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1 2009 Kazuhiro FUKUYO, YAMAGUCHI UNIVERSITY. All rights reserved.
2 (industrial marketing) BtoB marketing BtoC marketing 6O SWOT
3 6O Occupants Organization Object Objectives Occasion Operation Philip Kotler
4 100 9, , , , , ,010 (%) $, 196p SWOT (Strength) (Weakness) (Opportunity) (Threat)
5 (Product) (Price) (Place) (Promotion) HACCP Hazard Analysis and Critical Control Point RoHS EU REACH Registration, Evaluation, Authorisation and Restriction of Chemicals / EU
6 6 (Market pull) (Technology push) pre commercialization R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, 1993
7 Market pull Market pull R&D R&D R&D R&D go/no go Song, Neeley, Zhao, Industrial Marketing Management, 25, 1996 (1)
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23 Y A A XX 60 X100 /kg 60 /kg YY Y 65 /kg YX 1.5 A Y 40 Y Y 2/ /kg Shotgun marketing Rifle shot marketing
24 (1) TOTO1995 TOTO (2) TOTO PPG CI 60
25 SILK (1) SiLK (1996) nm (2003) 65nm ( ) low-k SILK (2) SiLK (1996) 65nm ( ) SiLKnet Alliance: (1999) (2000) (2003)
26 SILK (3) SiLKnet Alliance: Arch Chemicals Inc., Ashland Specialty Chemical Company, Dainippon Screen Mfg. Co. Ltd., The Dow Chemical Company, EKC Technology Inc., Ferro Electronic Materials, Planar Solutions LLC, Supercritical Systems Inc., Tokyo Electron Limited and Verteq Inc., Source: (2) REPORT 2003, No.8, pp Vol. 45(2002), No. 1, pp Robert G. Cooper, Elko J. Kleinschmidt: New Product Success in the Chemical Industry, lndustrial Marketing Management, Vol. 22, (1993) X. Michael Song, Sabrina M. Neeley, Yuzhen Zhao: Managing R&D Marketing Integration in the New Product Developmet Process, Industrial Marketing Management, Vol. 25, (1996)
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