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2. Business Framework 0.5 0.5 skill Knowledge 3. Business Issue 4. Red Oceanvs Blue Ocean , Blue Ocean , , 5. . 6. (Core concepts of Marketing)Wants Needs : : : ( ) ()() 7. (Core concepts of Marketing) 8. 9. 5 10. . SNS 11. 12. * 1. 2. 3. 4. 5. 6. 7. 8. * : : - 13. 2.0 .. ( )1. ? 14. * VS (VR: Virtual Reality) , . . , . (AR: Augmented Reality) . . . . . (), () . 15. " + + ()" 16. 17. http://data.gov.uk Case-Study 18. http://data.gov.uk Case-Study 19. 20. http://www.flickr.com/photos/mediaite/3881515360/ 21. 22. 23. , 24. Object Path , , 21 3 25. 26. . 27. . 28. " . ." 29. " " " 30. -EC - 31. 32. "/ PC " 33. 34. 35. (Web 2.0) Social Communication 2.0 Opened Business Processor Social Networking 2.0 Business be free- No Quality Guarantee Quality Guarantee- No Responsibility Responsibility- No Credit Credit E-Mail, SMS, Blog Mixed Solution, Search, Cy, CafeAdvertising, Cloud Computing, Mobile Kindle, Web App. 36. , , GAP , , 37. : ( : ) ? ? ? ?~10 20 30 40 50 60~ 5 10152530 20 ? 38. ? Marketing 3.0 () (,,) (, , , , , ) => ) . . 39. . : 5 () : > > 3~4 ) ,, , . . 40. Big3 15% 3 - - 40. 30. 15% ... ( ) Gap - ()- (, ) - - . FGI Test 41. . STP 4P1) STP( Segmentation, Target, Position )2) Product, Price Promotion, Place 42. (Brand Marketing) . . Brand 43. Brand Equity = . - . 22 2 , 44. 4ps Marketing mixSTP Segmentation Targeting Positioning 1) : , , 2) : , , , , 3) : , , PR, 4) : , , 45. STP - SegmentSegmentation 40 Needs < > ~35~45~5555~ Health Care 72.9% 55.7% 48.6% 52.9% 51.4% 54.3% 42.9% 32.9% 18.6% 31.4% 47.1% 67.1% 46. STP - Target Target : 40 45 2,304,506,70~ 45 : Prestige my Brand 47. STPSegmentation & Targeting : Target Strategy 35 40 45 50 556040 , 40 50 . . . . 48. STP - PositionPositioning ( ) 40 Prestige Mass 49. 4P - Product Process Gate way 5 : , Health-care 50. 4P Product (GATE WAY 5) Idea Product Test 1,6 - , - ,- ,- , ,, - , - , // C&U Test - ,, M/S /- , , - , Promotion - , - , // - , - Profile .. / Hurdle Point Process SystemC7U : (concept and usage) 51. 4P - Price Price Prestige Prestige Hi-end , push 1 2 52. 4P Promotion : , , , 40 45 (Story & Culture) Creative 40 () 80 !40 ! 53. 4P- Place : Customer Based PUSHA, B Brand DC Repeat Ave. WOMWON Repeat () word of mouth word of Network 54. 4P - Place : Customer Based : customer based PULL strategy Brand value (//) just foods VS how to make foods: model , Needs , Trend depth needs 55. BCG - : : : : (-) : : : : : : (-) : : (build): , (hold): , :(cash cow): (divest): , 56.