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제 1 장
관광마케팅의 이해
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들어가며
• 마케팅이란 무엇인가? – 판매와 마케팅의 차이
• 마케팅의 유형? – 제품마케팅 vs 서비스마케팅 vs 장소마케팅
– 전통적 마케팅 vs 경험(체험) 마케팅
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전통적 마케팅
좁은 경쟁상대
분석적, 정량적 언어적 방법
제품특성과 편익
합리적 의사결정자로서
소비자
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경험 마케팅
고객의 총체적 경험
절충적 방법
고객의 경험
합리적, 감정적 동물로서 소비자
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Customer orientation
• What is the purpose of a business? Profit or customer? – Customer orientation • The purpose of a business is to create and maintain
satisfied, profitable customers.
• Customer satisfaction leading to profit is the central goal of hospitality marketing
– Customer’s long term (lifetime) value • In general, cost of retaining a loyal customer is just 20 % of
the cost of attracting a new one.
• An increase of 5% of retention rates yielded a profit increase of 25 percent to 125 percent.
– 소비자 지향은 시스템적 접근이 필요 • Ex) 식당에서 폐점시간과 청소문제
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Two perspectives of marketing
– 기업활동으로서의 마케팅:
• 마케팅 관리(marketing management)는 기업의 목표를 달성하기 위하여 상품 (product), 가격 (price), 촉진(promotion), 유통(distribution)을 계획하고, 실행하고 통제하는 과정
• Marketing management(마케팅 관리)
– 기업 경영철학으로서 마케팅
• 기업경영철학(marketing concept)으로서의 마케팅이란, 생애가치(lifetime value)가 높은 고객에게 보다 큰 가치(value)를 제공하는 것을 기업의 목표로 삼고, 이익은 이러한 사명을 통해 충실히 실천함으로써 얻어지는 결과라고 믿는 것이다
• Marketing concept (마케팅 컨셉트)
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Five marketing management philosophies
– Manufacturing (production) concept • The manufacturing (or production) concepts holds
that customers will favor products that are available band highly affordable.
• Background : demand outrun supply
• Focus: – How to make product
– Management should focus on production and distribution efficiency
• Problems: management may become so focused on manufacturing systems without appropriate consideration toward customer.
– Ex) balcony, 식당에서 손님안내,
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Product concept
• The product concept holds that customers prefer existing products and product form
• Focus: developing a good version of existing products and product form.
• Problems: customers may try to satisfy needs and might turn to entirely different products to better satisfy those needs, such as motel instead of hotels.
• An excellent product dose not always guarantee the selling.
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Selling concept
• Selling concept holds that consumers will not buy enough of the organization’s products unless the organization undertakes a large selling and promotion effort
• Back ground: Production capacity outrun demand
• Focus: – How to sell the products (e.g., advertisement)
– The aim of a selling focus is to get every possible sale, not to worry about satisfaction after the sale or the revenue contribution of the sale.
• Problem: The selling concepts does not establish a long term relationship with the customer, because the focus is on getting ride of what one has rather than creating a product to meet the needs of the market.
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Marketing concept
• Marketing concept holds that achieving organization goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors. • 기업은 고객만족에 영향을 미치는 활동을 조정하고, 고객의 만족을 창출하여 유지함으로써 그 이익을 획득한다
– Ex. Tables for singles
• Background: Productive capacity far exceeded demand • Focus: Having what consumers would likely buy • 마케팅 컨셉과 관련된 슬로건
– 욕구를 발견하여 그것을 충족시킨다. – 만들 수 있는 것을 팔려는 것이 아니고 팔리는 것을 만들어라, – 원하는 대로 드세요, – 당신은 우리의 보스입니다
• 판매와 마케팅 – 마케팅의 목적은 판매를 불필요하게 만드는 것이다(피터 드러커)
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Selling vs. Marketing concepts
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Societal marketing concept
• Societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the consumer’s and society’s well being.
• The pure marketing concept ignores possible conflict between short-run consumer wants and long-run societal needs.
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• The societal marketing concept questions whether the marketing concept is adequate in an age of environmental problems, resources shortages, rapid population growth, worldwide inflation, and neglected social services.
• Being environmentally conscious can produce positive publicity and reduce costs in addition to helping the environment
– Example: 금연석 지정, 해피아워, 재활용제품의 사용, 커피전문점에서 리필용 컵, 복권, 경마, green marketing, 카지노문제, sustainable tourism
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Understanding Marketing
– Definition of marketing • Marketing is a social and managerial process by which individuals
and groups obtain what they need and want through creating and exchanging products and value with others
• 마케팅은 개인이나 집단이 제품이나 가치를 창조하여 다른 사람과 교환함으로써 그들이 원하고 필요로 하는 것을 획득하는 사회적이며 관리적 과정 이다
• 교환과정을 통하여 욕구와 필요를 충족시키려는 인간활동 – 마케팅은 고객이 필요로 하는 가치와 만족을 창조하는 것이 핵심이다 기업 경영철학으로서 마케팅
– 기업경영철학(marketing concept)으로서의 마케팅이란, 생애가치(lifetime value)가 높은 고객에게 보다 큰 가치(value)를 제공하는 것을 기업의 목표로 삼고, 이익은 이러한 사명을 통해 충실히 실천함으로써 얻어지는 결과라고 믿는 것이다
– Marketing concept (마케팅 컨셉트)
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Figure 1-1: Core marketing concept
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Core terms in marketing definition
• Needs, wants, and demands – Needs: A human need is a state of felt
deprivation(박탈, 부족) • Kind of needs (Maslow’s need hierarchy)
• Need (problem) recognition occurs when an individual senses a difference between what he or she perceives to be the ideal versus the actual state of affairs
• Way to increase needs (actual and ideal state).
