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Autorenverzeichnis

Aaker 41,68, 130 Abell 18 Abernathy 146 Abrams 59 Agarwala 91,92,93,95 Akerlof 32, 33 Albach 31,91, 150 Alexander 194 Arndt 37,45 Arrow 41,42,45,51,97 Assfalg 19

Bansch 207 Bahrami 187 Bass 48,49,54,62,69,72,73 Bauer 32,36 Beckwith 67 Behrens 41 Bensoussan 42,91, 97, 98, 168 Berelson 37, 214 Bergler 15,218 Berners 19 Biethahn 91 Birkigt 215,218 Bitta 28 Boeker 81,82,84,87,88,89,91,161 Bohr 19 Bond 38 Borchardt 30 Bradford 66, 67 Bradley 104 Brede 26 Bretschneider 66, 67 Brock 27, 38, 184 Brockhoff 107,190 BuHez 15,4~ 53, 68, 79, 80,91, 93,95,97,

98,130, 168 Buzzell 68, 104

Carman 130 Catry 104 Chestnut 28,33 Chevalier 104 Oarke 48,49,62,64,65,93,95,138 Clifford 15, 107 Coase 153 Coleman 37,214 Collins 65 Comanor 35 Corstjens 19 Cox 37 Cunningham 37

Davidson 38 Day 41,68 Dean 103 Dhalla 188 Dieterich 31, 33 Dodson 65,68,76 Dolan 143 Domizlaff 25,35,37,38,217 Dorfman 135 Douglas 153 Doyle 41

Easton 15,103 Eckhardt 37,41,80,81,94,151 Ehrenberg 28,63 Eichhorn 98 Engelhardt 30, 31 Erickson 141,142,144 Eskin 50

Farivar 73 Feichtinger 144 Ferner 19,91 Festinger 32 Fischerkoesen 41 Frank 60 Freudenmann 104 Friesewinkel 197, 221 Frohn 86, 113 Fry 34,85

Gaudet 37, 214 Gensch 42, 97, 98, 168 Gijsbrech ts 19 Gould 142, 144 Griliches 62, 65 Guadagni 60 Gutenberg 7,15,103

Haley 42,56 Hamelman 194 Hammond 18 Hanssens 49, 57 Hartmann 220 Hauser 28,37,41 Hax 193 Hayes 146 Hedley 18 Heeler 73 Heidrich 24, 32, 33, 38 Helson 40 Henderson 18,35,106, 144, 146

243

Hicks 25 Hilse 68,93 Hirach 34 Hoppmann 36,38 Horsky 68, 73, 76 Houston 60 Howard 31,33 Humbel 153 Hummrich 37 Hustad 73

Jacoby 28, 33 Jeuland 28, 143 Johannsen 15,103 Jorgenson 48

Kaas 31,33,71 Kalish 142, 143, 144 Kalwani 28 Katz 37,214 Kaufer 35 Kerby 33 Kern 193 Kitchener 98 Klein 65 Klu1.\mann 104 Kotler 21,48,91,194 Krautter 104 Krelle 91,98,135,155,173 Kucher 65, 81

Lakhani 142, 144 Larnbin 15,49,58,68,77,173, 176 Lanzilotti 105 Lazarsfeld 37, 214 Lean 38 Leeflang 47,53,64,68,113 Leibenstein 37 Leone 62 Levien 49, 57 Levitt 31,32,37 Link 104 Little 42,45,50,65

Mah~an 19,20,66,67,76 Mann 53 Markham 37 Massy 60 Mate 37,76 Mayer 220 Mazanec 197,202,216 Mazze 194 McAlister 28 McMillan 37,41 Meffert 77 Menzel 37,214 Merkle 81,83,84,91,210,211 Mitchell 91,97,98 Moschel 205 Monroe 28 Montgomery 49,68, 104 Moran 58,59

244

Morton 91,97,98 Mothes 36 Mount 48,49 Miiller 103 Muller 65, 76

Naert 42,47,53,64,91,97,98,113,130,168 Nakanishi 92 Nenning 67 Nerlove 41,42,45,51,97 Neuhaus 34 N«:vers 73 Niehans 150 Nystrom 40

