한눈에 이해하는 마케팅 원론 (Ⅱ)
DESCRIPTION
마케팅 입문자를 위한. 한눈에 이해하는 마케팅 원론 (Ⅱ). 정리 : 박 남 우 ( 크리월드마케팅연구소 & 헤드라인블루 마케팅 이사 ). Ⅰ. 마케팅의 기초를 연다. ◆ 마케팅의 정의. “ 소비자와 이용자에게 상품 , 서비스를 유통 시키기 위 한 여러 가지 상업적 행위의 효율 향상 ” ( 예전에는 마케팅을 “ 제품을 유통 시키는 방법 ” 이라 고 생각 했었고 , 현재도 판매 현장에서는 “ 마케팅 ” 과 “ 유통 ” 을 동의어로 쓰는 경향이 있다 ). 미국 마케팅협회 - PowerPoint PPT PresentationTRANSCRIPT
-
() : ( & )
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
(1960) ,
( , ) (1985),, , .
( & )
Creworld&Headline Blue
-
PROCESS
,
* Concept.*** *
Creworld&Headline Blue
-
, 1950()*
1) . 2) = .
, . ( : )
Creworld&Headline Blue
-
, (1970~80)*
1) , , . 2) TV,, .
1. . 2. . 3. = . 4. . ( + )
Creworld&Headline Blue
-
, (1990)* ,
1) . 2) , . 3) ,, .
+ . (Social Marketing )
Creworld&Headline Blue
-
, (2000 ~)* ,
1) PC, = , ,. 2) Power . 3) . : 4Ps () 4Cs ( ) 4Es ( )
, , (), . (4Cs : Customer Benefit, Cost to Customer, Convenience, Communication ) (4Es : Evangelist, Enthusiasm, Experience, Exchange)
Creworld&Headline Blue
-
4Ps
* (Product) ,,,, ,A/S * (Promotion) , * (Price) = * (Place) 1) Route( & , , ? 2)
Creworld&Headline Blue
-
4Ps 4P 1. :
2. 1950
1) , . 2) Marketing Management . 3) 4P Mix .
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
* , , .* , .* , .
Creworld&Headline Blue
-
* .* 1) ? 2) .Target * ?* , ?* ? . ( )
Creworld&Headline Blue
-
1. 1) , . 2) , ( : ) 3) . (: ) () .
2. 1) , . 2) , . .
3. : , , ,, . .
Creworld&Headline Blue
-
Creworld&Headline Blue
-
(ABCD)ADCB* After Service .* Before Service Needs .* Communication Needs .* Distribution
Creworld&Headline Blue
-
,
.
, .
Creworld&Headline Blue
-
* . ) PC Needs * 5W 1H .
,,,,, 1) ? 2) , ?
Creworld&Headline Blue
-
.* , . ) , , ?
- Dress Up .
Creworld&Headline Blue
-
< >Marketing Research
* Needs .* .* Research 1) () 2) , . 3) 4) .
Test Marketing* .* ?, .* .
Creworld&Headline Blue
-
* : .* : .
* . ) .* ( ) * = . ) TV + = + , +
Creworld&Headline Blue
-
* TV,, . .* : , .
* 1) . 2) . * ,, .* , , . (Niche)* 1) 2) .* .
Creworld&Headline Blue
-
* OO !* OO !* .* * : 1) = . 2) (?) ?* .* .
Creworld&Headline Blue
-
* .* . ) TV : Wide TV, , TV * . ) .* After Service, ,, .* * , .* ,,
Creworld&Headline Blue
-
1. , M/S or .2. .3. () .
= .
* .
Creworld&Headline Blue
-
CIC I* C I (Corporate Identity) * ,, 1) . 2) .
* 1) LG 2) SK 3) CJ 4) KB 5) KT
Creworld&Headline Blue
-
* , .
* , .
* .
* .
Creworld&Headline Blue
-
* . ) : hite, Cass : ,* . ) Sense 680, PC 2000()
Creworld&Headline Blue
-
FamilyBrand* ) (CJ , )* , , ) , , , ,SONY .
Creworld&Headline Blue
-
, 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. : , , , .
Creworld&Headline Blue
-
1. : , , ,, 2. : , , , * : , , , . * - , ,
Creworld&Headline Blue
-
(Benefit Segmentation)* , ,
, ()
Creworld&Headline Blue
-
()
Creworld&Headline Blue
-
Service Marketing 1. .
2. .
3. .
