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广播节目果然收到了预期效果。史密斯开始考虑如何才能使虑这节目不
仅刺激了最终用户的购买欲望，而且还能同时激发起各零售商店进货与推销
的积极性，使节目一箭双雕。他们研究制定了一项决策（见附表3），要旨
是：哪家零售店一次购进高柯刺线越多，那节目中就腾出越多时间专门给这
家商店做宣传。零售商进货多了，自然就会推动批发商相应进货。最绝的一
招是，进货量达到一定标准，公司就派一位专职推销员去该店工作一天，带
去一台专门设计的小巧玲珑的便携式线材抗拉强度测验仪，现身说法，用过
硬的当面实验，证实高柯虽貌似纤弱而实际强度一点不低于标准12 号钢丝
（见附表3）。这种办法使贝卡特的推销员们面对面直接接触农、牧民，消
除他们的疑虑。不怕不识货，就怕货比货。这使强大的对手阿姆科钢丝公司
火冒三丈，扬言要到法庭控告贝卡特“诽谤罪”。史密斯稳坐钓鱼台，因为
他知道这只不过是恫吓罢了。另一些主要对手对贝卡特这一手则颇感不屑，
认为这属雕虫小技，成不了气候。但当他们真为它的成果感到威胁时，已悔
之晚矣。
附表3 对零售商购进高柯刺线的奖励政策
最低进货量奖励办法
1 盘“高柯”刺
线（ 48 卷）
在电台广告中给出丹尼所唱小调中两小段歌词，专门宣
传此店，或十段歌词，既宣传此店，也推销“高柯”或
发给＄ 1500 合作奖金。
5 盘“高柯”刺
线（ 240 卷）
四小段歌词专门宣传此店。或15 段歌词，但非专用，
或发给＄ 25。00 合作奖金。
10 盘“高柯”
刺线（ 480 卷）
另加可装满卡
车的其它货物
派推销员到店做一到强度演示。＄ 100。00 合作奖金及
10 段专用歌词（或30 段非专用歌词）。
剩下两个最后的战术性决策，就是广告战在地理上的布局与时机，以及
如何使用公司有限的推销员队伍了。原来的推销力量是较薄弱的，但主要弱
点在于分散使用。每一地区都派一名推销员去终年长驻，淡季时无事可做，
旺季时又照应不过来。由于美国幅员较广，春天由南到北渐渐到来，南方已
柳绿花红，北端仍冰天雪地。史密斯决定把全体推销员于元月初前都集中调
到德克萨斯、新墨西哥、亚利桑那等中部甫端各州，成立一个半永久性推销
小分队，自从元月2 日在已春意盎然的南方诸州“全线出击”，并随着季节
北转尾随而进，一直到达北端加拿大国境线为止。
初战告捷令人鼓舞，南方诸州经两周强化推销，成产的订货批次增加了
约30％。史密斯充满自信，认为这一战役已稳操胜券，而且为今后一段相当
长的时期中的持续扩展，奠定了坚实的基础。他决定整个战役结束后，要把
参与此役的人员全部召来，做一次总结，并研究如何巩固与扩大成果，决定
明年该如何改进，以及这个经验能否搬用到其他产品的销售工作中去。他暗
暗告诫自己：“千万别沾沾自喜。作为一个高级管理人员，应当有雄心壮志，
能高瞻远瞩。下一个战役应向哪儿进击？怎样组织？这是应当马上考虑的事
了。”
＇教学功能及用途＇
这是一个较综合的案例，可在市场学、市场战略讲授过程中组织讨论。
这个案例既有评价性案例的特点，又兼有问题型案例的性质。较全面地概括
了一种市场经营战略的酝酿、构思、制定、贯彻与总结评价的过程；介绍了
一次典型的市场经营实践。在这次成功的战役之后，如何扩大战果，是非常
值得深思的。
＇参考思考题＇
1。从此案例所介绍实践来看，你认为什么叫市场经营战略？在拟定这一
战略时，要考虑些什么？做些什么？
2。从纸面上的战略计划到具体的贯彻执行中间有些什么环节？此例中可
获得何种具体教益？
3。史密斯有何高明之处？尽管此身大胜，但作为一旁观者，你认为有什
么不全面之处？
4。通过这个具体案例，你能提炼出几条指导市场经营管理的一般原则
吗？这里的成功经验哪些可以推而广之？
（本案例选自《管理案例学》一书，选用者王克）
Video Concepts； Inc。
As Chad Rowan； the owner of Video Concepts； Inc。 looked over his
monthly ine statement； he could only shakehis head over how it could
have been so much different。 In many ways he was a very successful
entrepreneur； havingstarted and grown a profitable business。 In other
ways； hw felt trapped in a long…term no …win situation。 The question
now was what should he do given the current businessenvironment。
Basically； Chad had a profitable business but the profits were
relatively small and had stopped growing since a strong petitor；
Blockbuster Video； had moved into town。The profits； however； were not
enough to pay off his long…term debts and provide him with any more
than a subsistence living。 In addition； the chances if selling his
business for e…nough to pay off his debts； and then start another
business；were not good。
In reflecting on what might have been； Chad mented：
I had really hoped to expand Video Concepts into severalsimilar
sized towns within a couple of hours' driving distancefrom here。 The
financial projections； which had been fairly ac…curate until
Blockbuster arrived； indicated expansion waspossible。 I thought I was
growing fast and had put about as
234n what might have been； Chad mented：
I had really hoped to expand Vid 1*hoped to get a partner to
go into this business with ne； andone was very interested。 Right
now ；however； I do not feelthat I'm getting a very good return on ny
tine and capital。
Talking about the current situation； Chad said：
〃I guess I'm getting a taste of my own medicine。 As Igrew； several
local businesses went out of business； but the good news is that the
total market has grown since Blockbusteropened its store。 Their
marketing clout has brought more peo…ple into the market。〃
To pete with Blockbuster； Chad has tried everythinghe can think
of to get market share。 He has said；〃The onlyway to increase revenues
seems to be to raise the rental price；but my lower price is the best
marketing strategy I have。 If Iraise the price； I'm afraid I will lose
a lot of market share。〃
BACKGROUND
Chad Rowan had been interested in having his own busi…ness since
he had started and operated a lawn service businessin high school。 Chad
had started in the ninth grade mowinglawns for his neighbors using his
family's lawn mower。 By thetime he had graduated from high school； his
business had grown to a service that had purchased its own equipment：
ariding mower； two smaller mowers； two blowers； a lawnaerator； and
edger； and a trimmer。 His business grew to the point that he employed
three of his high school friends。 The 235nce he had started and
operat college； and he continued the business throughout his four
col…lege years。
Chad majored in business and took th only two courses that wer
available in entrpreneurship and small businessmanagement。 During his
senior year he did some resarch on the video rental business； which
at that time was a relatively new industry 。His research resultd in
a research papr on the videl rental business。 The paper inclue a
business plan for the start…up lf a wmall vidl rental store with an
inventory of a