Olson 68 Osgood 33

Palda 46,48,49,68,127 Parfitt 65 Parsons 21,48,53,64,67,68 Peckham 15 Peeters 58 Peles 49,68 Pessemier 28 Peters 7,38 Peterson 76 Picconi 68 Pilon 69 Plenge 90 Plinke 205 Porter 32 Priemer 184

Raffee 207 Rao 45 Ray 41 Rechenauer 220 Reinohl 195 Reuyl 68 Rinne 40,58,59,60 Robertson 37,71,211 Robinson 142, 144 Rogers 37,71,211 Roselius 33 Rowland 98

Saaty 19 Sabel 27,76 Samuels 68 Sandler 103, 197,219 Sasieni 131 Sautter 207 Scherer 190 Schlegel 189 Schmalen 76 Schmalensee 35,55, lOS, 135 Schnabel 67, 68 Schneewei1.\ 86 Schneider, E. 193 Schneider, K.H. 150 Schultz 21,48,53,64

Schweiger 197,202,216,222 Sebastian 55,65, 76, 81, 144 Selten 30,91,151,155,173 Sethi 128 Shapiro 28 Sheth 31, 33 Sil berer 207 Silk 49, 68, 104 Simon,H.40,42,45,55,57,64,65,67,68,76,

81, 111,125,133,136,138,144,145, ISS, 168,171,173,177,193

Simon, H.A. 33 Simon, J.L. 45,68, 138 Simon, L.S. 73, 76 Sobel 27 Spector 103 Spence 32,33 Spremann 135,140,141,143,144 Stadler 215, 218 Stahl SO, 81, 85, 87, 91 Statman 35, 36 Steiner 135 Stiglitz 33 Strang 15 Sultan 104 Suzuki 146

Taylor 34 Telser 68, 93 Theisen 30 TIgert 73

Topritzhofer 67 Tsurumi, H. 42, 53, 98 Tsurumi, Y. 42,53,98 Tyebee 35,36

Urban 28,37,41,91,92,93,94,95

Vanden Abele 68 Vanhonacker 28,62,69 Vernon 104

Wagner 67 Waterman 7,38 Weinberg, C.B. 135 Weinberg,P.31,33 Weinstein 19 Weiss 60 Weizsacker, von 33,35,38 Welam 42,97,98,168 Wierenga 28, 63 Wilson 35 Wind 19,20,31 Winer 66,67 Wittek 15, 18, 106 Wortzel 36

Yon 48,49

Zemel 91, 97, 98 Zimmermann 91 Zingler 184, 185

245

Sachregister

Abltiseperiode 185, 193 Abltisezeitpunkt, optimaler 183, 187 -190 Absatz-

daten 81,89 - daten, kaufindividuelle 81-84 - daten, kundenindividuelle 81-84, 99-100 -- heifer 214 - matrix, kaufindividuelle 82, 86, 89 - matrix, kundenindividuelle 82,87,89 Adaptionstheorie 40,45,56 Amoroso-Robinson-Relation 125, 128, 150,

170 Ankerpunkt 40,45,56,58 Ansoff-Matrix 198 Anwendungsbericht 212-213

Badwill-Transfer 21, 23, 25, 38, 200, 219 Bait and Switch 30 Bass-Modell 54,72-73,142-143 Bedarfs-

komplementaritiit 25, 27 - 29 - substitutivitiit 25,26-29 - verbund 19,32,40,43,78,82,109-110,

209-210 - verbund, komplementiirer 25-29 - verbund, substitutiver 25-29 Beschaffungsverbund, komplementiirer 19,

29-32,40,43,78,82,94,109 Bezugsprodukt 21 Boston Consulting Group-Matrix 15, 106 Brand Name Factor 98 Break-Even-Menge 195-196,199

Carryover, Koeffizient, siehe dynamischer GWT,62

Cash Flow Entwicklung 16, 17 Company Name Factor 98

Dachmarke 215-222 und neue Produkte 220-221 und Produktpositionierung 218- 219

Dachmarkenstrategie 215-222 bei Produkteinfiihrung 220

Datenverdich tungstechnik 89 Diffusions-- modell 54,71,76-77,140,142,144 - prozeJl. 73, 76 Dorfman-Steiner-Theorem 135-136,142,