Creworld&Headline Blue
-
Service Marketing * : ? ) , . * .* .* , .( ,: 1 )
Creworld&Headline Blue
-
Service Marketing * * : . ) A B , .
* 1 .* .* =
Creworld&Headline Blue
-
Service Marketing 1. 1) ? 2) ?
2. 1) : . 2) , : . .
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
( ) ( ) ( )
Creworld&Headline Blue
-
* 12341. : .2. , : .3. :
Creworld&Headline Blue
-
* , ()121. : .2. : ,
Creworld&Headline Blue
-
1 23
Creworld&Headline Blue
-
1. .2.
1. Margin . ( )2. .
Creworld&Headline Blue
-
7 12
Creworld&Headline Blue
-
()
1. .2. , .
1. ,,, .2. , 3. .
1. .2. 24 .3. .
Creworld&Headline Blue
-
() 1. .2. , , .3. , 4. , .
* , ,
Creworld&Headline Blue
-
, + ,1,000~2,000 2,500 3,000~6,0003,000 . . , 10% ( ) . Full Line DIY,, , .3,000~4,000 .
Creworld&Headline Blue
-
.Fashionable, . , ~ , Self Service Semi SelfServiceSelf Service Self Service ,, POP Pallet Box. , ,
Creworld&Headline Blue
-
(Point)(,) or ?1. . , , , .2. , . . . ?1. .2. , .
Creworld&Headline Blue
-
(Point) ?, ?1. .2. , After Service . 1. Discount Store .2. , .3. .4. .
Creworld&Headline Blue
-
, . .
Creworld&Headline Blue
-
, Know-how ,
1. ,, , .2. , , , .3.
1. ,, .2. .
Creworld&Headline Blue
-
,, 1. .2. .3. .1. , TV, , .2. (, ) .3. .
Creworld&Headline Blue
-
1. .2. ,
1. ( ) .2. ) , ( ) .
1. .2.
Creworld&Headline Blue
-
Money(Pocket)* .
* Money 1) , Data Money. 2) , Money. 3) , .
* , (,) Money .
Creworld&Headline Blue
-
(),
Creworld&Headline Blue
-
Needs POP System1. : .2. Needs .3. () 1) , . 2) , 1. Data . 2. .3. ,, (,) .4. ,,, Up* POS : Point of Sales.
Creworld&Headline Blue
-
Needs 1. () .2. .3. .
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
1. .2. Sales , .3. ,,, A/S .1. TV,,, .2. , (POP )1. , 2. , 3. 1+1,
Creworld&Headline Blue
-
3 1. .2. ,.1. 2. . 3. .4. ,,, 1. .2. .3. TV,,
Creworld&Headline Blue
-
AIDM
() () () () ()
1. Attention() : .2. Interest() > Desire() > Memory() > Action()3. Interest() < Desire() < Memory() < Action()4. 2,3 : , .
Creworld&Headline Blue
-
1. : > .2.
-
1. = .
2. : .
3. : , .
4. . 1) . 2) , .
Creworld&Headline Blue
-
Salesman Salesman1. , , .
2. .
3. , .
( : + ,, ).
Creworld&Headline Blue
-
* : , . 1. = .
2. . 1) = . * ( ) , . 2) = * . * . , .
Creworld&Headline Blue
-
1. * . 2. 1. TV, .2. .3. , , Self Service .* , , .
Creworld&Headline Blue
-
3. 1. POS System : , POS Data .
2. , , Salesman . * 1. ,,, , . 2. . Deeler Help . 3. , , (Retail Support) . 4. .
Creworld&Headline Blue
-
?(Media)
Creworld&Headline Blue
-
? TV
Creworld&Headline Blue
-
? 1.
Creworld&Headline Blue
-
? 2. &
Creworld&Headline Blue
-
?* ? . .* Copy . 1) () 2) () 3) O.K (SK) 4) ,, () 5) () 6) () 7) (LG)
Creworld&Headline Blue
-
(Publicity)
(3)
1. + .2. , .3. .
1. .2. .3. .
, ( )
Creworld&Headline Blue
-
/// Schedule AIDMA .
Creworld&Headline Blue
-
* ?
* ? (?,?)
* ?
* ?
Creworld&Headline Blue
-
* 1. , . 2. . 3. : .
Creworld&Headline Blue
-
21C * Human RelationshipConsumeNew Media ChannelInformation /Data GatheringOnlineCommunity
Creworld&Headline Blue
-
21C 1. /(///) : , () : , ebay (, ) : () : () : 2. : : 3. : , , , , : , SERI : , : , :
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
(Cost based Pricing)
1. (+++++ + ) () .
