한눈에이해하는 마케팅원론(Ⅱ) - pds14.egloos.compds14.egloos.com/pds/200901/21/43/a0102643_49770d9b167c5.pdf · 2007-3-10 Creworld&Headline Blue 1 한눈에이해하는

2007-3-10 Creworld&Headline Blue 1

()

: ( & )


.


(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)A

DC

B

* 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 + =

+ , +

* .

)

.

*

( )


* ,, .

* , ,

.

*

1)

2) .

* .

(Niche)

*

1) .

2) .

* TV,, .

.* : ,

.


* OO !* OO !

* .* * :

1) = .2) (?)

?

* .*

.


* , .

* ,,

* After Service, ,, .

*

*

.

) .

* .

* .

) TV : Wide TV, , TV


*

.

1. , M/S or .

2. .3. () .

= .


CI

C I* C I (Corporate Identity) * ,,

1) .2) .

* 1) LG2) SK 3) CJ4) KB5) 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) , : .

.


.


( )

( )

( )


*

1 2 3 4

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


* , ()

1 2

1. : .2. : ,


1

23


1.

.

2.

1. Margin .

( )

2.

.


7 12


()

1. .2. ,

.

1. ,,, .

2. , 3. .

1. .2. 24 .3. .


()

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

.

* , ,


(

)

10% ,

, .

3,000~4,000

.

Full Line

DIY,,

.

.

.

3,000

3,000~6,000

2,500

1,000~2,000

,

+

,


,

,

Pallet Box

.

,

POP

,

Self ServiceSelf Service

Semi Self

Service

Self Service

,

~

,

.

,

.

Fashionable


(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 System

1. : .

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

Salesman 1. , , .

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)

,

()

Ticket

()

T.V

4


?

TV


?

1.

*

.

1. , .

2. .

3. .

.


?

2. &

1. .

2. .

3. ,

1. .

: .

2. .

3.

.

4. =

: ,


?* ?

. .

* 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 Relationship

Consume New Media Channel

Information /Data Gathering

OnlineCommunity


21C

1. /(///) : , () : , ebay (, ) : () : () :

2. : :

3. : , , , , : , SERI : , : , :


.


(Cost based Pricing)

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

2. . .


(Buyer based System)

1. , () .) : ,

. :

.

2. .


(Competition based system)

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

.

2. , , .


* 1. .

/ 1 .

2. ( ) .

* Marketing Mix Point1. : 4P mix Point2. 1) 2) .3. .


1. 19,800, 990 .2. 2, 1,000

.3. .

* , , (: ,, )

1. .2. = , =

.3. ,, .


1. OO

OO .

2. , .


1.

.

2.

.

1.

.

2.

:

1. .

1) .

2) , .

1.

.

: .

2.

: ,

3. = .

( )

( )


( )

( )

[]

* Big Mc Set .

3,500 2,900.

7/ 35/.

(5 )

[ ]

1. 1

2.

.

3. ,

.

1 2, 2 3 2

.


1. ?

2. ?

3. ?

4. ?, ?

5. , ?

6. , , ?


1. = .

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

.3)

3. .1) , .2) .


1.

.

2. .

1. .

2. .

3.

.

4. , ,

.

5. :

.


1. , .

2. .

3.

.

()


.


Matrix

PPM (Product Portfolio Management)

1. , .

2. ,

Star .

1. .

2. Dog .

[ Cash Cow][ Dog ]

1. ,

.

2. .

1., ,

2. 3. Dog

[ Star ][Problem Children]


Matrix

* PPM , .

*

1. Niche .

2. .

Nicher

1. .2. Leader, Challanger

Follow

1. 2,3 .

2. Leader Appeal .

Challanger

1. 1 ,

2. , .

Leader


(Product Life Cycle)

PLC


PLC

1. , .

2.

.

1. , .

2. .

1. , .

2. ,

1. .

2. , .

1. .

2. , .


PLC Management

PLC Marketing Point

*

*

*

.

*

*

*

*

*

*

*

*

()

*

.

*

.

* ,

*

*

*

.

*

*

,


Life Cycle , ,

,, ,

, ,

, , ,

.

()

* , 4P .


Marketing Management Point

System

1. POS (Point of Sales): , .

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

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

,



System

4. .

, (, , )



* ,,,,

* ,

* [: PM (Product Manager)]

* Project

* , / ,

* + Matrix

*



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 ,

.



1. , , .1) ,,,,

.2) .3)

2. 1) () .

(: ,, )2) , ,

.


. 21


&

: air bag

: , OO ,

PL (Product Liability)


100100

1. .2. , .3. .

* , , .1) .2) , .


1. .2. .3. .


.

, .

.


( )


, , , 1 , . .

.

DB

.

MOT Moment of Truth . , , MOT .

MOT 70-80 .

MOT (Moment of Truth

)


, . . , , . CRM

.

DB

.

DM .

DM .

DM

(Direct Mail Advertising)


.

(will) .

.

.

.


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

.

, .

.

, , . CRM .


, . . , , ,

(Green)

VIP . e- . , , , . . , ,

.

(Noblesse Marketing)


, , . . .

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

.


->-> .

() .

.

(Cause Related Marketing)

.

. , , .


, . , , , , e- .

(Digital Marketing)

. , .

.

(Demarketing)

, , (one-to-one) . , , , ,

.

Data

Base


. .

, . , .

, , .

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


, , . , ,

(Business site

Marketing)

.

.

, ,

.

, , , , ,

(hybrid

marketing)


, . , , , .

.

.

.

.

. , , , , , , . . , ,

.


(Symbiotic Marketing)

, .

. . , .

. 30 . 24 ,

.


. , , . .

.

, . . .


. ,

.

->-> .

.

, . 1 1 . , , ,

,, .


, . . , .

.

.

. 1 1 ,

.

. ,

.


.

.

(Testimonial Marketing)

TV 20-30 , , . , , , , . , 1920

.

TV, ,

.


. .

.

.

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

5) 6)


, (producer) (consumer) .. , . . , ,

.

, . TV , , Push .

) .

Pull

, . . .

5 .


. . SK , .

. , . . ,

.

. , PC .


, . , , .

.

. .

.

Documents

한눈에이해하는 마케팅원론(Ⅱ) - pds14.egloos.compds14.egloos.com/pds/200901/21/43/a0102643_49770d9b167c5.pdf · 2007-3-10 Creworld&Headline Blue 1 한눈에이해하는