{"created":"2023-06-19T09:37:02.175873+00:00","id":4389,"links":{},"metadata":{"_buckets":{"deposit":"fb5f7f04-96dd-431e-81f6-fb239d624395"},"_deposit":{"created_by":3,"id":"4389","owners":[3],"pid":{"revision_id":0,"type":"depid","value":"4389"},"status":"published"},"_oai":{"id":"oai:cuc.repo.nii.ac.jp:00004389","sets":["1:446:454:456"]},"author_link":["5930","5929","5931"],"item_2_biblio_info_14":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2004-09-30","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"2","bibliographicPageEnd":"26","bibliographicPageStart":"1","bibliographicVolumeNumber":"42","bibliographic_titles":[{"bibliographic_title":"千葉商大論叢"}]}]},"item_2_creator_6":{"attribute_name":"著者名(日)","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"陸, 正"}],"nameIdentifiers":[{}]}]},"item_2_creator_7":{"attribute_name":"著者名よみ","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"クガ, マサシ"}],"nameIdentifiers":[{}]}]},"item_2_creator_8":{"attribute_name":"著者名(英)","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"KUGA, Masashi","creatorNameLang":"en"}],"nameIdentifiers":[{}]}]},"item_2_description_1":{"attribute_name":"ページ属性","attribute_value_mlt":[{"subitem_description":"P(論文)","subitem_description_type":"Other"}]},"item_2_description_11":{"attribute_name":"抄録(日)","attribute_value_mlt":[{"subitem_description":"テスト・マーケティングについては,新製品の市場導入前の最終ステップとしてその重要性はきわめて高いが企業秘密に属することが多く,そのケースが公表されることは少ない。そのため研究論文も少なく,この分野の理論化は進んでない。筆者は,花王(株)在籍中に日米でテスト・マーケティングを経験した。これらの事例を通して日米比較研究を行うことにより,今後の研究の進展にいくらかでも寄与したいと考えている。本稿ではテスト・マーケティングを「新製品開発のプロセス」の中のテスト段階の最終ステップとしてとらえ「新製品市場導入のための意思決定ツリー」としてその位置づけを明らかにした。次稿以降,具体的な事例を中心に新製品開発のプロセスから市場導入,ブランドの確立までをテスト・マーケティングの視点からレビューし,テスト・マーケティングの意義を明らかにしたいと考えている。","subitem_description_type":"Other"}]},"item_2_source_id_13":{"attribute_name":"雑誌書誌ID","attribute_value_mlt":[{"subitem_source_identifier":"AN0014259X","subitem_source_identifier_type":"NCID"}]},"item_2_text_2":{"attribute_name":"記事種別(日)","attribute_value_mlt":[{"subitem_text_value":"論説"}]},"item_2_text_3":{"attribute_name":"記事種別(英)","attribute_value_mlt":[{"subitem_text_language":"en","subitem_text_value":"Article"}]},"item_2_text_9":{"attribute_name":"著者所属(日)","attribute_value_mlt":[{"subitem_text_value":"千葉商科大学マーケティング・リサーチ"}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2004-09-30"}],"displaytype":"detail","filename":"KJ00004189162.pdf","filesize":[{"value":"1.4 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"url":"https://cuc.repo.nii.ac.jp/record/4389/files/KJ00004189162.pdf"},"version_id":"f7059ff2-353c-46bf-8035-c4b579190909"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"テスト・マーケティング研究(1)","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"テスト・マーケティング研究(1)"},{"subitem_title":"Research in Test Marketing (1)","subitem_title_language":"en"}]},"item_type_id":"2","owner":"3","path":["456"],"pubdate":{"attribute_name":"公開日","attribute_value":"2004-09-30"},"publish_date":"2004-09-30","publish_status":"0","recid":"4389","relation_version_is_last":true,"title":["テスト・マーケティング研究(1)"],"weko_creator_id":"3","weko_shared_id":-1},"updated":"2023-06-19T10:40:01.297488+00:00"}