153, 157

Edgeworth-Paradoxon 151, 161 Einkaufsverbund, dynamischer 30,43, 81

(siehe Geschiiftstreue) Einzelmarkenstrategie 215 -222 Eliminationskriterium bei produktiibergreifen-

dem GWT 195 Erfahrungskurve 35, 144 Ersatzkauf 77, 146 Erstabsatzpotential 71-73 Erstkauf- 71,77,144 - intervall 144 - zeitraum 71 Extrapolationsprinzip 33, siehe auch Generali-

sationsprinzip Faktorenanalyse 103-106 Firmen-- goodwill 36, 97, \03 - marke 218 - name 24-25,33-34, 201-202 - werbung 98 - zeichen 201-202

Generalisation(s)- 24, 34, 38,41, 102, 110, 140

- prinzip 33,42, 110 Geschiiftstreue 31 Gewinnpotential der strategischen Optimierung

139 Goodwill- 15,23 - Beitrag 54, 121-122 - Determinanten 103-106 - Empfang 121 - Entstehung 20-24, 35 - Firmen- 36, 97, 103 - In terdependenzen 18 - Position, Bewertung der 192 - Produkt- 39,97,102-107 - Produktlinien- 36,96,102-108,111,119,

122 - und Goodwill-Transfer 15-23 - und Innovation 35 - und Kiiuferverhalten 24-44 - und Mehrproduktunternehmung 15-19 - und Unternehmensentwicklung 15-16 - und Wettbewerbsdynamik 37-38 Goodwill-Transfer (GWT) 23,44 - als Belohnungs- und Sanktionsmechanismus

38 - Arten des 21-22,44

247

- auf das neue Produkt 196-198 auf ein Foigeprodukt 185 -187 bei Ersatzkiiufen 77 bei Erstkiiufen 71-77 bei Gebrauchsgiitern 71-77 bei Preisiinderungen 58-60 bei Verbrauchsgiitern 62-70 bei Werbeiinderungen 56-57 Dauer des 47 der Werbung 45-57 des neuen Produktes 199 des Preises 58-60 Dimensionen des 23 direkter 21,22,39,45-60,91-95 dynamischer 21,22,24,39,45-77,123-147 dynamisch produktiibergreifender 96-108 hoherer Ordnung 169. 171 indirekter 21, 22, 61-74, 69-91 Instrumente zur Steuerung des 200-215 interpersoneller 22, 211- 214 intrapersoneller 22, 203-210 Matrix des 116-117 Modelle siehe unter Modell negativer 154-157 n-ter Ordnung 169 positiver 157-159 statisch produktiibergreifender 21,22,26-27,78-95 Steuerung, 200-222 Steuerung im Handelsbetrieb 210-211 Steuerung und Meinungsflihrerschaft 214 strategie 215-222 Strukturierung 19-23 und Bedarfsverbund 25-29 und Beschaffungsverbund 29-32 und Diversifikation 198-199 und Informationsverbund 32-43 und Marketingorganisation 162 und neue Kunden 65-66 und Preis 40-41 und Produktfolgepolitik 183-194 und Produktlinienveriinderungen 194-200 und Produktwahrnehmung 216-218 und Risikostreuung 219-220

- und Werbung 41-42 Voraussetzungen 24-25 zeitvariabler 66-67, 138

Hamiltonfunktion 127-128,141 Herstellertreue 33-34, 38

Identifikations-- bedingung 24,33,110,199-203,215 - merkmal 24-25,33 Imitationskoeffizient 74,76,141,143 Impulskauf 30, 210 Information "chunk" 33,39,42,55, 102 Informationstransfer, interpersonell 71-73 Informationsverbund 19, 32-43, 78, 82, 87,

94,102,109

248

instrumentaler 39, 43 - produktabhiingiger 32-39,69,87, 102,

109 Inkompatibilitiitsstrategie 203 Innovationskoeffizient 74,76,141, 143 Interdependenzen der Produktlinie 18-19 Interdependenzmodell 111-119,121,173 Isogewinnliniensystem 155, 158-159

Kaufakt 81, 85 Kaufereignis - betrachtung 85,101 - matrix 89 Kaufmengenbetrachtung 85, 101 Kaufwahrscheinlichkeit 101 Kommunikationspolitik 206-212 Konditionspolitik 205-206 Konkurrenzmodell 93-94 Koyck - Modell 64-65 - Transformation 48 Kreuzpreis

koeffizient 160, 165 - response 93

Laufzeitoptimierung 193 Lebenszyklus - Indikator 184 - Kunden- 204 - Produkt- siehe Produktlebenszyklus Lieferantentreue 30 Life-Cycle-Mix 15,107

