2 장

광고 길라잡이 , 마케팅 전략 !

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What is marketing?

AMA(2004): Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.

1. Value: the customer’s perception of all of the benefits of a product or service weighed against all the costs of acquiring and using it.

2. Relationship marketing1. Mass customization

2. lifetime value of a customer

3. Customer relationship management (CRM)

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Marketing and Promotions Process Model

상황분석

기회분석

경쟁분석

SWOT

촉진믹스

• Advertising

• Direct marketing

• Interactive marketing

• Sales promotion

• Publicity and public relations

• Personal selling

Ultimateconsumer• Consumers

• Businesses

Promotionto finalbuyer

Resellers

Promotion to trade

Internet/Interactive

Purchase

시장식별Identifyingmarkets

시장세분화Market

Segmentation

표적시장Selecting a

Target market

위상정립Positioning

마케팅믹스

제품결정

가격결정

경로결정

촉진결정

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시장세분화 (Segmentation)

타겟마케팅 , 특정한 소비자를 겨냥하라

시장세분화 변수의 선정

시장세분화의 실시

세분시장별 특성분석

시장세분화의 개념과 절차전체 제품시장을 어떤 기준을 이용하여 동질적인 세분시장(homogeneous segment) 으로 나누는 과정 DemographicDemographic

CustomerCharacteristics

CustomerCharacteristics

BuyingSituationBuying

Situation

AwarenessAwareness

BenefitsBenefits

GeographicGeographicPsychographicPsychographic

SocioeconomicSocioeconomic

BehaviorBehavior

UsageUsageOutletsOutlets

homogeneous segment & heterogeneous between segmentsmeasurablesubstantial accessible

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표적 세분시장은 어떻게 정할까 ?타겟마케팅 , 특정한 소비자를 겨냥하라

경쟁우위를 획득할 수 있는 세분시장이

타겟시장

세분시장 매력도 평가

크기와 성장성 , 구조적 매력도 , 기업의 목표와 성장성

Develop a market/product grid

to relate the market segments to the firm’s products and actions.

Develop a market/product grid

to relate the market segments to the firm’s products and actions.

Find ways to group marketing actions - usually

the products offered - available to the organization.

Find ways to group marketing actions - usually

the products offered - available to the organization.

Find ways to group consumers

according to their needs.

Find ways to group consumers

according to their needs.

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Popular

Imports

Domestic specialties

Premium

Light

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제품

제품 1 제품 2 제품 3 …

시 장

10 대

20 대

30 대

…

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타겟시장 선정 전략타겟마케팅 , 특정한 소비자를 겨냥하라

전체시장

차별적

마케팅 전략

비차별적

마케팅 전략

세분시장 1

세분시장 2

세분시장 3

마케팅 믹스 1

마케팅 믹스 2

마케팅 믹스 3

마케팅 믹스

차별적

마케팅 전략

세분시장 1

세분시장 2

세분시장 3

마케팅 믹스

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Positioning

Position: 1) the way the product is defined by consumers on important

attributes, 2) the place the product occupies in consumers’ minds

relative to competing products, 3) Points of competitive advantage by identifying and

serving customer segments with distinctive needs via a particular differentiated strategy.

왜 표적시장의 고객들은 경쟁제품이 아니라 우리제품을 구입해야 하는가 ? 또는 고객들이 지각하고 있는 우리제품의 독특한 차별적 특징은 무엇인가 ?

실존하는 것과 지각된 것은 차이가 있다 고객들은 한번에 두세 가지의 차별적 특성만을 지각 제품의 특징보다는 고객의 편익 더 나아가서 사회적 가치

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Identity 와 Image

송신활동 매체 수신활동

자극의 다른 원천모방

기회주의이상주의

자극의 다른 원천모방

기회주의이상주의

전달된 신호전달된 신호전달된 신호전달된 신호

정체성정체성정체성정체성

이미지이미지

경쟁과 노이즈

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Developing a Positioning Strategy

What position do we have now?

What position do we have now?

Do we have the money to do the

job?

Do we have the money to do the

job?

What position do we want to own?What position do we want to own?

From whom must we win this position?

