , . 2002 . Wal-Mart 1200 , .
Wal-Mart . , , , , . , ( ). -
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. - ( ) , Wal-Mart . , : , - , , 8%. , Wal-Mart.
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1962 . , : , . . , . , , , . , , , , . , (Volume Producing Item VPI), , , .
1992 . Made in America ( ) Wal-Mart, 1980- ., , , . -, ; -, . , . ( ). , ;
14*
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, .
, . 50 . . -, Wal-Mart - . , Wal-Mart, , . Wal-Mart , , . , Procter & Gamble.
Wal-Mart 1992 ., . , . , Wal-Mart - , . , , , , . , Roy ( Purina), White Cloud Sam's Choice Great Value.
Wal-Mart - . . . Wal-Mart , , , . . -
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( II)
, Wal-Mart . , , , . Wal-Mart , . , Wal-Mart $20 .
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II.
, DVD-, , . Wal-Mart , , ( Rolling Stone , Glamour pi Redbook) , . , Wal-Mart. , Wal-Mart , , (, ). , Wal-Mart.
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. Wal-Mart ? ? , , Wal-Mart ? Wal-Mart ( Safeway) (, 7-Eleven)?
, Costco Wegmans, , Wal-Mart.
Wegmans
-, Wegmans Food Markets. : 2003 . $3,3 ( 9% , ), 7,5%. Wegmans - Wal-Mart, ( ) Wal-Mart.
1. Wal-Mart Wegmans?
2. Wegmans , ?
3. Wegmans?
4. Wegmans , , , Wal-Mart? Wegmans , Wal-Mart?
Costco
Costco 1981 ., . . Sam's Club. , Sam's Club (312 532), ($34,4 $32,9 ), Costco , Sam's Club. Sam's Club, , Costco
II.
, Callaway, Starbucks , . Sam's Club Costco, Wall-Mart .
1. Sam's Club Costco"}
2. Costco , ?
3. Costco Wall-Mart?
: - Wal-Mart, Costco Wegmans 2003 .; Wal-Mart 2002 .; Anthony Bianco and Wendy Zellner, Is Wal-Mart Too Powerful?, Business Week, October 6, 2003, pp. 100-110.
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