Marken-familie 200, 215 name 24-25,33-34,201-202 trennung 220 treue 33-34,38,65,153 wechselmatrix 85 zeichen siehe Markenname

Marketinginstrumente in Diffusionsmodellen 76 zur Steuerung des interpersonellen GWT 211-215 zur Steuerung des intrapersonellen GWT 203-211

Marketingkomplementaritiit 157 -162 Marketingmultiplikator 134-140,146-147,

152,171-172,176-177,193 Marketingstrategie

bei direktem GWT 126-133 - bei dynamischem GWT 126-147,168-182 - bei indirektem GWT 134-145

bei Produktlinien-Restriktionen 162-167 - bei produktiibergreifendem GWT 148-182

flir Gebrauchsgiiter 140-146 - fUr Verbrauchsgiiter 134-139 Marktanteilsmodell 27,29,93 Meinungsfiihrerschaft 214 Mengenzusammenhang 79-80, 149, 154 - dynamisch produktiibergreifender 99 - dynamischer 61,64,72-73

- statisch produktlibergreifender 79 Modell - Diffusions- 54,71,76-77,142,144 - des direkten dynamischen GWT 45-60 - des dynamisch-produktlibergreifenden

GWT 96-108 - des indirekten dynamischen GWT

61-77 - des statisch-produktlibergreifenden

GWT 78-95 - Interdependenz- 111-119, 121, 173 - Konkurrenz- 93-94 - Marktanteils- 27, 29, 93 - Parial Adjustment- 64-65 - Planungs- 18-19 - Produktlinien- 96,101-108,111,113-

114,119-122 - von Bass 54,72-73, 142-143 - von Bensoussan 97 - von Gensch und Welam 97 - von Kitchener und Rowland 98 - von Koyck 64-65 -- von Nerlove und Arrow 41-42,51-55,

127,130 Modernitats-- index 105,111,119-120 - kriterium 105

Nachfrageverbund 25 Nachkaufwerbung 207 Nerlove-Arrow-Modell 41-42,51-55,127,

130 Neuheitsbonus 98 Niehans-Formel 150

Obsoleszenz 173,183,193 - faktor 66, 186 - rate 66,116,118,120-121,173 - stadium 137 One-stop-shopping 30

Paketangebote 203-204 Partial Adjustment-Modell 64-65 Penetration-Skimming-Strategie 177 Planungsmodell - strategisches 18-19 Point of Purchase 30 Portfolio - Kategorie 106 - Konzept 15-16 Preis-- anderungswirkungen 40,58-60,131-133 - anderungswirkungen, asymmetrisch 58-60 - imageeffekte 40,43

- optimaler, isoliert 150,157,161,170 - optimaler, produktlibergreifend 150-

151,156-157,161 - optimaler, statisch 125,133,135,139,

144, 145 - optimaler, strategisch 125,133,135,

139,144,169-170,176-177 - politik 205-206

- pulsierender 131-132 - response 57-59,64,93,112,116,134,

145 - response, asymmetrisch 58-60 - responsefunktion 45, 111, 125, 145 - responsekoeffizient 173 - senkungspotential 13 3 - strategie 19,75,123

Prinzip des kalkulatorischen Ausgleichs 83, 150

Product Migration 187 Produkt-

elimination 194-196 - goodwill 39,97,102-107

hierarchie 19-20,102 lebenszyklus 15,22,39,72-73, 102-106,114-115,136,183,220 linie 17-20,38,78,81,87,110 liniendimension 22 linienerweiterung 196-199 liniengoodwill 36,96,102-108,111,119, 122

- liniengoodwill, Absatzeinflul~ des 107-108

- liniengoodwill, Determinanten des 103-107

- linienmodell 96,101-108,111,113-114, 119-122

- linienmultiplikator 152-161,171,175, 177,180

- linienpolitik 183-199 - linienrestriktionen 162-167 - linienveranderungen 194 - politik 203 - portfolio 15-16 - positionierung 218-219 - wahrnehmung 216- 218 - wechselkosten 189-190,192 Pulsations-- budget 131 - preis 132-133 - strategie, Preis 131-133 - strategie, Werbung 130-131