From whom must we win this position?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the money to do the

job?

Do we have the money to do the

job?

From whom must we win this position?

From whom must we win this position?

What position do we want to own?What position do we want to own?

What position do we have now?

What position do we have now?

Does our creative strategymatch it?

Does our creative strategymatch it?

ThePosition

ThePosition

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By Attributes and Benefits?By Attributes and Benefits?

By Price or Quality?By Price or Quality?

By Use or Application?By Use or Application?

By Product Class?By Product Class?

By Product User?By Product User?

By Competitor?By Competitor?

By Cultural Symbols?By Cultural Symbols?

By Attributes and Benefits?By Attributes and Benefits?

By Price or Quality?By Price or Quality?

By Use or Application?By Use or Application?

By Product Class?By Product Class?

By Product User?By Product User?

By Competitor?By Competitor?

How shouldHow shouldwe position?we position?

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Developing Positioning Strategy

1. Identify the competitors1. Identify the competitors

2. Assess perceptions of them2. Assess perceptions of them

3. Determine their positions3. Determine their positions

4. Analyze consumer preferences4. Analyze consumer preferences

6. Monitor the position6. Monitor the position

5. Make the positioning decision5. Make the positioning decision

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Is the current position strategy

working?

Is the current position strategy

working?

Is the segmentation strategy

appropriate?

Is the segmentation strategy

appropriate?

Are there sufficient resources to

communicate the position?

Are there sufficient resources to

communicate the position?

Is the segmentation strategy

appropriate?

Is the segmentation strategy

appropriate?

Is the current position strategy

working?

Is the current position strategy

working?

Are there sufficient resources to

communicate the position?

Are there sufficient resources to

communicate the position?

How strong is the competition?

How strong is the competition?

TheChecklist

TheChecklist

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Product DecisionsProduct Decisions

BRANDINGBRANDING

Brand name

commun-icates

attributes and

meaning

Brand name

commun-icates

attributes and

meaning

Advertising creates and maintains

brand equity

Advertising creates and maintains

brand equity

Packaging has become increasingly important

Packaging has become increasingly important

It’s often customers’

first exposure to

product

It’s often customers’

first exposure to

product

PACKAGINGPACKAGINGBRANDINGBRANDING

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Price must be consistent with perceptions of the product

Price must be consistent with perceptions of the product

Higher prices communicate higher product quality

Higher prices communicate higher product quality

Lower prices reflect bargain or “value” perceptions

Lower prices reflect bargain or “value” perceptions

Price, advertising and distribution be unified in

identifying the product position

Price, advertising and distribution be unified in

identifying the product position

Price must be consistent with perceptions of the product

Price must be consistent with perceptions of the product

Higher prices communicate higher product quality

Higher prices communicate higher product quality

Lower prices reflect bargain or “value” perceptions

Lower prices reflect bargain or “value” perceptions

Price, advertising and distribution must be unified in

identifying the product position

Price, advertising and distribution must be unified in

identifying the product position

PricingConsiderations

PricingConsiderations

A product positioned as high quality while carrying a lower price than

competitors will confuse customers

A product positioned as high quality while carrying a lower price than

competitors will confuse customers

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SelectingSelecting

ManagingManaging

MotivatingMotivating

SelectingSelecting

ManagingManagingDistribution

ChannelDecisions

DistributionChannel

Decisions

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지각도 (perceptual map)

타겟마케팅 , 특정한 소비자를 겨냥하라

약품 식품

보약성

기능성 ( 치료 )

섬유질

음료

홍삼원

영비천

정력제

박카스

생약

소화제

숙취남성대상

기능성 음료 ( 컨디션 )

일련의 평가적 차원에서 경쟁대안들의 위치를 묘사해주는 도표 .

분석방법① 요인분석 (factor

analysis): 고객들이 이용하는 구체적인 평가기준들을 파악하여 , 이들 기준들의 잠재적인 차원을 알아내는 통계적 기법 .

② 다차원척도 법(multidimensional scaling: MDS): 대안들 간의 유사성에 대한 고객들의 지각을 토대로 지각도를 작성한다 .