2. . .
Creworld&Headline Blue
-
(Buyer based System) , () . ) : , . : .
2. .
Creworld&Headline Blue
-
(Competition based system)1. . 1) (: , ) 2) , .
2. , , .
Creworld&Headline Blue
-
* 1. . / 1 . 2. ( ) .* Marketing Mix Point 1. : 4P mix Point 2. 1) 2) . 3. .
Creworld&Headline Blue
-
1. 19,800, 990 .2. 2, 1,000 .3. .* , , (: ,, )1. .2. = , = .3. ,, .
Creworld&Headline Blue
-
1. OO OO .2. , .
Creworld&Headline Blue
-
Creworld&Headline Blue
-
Creworld&Headline Blue
-
1. ? 2. ?3. ?4. ?, ?5. , ?6. , , ?
Creworld&Headline Blue
-
1. = .
2. Dumping ( ). 1) ( ) 2) . 3)
3. . 1) , . 2) .
Creworld&Headline Blue
-
Creworld&Headline Blue
-
Creworld&Headline Blue
-
.
Creworld&Headline Blue
-
Matrix PPM (Product Portfolio Management)
Creworld&Headline Blue
-
Matrix * PPM , .*
Creworld&Headline Blue
-
(Product Life Cycle) PLC
Creworld&Headline Blue
-
PLC
Creworld&Headline Blue
-
PLC ManagementPLC Marketing Point
Creworld&Headline Blue
-
* , 4P .
Creworld&Headline Blue
-
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 ) , ,
Creworld&Headline Blue
-
Marketing Management PointSystem 4. .
, (, , )
Creworld&Headline Blue
-
Marketing Management Point
Creworld&Headline Blue
-
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 , .
Creworld&Headline Blue
-
Marketing Management Point 1. , , . 1) ,,,, . 2) . 3)
2. 1) () . (: ,, ) 2) , , .
Creworld&Headline Blue
-
. 21
Creworld&Headline Blue
-
& : air bag : , OO , PL (Product Liability)
Creworld&Headline Blue
-
100100 1. .2. , .3. . * , , . 1) . 2) , .
Creworld&Headline Blue
-
1. .2. .3. .
Creworld&Headline Blue
-
. , . .
Creworld&Headline Blue
-
( )
Creworld&Headline Blue
-
MOT (Moment of Truth ) . MOT Moment of Truth . , , MOT . MOT 70-80 . DB , , , 1 , . . .
Creworld&Headline Blue
-
DM (Direct Mail Advertising) . DM . DM . DB . , . . , , . CRM
Creworld&Headline Blue
-
. (will) . . .
.
Creworld&Headline Blue
-
, . . , , . CRM . , . . . 10% , 90% 10% 10% . , , , .
Creworld&Headline Blue
-
(Noblesse Marketing) VIP . e- . , , , . . , , . (Green) , . . , , ,
Creworld&Headline Blue
-
. . , . , . , , , , , . 1997 7 . , , . . .
Creworld&Headline Blue
-
. . , , .
->-> . (Cause Related Marketing) () . .
Creworld&Headline Blue
-
DataBase , , (one-to-one) . , , , , . (Demarketing) . , . . (Digital Marketing) , . , , , , e- .
Creworld&Headline Blue
-
, 4P(, , , ) . , . . , . , . , , . . .
Creworld&Headline Blue
-
(hybrid marketing) , , , , , , , . . . (Business site Marketing) , , . , ,
Creworld&Headline Blue
-
. , , , , , , . . , , . . . . . , . , , , .
Creworld&Headline Blue
-
. 30 . 24 , . . . , . , . (Symbiotic Marketing)
Creworld&Headline Blue
-
, . . . . . , , . .
Creworld&Headline Blue
-
, . 1 1 . , , , ,, . ->-> . . . , .
Creworld&Headline Blue
-
. , . . 1 1 , . . . , . . , .
Creworld&Headline Blue
-
TV, , . . TV 20-30 , , . , , , , . , 1920 (Testimonial Marketing) . .
Creworld&Headline Blue
-
. (obligation) , " , " . 1) 2) 3) 4) 5) 6) . . . .
Creworld&Headline Blue
-
, . . . 5 . Pull , . TV , , Push . ) . , (producer) (consumer) .. , . . , , .
Creworld&Headline Blue
-
. , PC . . , . . , . . . SK , .
Creworld&Headline Blue
-
. . . , . , , . .
Creworld&Headline Blue