Qualitats-- indikator 32-33 - verptlichtung 38

Rabatt 205-206 Referenzen 213-214 Response - direkte 21,22,46,49,57,61,65,79,99,

134 - Preis- 57,112,116,134 Risiko-- ausgleich 107 - bewaltigungsverfahren 33-34 - streuung 219- 220

Sattigungs-- erscheinung 140

249

- grad 75 - Menge 73-74 Sortimentspolitik 210 Sunk Costs 206 Superzeichen 24,32

Tanimoto-Koeffizient 90 Trading Up 204 Transferinstrumente siehe GWT-Steuerung Transferkoeffizient

dynami~her 62,66,118-119,139,145 dynamisch-produktObergreifender 100 dynamisch-produktspezifischer 68 stati~h-produktiibergreifender SO, 84-86 zeitdegressiver 122

- zeitkonstanter 122 zeitvariabler 136, 186

Verbund-- intensitiit 210

kaufartikel 203 kaufmatrix 89 kaufpriimie 211 kaufverhalten 211 kaufkoeffizient 87

- werbung 209 - werbeziele 209 Vertrauenskapital 15,52

250

Werbe-inhalt 207 response, direkte 46-47, 134 responsefunktion 45 responsekoeffizient 54, 208 stragegie 19,123,128-129 strategie, pulsierende 131 wirkung 41,45-51,125-127

Werbung mit Absatzhelfern 214-215 mit Anwendungsberichten 212-213 optimale, bei Pulsation 131 optimale, produktiibergreifend 151, 156-157

- optimale, statisch 124,127,135,138, 144 optimale, strategisch 127, 135, 138, 144 und GWT 41-42,208-210

Wettbewerbsdynamik und Goodwill 37 -38 Wiederholungskauf 77 Wiederverkauf-- verhalten 33, 62, 64 - wahrscheinlichkeit 77 Wirkungskette 205

Zusammenkauf 81 Zwischenkaufintervall 62, 145 Zwischenkaufzeit 62

Die erste anwendungsbezogene Theorie der Preise

Hermann Simon

Preis­management 1982, xx, 484 Seiten Bestell-Nr.126/69141

Der Preis als Marketinginstrument hat nach Obereinstimmender Mei­nung von Wissenschaft und Praxis in den letzten Jahren aufgrund von Marktsattigungserscheinungen, Internationalisierung des Wett­bewerbs und strukturellen Veran­derungen im Handel standig an Bedeutung gewonnen. Bisher stellte die Preistheorie jedoch keine Entscheidungshilfen bereit, die aus der Sicht des Managements als zufriedenstellend angesehen werden konnen. Der Autor hat sich als erster die Aufgabe gestellt, Ver­fahren und Methoden des Preis­managements zu entwickeln, die zur Oberwindung der Diskrepanz zwischen Theorie und Verfahrens­weisen der Praxis fUhren. Die Ableitung wissenschaftlich-fundierter Empfehlungen fOr den Manager, der mit preispolitischen Entschei­dungen befaBt ist, steht folgerichtig im Vordergrund.

Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Postfach 1546, 6200 Wiesbaden 1 D4B1.E

Marketingforschung bei Gabler

Heribert Meffertl Manfred Bruhn

Markenstrategien im Wellbewerb Empirische Untersuchungen zur Akzeptanz von Hersteller-, Handels- und Gattungsmarken (No-Names) Unternehmensruhrung und Marketing, Bond 18

X, 250 Seiten, Bestellnummer 126/03604

Betnebswlrtschaftllcher Verlag Dr Th Gabler GmbH Pastfach 1546, 6200 W,esbaden 1

Der Markenartikel war iahrzehntelang Garant rur ein erfolgreiches Marketing von Produktions- und Hondelsunter­nehmen. In neuerer Zeit machen ,.No­Names- dem Markenartikel Konkur­renz. Meffert/Bruhn nehmen aufgrund empirischen Dotenmoterials neben einer Standortbestimmung der Anpassungs­prozesse eine Analyse der Entwicklungs­tendenzen in der Hersteller- und Handelspolitik vor. Die aufgezeigten strotegischen Implikotionen der Marken­politik im vertikalen Marketing sollen Marketingwissenschoftler und -praktiker in die loge versetzen, Chancen und Risiken der Durchsetzung von Marken­strotegien aus einer umfassenden Ge­samtbetrachtung heraus zu analysieren und zu bewerten.

DAHL