한눈에 이해하는 마케팅 원론 (Ⅱ)

() : ( & )

Creworld&Headline Blue

.


(1960) ,

( , ) (1985),, , .

( & )


PROCESS

,

* Concept.*** *


, 1950()*

1) . 2) = .

, . ( : )


, (1970~80)*

1) , , . 2) TV,, .

1. . 2. . 3. = . 4. . ( + )


, (1990)* ,

1) . 2) , . 3) ,, .

+ . (Social Marketing )


, (2000 ~)* ,

1) PC, = , ,. 2) Power . 3) . : 4Ps () 4Cs ( ) 4Es ( )

, , (), . (4Cs : Customer Benefit, Cost to Customer, Convenience, Communication ) (4Es : Evangelist, Enthusiasm, Experience, Exchange)


4Ps

* (Product) ,,,, ,A/S * (Promotion) , * (Price) = * (Place) 1) Route( & , , ? 2)


4Ps 4P 1. :

2. 1950

1) , . 2) Marketing Management . 3) 4P Mix .


.


* , , .* , .* , .


* .* 1) ? 2) .Target * ?* , ?* ? . ( )


1. 1) , . 2) , ( : ) 3) . (: ) () .

2. 1) , . 2) , . .

3. : , , ,, . .


(ABCD)ADCB* After Service .* Before Service Needs .* Communication Needs .* Distribution


,

.

, .


* . ) PC Needs * 5W 1H .

,,,,, 1) ? 2) , ?


.* , . ) , , ?

- Dress Up .


< >Marketing Research

* Needs .* .* Research 1) () 2) , . 3) 4) .

Test Marketing* .* ?, .* .


* : .* : .

* . ) .* ( ) * = . ) TV + = + , +


* TV,, . .* : , .

* 1) . 2) . * ,, .* , , . (Niche)* 1) 2) .* .


* OO !* OO !* .* * : 1) = . 2) (?) ?* .* .


* .* . ) TV : Wide TV, , TV * . ) .* After Service, ,, .* * , .* ,,


1. , M/S or .2. .3. () .

= .

* .


CIC I* C I (Corporate Identity) * ,, 1) . 2) .

* 1) LG 2) SK 3) CJ 4) KB 5) KT


* , .

* , .

* .

* .


* . ) : hite, Cass : ,* . ) Sense 680, PC 2000()


FamilyBrand* ) (CJ , )* , , ) , , , ,SONY .


, 1. : , 2. : 10, 20, 30, 40, 50, 60 .3. : , , , .4. : ,,, .5. / : 2,000 , 2,000~3,000, 3,000 , 5,000 , 7,000 , 1 .6. : , , , .


1. : , , ,, 2. : , , , * : , , , . * - , ,


(Benefit Segmentation)* , ,

, ()


()


Service Marketing 1. .

2. .

3. .


Service Marketing * : ? ) , . * .* .* , .( ,: 1 )


Service Marketing * * : . ) A B , .

* 1 .* .* =


Service Marketing 1. 1) ? 2) ?

2. 1) : . 2) , : . .


.


( ) ( ) ( )


* 12341. : .2. , : .3. :


* , ()121. : .2. : ,


1 23


1. .2.

1. Margin . ( )2. .


7 12


()

1. .2. , .

1. ,,, .2. , 3. .

1. .2. 24 .3. .


() 1. .2. , , .3. , 4. , .

* , ,


, + ,1,000~2,000 2,500 3,000~6,0003,000 . . , 10% ( ) . Full Line DIY,, , .3,000~4,000 .


.Fashionable, . , ~ , Self Service Semi SelfServiceSelf Service Self Service ,, POP Pallet Box. , ,


(Point)(,) or ?1. . , , , .2. , . . . ?1. .2. , .


(Point) ?, ?1. .2. , After Service . 1. Discount Store .2. , .3. .4. .


, . .


, Know-how ,

1. ,, , .2. , , , .3.

1. ,, .2. .


,, 1. .2. .3. .1. , TV, , .2. (, ) .3. .


1. .2. ,

1. ( ) .2. ) , ( ) .

1. .2.


Money(Pocket)* .

* Money 1) , Data Money. 2) , Money. 3) , .

* , (,) Money .


(),


Needs POP System1. : .2. Needs .3. () 1) , . 2) , 1. Data . 2. .3. ,, (,) .4. ,,, Up* POS : Point of Sales.


Needs 1. () .2. .3. .


.