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Need Recognition: Shifts in Actual or Ideal states
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– Wants:
• 문화와 개인의 개성에 의해 변형된 인간욕구의 한가지 형태 (Want are shaped by culture and individual personality)
• Wants are how people communicate their needs
• Customer have the same need but want a different product
– Needs versus wants • “marketing Myopia”(근시안적 마케팅): focusing on existing
want and losing sight of underlying customer needs.
• Ex: 햄버거와 삼각김밥, drill bits
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Marketing oriented definitions of a business
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• Demands
– 구매력이 뒷받침된 wants(demand is a want backed by buying power)
– People have almost unlimited wants, but limited resources: They choose products that produce the most satisfaction for their money.
– Consumers view products as bundles of benefits and choose those that give them the best bundle for their money.
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• Products and Services
– a product is anything that can be offered to a market for attention(주의), acquisition(획득), use(사용) or consumption(소비) and that might satisfy a need or want.
– The concept of product is not limited to physical objects.
– The term product includes much more than just physical goods or services.
» 장소(places), 조직(organization), 활동(activities), 아이디어(idea) 등을 포함
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– Value, satisfaction, and quality • Value:
– Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs.
– Consumers make buying choices based on their perception of value that various products and services deliver.
• Customer value – The difference between the benefits that the consumer
gains from owning and/or using a product and the costs of obtaining the product
– 가치(Value) = what you get – what you give up
– The costs can be both monetary and non-monetary (time)
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• Satisfaction:
– Satisfaction with product is determined by how well the product meets the customer’s expectations for that product.
– That is, customer satisfaction depends on a product’s perceived performance in delivering value relative to a buyer’s expectations.
– How much? Sources of expectation, level of expectation
– 기업의 이익을 포기 하지 않으면서 고객 가치와 고객만족을 창출할 수 있어야 한다.
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• Quality:
– 좁은 의미: 결점이 없는 것(Free from defects)
» Then, what is defect?
– 넓은 의미
» 고객을 위하여 그 무엇을 하는 것. 따라서 결점은 고객이 원하지 않으면 그것이 바로 결점이다.
» 고객의 욕구충족과 관련이 있는 제품이나 서비스의 특성과 특징의 모든 것 (The totality of features and characteristics of a product that bear on its ability to meet customer needs)- American Society Quality Control)
» TQM(Total Quality Movement)에서 ROQ(Return on Quality): The fundamental aim of today’s total quality movements has become total customer satisfaction
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– Exchange, transactions and relationships • Exchange(교환):
– Exchange is the act of obtaining a desired object from someone by offering something in return.
– Exchange is only one of the several ways people can obtain a desire object(사냥, 약탈, 교환)
– 교환의 조건: 교환 당사자, 가치의 소유, 거래에 대한 자유의지, 거래의 자유, 의사소통의 원활
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• Transactions(거래):
– 교환의 측정 단위
– Whereas exchange is the core concept of marketing, a transaction is marketing’s unit of measurement.
– A transaction consists of a trade of values between two parties.
» Ex) A gives X to B and gets Y in return at a certain time and place and with certain understood conditions
– 고전적 화폐거래로부터 물물거래 혹은 어떤 제한에 대한 반응도 포함.
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– Relationship marketing: • Relationship marketing focused on building relationship with
a company’s profitable customers. • Most companies are finding that they earn a higher return
from resources invested in getting repeat sales from current customers than from money spent to attract new customers.
– Relationship marketing versus transaction marketing • Transaction marketing is part of the large idea of
relationship marketing • Increasingly, marketing is shifting from trying to maximize
the profit on each individual transaction to maximizing mutually beneficial relationships with consumers and other parties. • Relationship marketing is most appropriate with customers
who can most affect the company’s future(20/80 rule)
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– Markets: • A market is a set of actual and potential buyers who
might transact with a seller
• 전통적의미의 시장
– 재화를 교환하기 위하여 판매자와 구매자가 집합하는 장소
• 현대적의미
– 판매자는 산업을,구매자는 시장을 구성
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Maxim related to marketing concept
• 고객으로부터 출발하라:필요와 욕구
• 고객에게 경쟁자보다 더 큰 가치를 제공하라:가치와 편익
• 한번 고객을 영원한 고객으로 만들어라:고객의 획득 유지 생애가치
– lifetime value 관리: 적절한 획득비용과 유지비용 지출/획득률 유지율 향상/ 디마케팅/ relationship 마케팅)
• 고객은 평등하지 않다
– 80/20의 룰: 상위 20%가 대략 80%의 이익을 구성함
– ex. 한빛은행
• 최종 구매자만이 고객은 아니다
• 이익은 목표가 아니라 결과다
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개인과제
• 여러분의 마케팅 대상(target market)을 하나씩 선정하여 마케팅철학(philosophy of marketing)으로서 마케팅 컨셉(marketig concept)을 이용하여 만족스런 고객으로 창출(create)하고 유지할 수 있는 방법을 수립하시오.
• 여러분이 생각하는 성공적인 마케팅 사례를 찾아 요약하고 여러분의 관점에서 성공의 이유를 설명하시오