2009 Kazuhiro FUKUYO, YAMAGUCHI UNIVERSITY. All rights reserved.
(industrial marketing) BtoB marketing BtoC marketing 6O SWOT
6O Occupants Organization Object Objectives Occasion Operation Philip Kotler
100 9,900 5 490 11 750 11 1,100 13 1,250 16 1,550 18 1,750 30 3,010 (%) $, 196p SWOT (Strength) (Weakness) (Opportunity) (Threat)
(Product) (Price) (Place) (Promotion) HACCP Hazard Analysis and Critical Control Point RoHS EU REACH Registration, Evaluation, Authorisation and Restriction of Chemicals / EU
6 (Market pull) (Technology push) pre commercialization R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, 1993 6 R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, 1993
Market pull Market pull R&D R&D R&D R&D go/no go Song, Neeley, Zhao, Industrial Marketing Management, 25, 1996 (1)
(2) SiLK 2
1 1
PR (Hakansson, 1982)
4P EDI
3 (2)
105%105
y % x % w % z % 4 w % x % 3 y % z % 2
IBM SI
IR CM
ICT ICT A Z X X A X A Y Y Y X
Y A A XX 60 X100 /kg 60 /kg YY Y 65 /kg YX 1.5 A Y 40 Y Y 2/31.5150 /kg Shotgun marketing Rifle shot marketing
(1) TOTO1995 TOTO http://www.toto.co.jp/hydro_g/g1.htm (2) TOTO 1000 270 PPG CI 60
SILK (1) SiLK (1996) 100 130nm (2003) 65nm ( ) low-k SILK (2) SiLK (1996) 65nm ( ) SiLKnet Alliance: (1999) (2000) (2003)
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: http://www.dow.com/silk/silky/extend.htm (2) REPORT 2003, No.8, pp. 20 21 Vol. 45(2002), No. 1, pp. 95 108 18 3 Robert G. Cooper, Elko J. Kleinschmidt: New Product Success in the Chemical Industry, lndustrial Marketing Management, Vol. 22, 85 99 (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, 545 553 (1996)