1. .2. Sales , .3. ,,, A/S .1. TV,,, .2. , (POP )1. , 2. , 3. 1+1,


3 1. .2. ,.1. 2. . 3. .4. ,,, 1. .2. .3. TV,,


AIDM

() () () () ()

1. Attention() : .2. Interest() > Desire() > Memory() > Action()3. Interest() < Desire() < Memory() < Action()4. 2,3 : , .


1. : > .2.

1. = .

2. : .

3. : , .

4. . 1) . 2) , .


Salesman Salesman1. , , .

2. .

3. , .

( : + ,, ).


* : , . 1. = .

2. . 1) = . * ( ) , . 2) = * . * . , .


1. * . 2. 1. TV, .2. .3. , , Self Service .* , , .


3. 1. POS System : , POS Data .

2. , , Salesman . * 1. ,,, , . 2. . Deeler Help . 3. , , (Retail Support) . 4. .


?(Media)


? TV


? 1.


? 2. &


?* ? . .* Copy . 1) () 2) () 3) O.K (SK) 4) ,, () 5) () 6) () 7) (LG)


(Publicity)

(3)

1. + .2. , .3. .

1. .2. .3. .

, ( )


/// Schedule AIDMA .


* ?

* ? (?,?)

* ?

* ?


* 1. , . 2. . 3. : .


21C * Human RelationshipConsumeNew Media ChannelInformation /Data GatheringOnlineCommunity


21C 1. /(///) : , () : , ebay (, ) : () : () : 2. : : 3. : , , , , : , SERI : , : , :


.


(Cost based Pricing)

1. (+++++ + ) () .

2. . .


(Buyer based System) , () . ) : , . : .

2. .


(Competition based system)1. . 1) (: , ) 2) , .

2. , , .


* 1. . / 1 . 2. ( ) .* Marketing Mix Point 1. : 4P mix Point 2. 1) 2) . 3. .


1. 19,800, 990 .2. 2, 1,000 .3. .* , , (: ,, )1. .2. = , = .3. ,, .


1. OO OO .2. , .


1. ? 2. ?3. ?4. ?, ?5. , ?6. , , ?


1. = .

2. Dumping ( ). 1) ( ) 2) . 3)

3. . 1) , . 2) .


.


Matrix PPM (Product Portfolio Management)


Matrix * PPM , .*


(Product Life Cycle) PLC


PLC


PLC ManagementPLC Marketing Point


* , 4P .


Marketing Management PointSystem 1. POS (Point of Sales) : , .

2. EOS (Electronic Ordering System) 1) , . 2) . 3) .

3. I E (Industrial Engineering) 1) ,,. 2) . 3) ( or ) , ,


Marketing Management PointSystem 4. .

, (, , )


Marketing Management Point


Marketing Management Point 1. ABC . 1) : () 100 , A : 80% / 10 ( Core Brand) B : 15% / 40 C : 5% / 50 ( ABC 20 : 80 ) 2) ABC POS Core Brand . ABC Core Brand .

2. . 1) B,C , . 2) ABC , .


Marketing Management Point 1. , , . 1) ,,,, . 2) . 3)

2. 1) () . (: ,, ) 2) , , .


. 21


& : air bag : , OO , PL (Product Liability)


100100 1. .2. , .3. . * , , . 1) . 2) , .


1. .2. .3. .


. , . .


( )


MOT (Moment of Truth ) . MOT Moment of Truth . , , MOT . MOT 70-80 . DB , , , 1 , . . .


DM (Direct Mail Advertising) . DM . DM . DB . , . . , , . CRM


. (will) . . .

.


, . . , , . CRM . , . . . 10% , 90% 10% 10% . , , , .


(Noblesse Marketing) VIP . e- . , , , . . , , . (Green) , . . , , ,


. . , . , . , , , , , . 1997 7 . , , . . .


. . , , .

->-> . (Cause Related Marketing) () . .


DataBase , , (one-to-one) . , , , , . (Demarketing) . , . . (Digital Marketing) , . , , , , e- .


, 4P(, , , ) . , . . , . , . , , . . .


(hybrid marketing) , , , , , , , . . . (Business site Marketing) , , . , ,


. , , , , , , . . , , . . . . . , . , , , .


. 30 . 24 , . . . , . , . (Symbiotic Marketing)


, . . . . . , , . .


, . 1 1 . , , , ,, . ->-> . . . , .


. , . . 1 1 , . . . , . . , .


TV, , . . TV 20-30 , , . , , , , . , 1920 (Testimonial Marketing) . .


. (obligation) , " , " . 1) 2) 3) 4) 5) 6) . . . .


, . . . 5 . Pull , . TV , , Push . ) . , (producer) (consumer) .. , . . , , .


. , PC . . , . . , . . . SK , .


. . . , . , , . .


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