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[D00034] 마케팅 |
개설 | 2009년 1학기 |
대상 | 경영대학 경영학부 2학년 / 전공필수과목 [3학점] |
교수 | 박주식 |
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조회 5801 | 다운로드 6090
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1주차 |
강의소개 1.강의방식 2.성적평가방식 3.교과목에 대한 개요 4.기타사항에 대한 질의응답
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2주차 |
마케팅 개념마케팅과 유사하게 사용되는 광고, 판매, 상술 등과 마케팅은 어떤 면에서 차이가 나며, AMA(American Marketing Association)에서 제시한 마케팅 정의를 소개한다. 또한 마케팅 개념이 생겨나게 된 배경과 생성과정에 대해설명한다
(학습내용 보기)
I. Nature and scope of marketing. A. Exchange as the focus?the essence of marketing is an exchange between parties. 1. Performed by business organizations, non-business organizations, individuals. 2. Exchanged “product” can be tangible goods, intangible services, ideas, people, places, anything of value. 3. Marketers and markets are the partners in exchange.
B. Conditions for exchange. 1. Exchange involves two or more parties. 2. The parties participate voluntarily. 3. Each party must have something of value to exchange. 4. Parties must believe each will benefit from the exchange. 5. The parties are able to communicate with one another.
C. Definition of marketing?a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets. 1. Focus?on customers. 2. Duration?until wants are completely satisfied.
II. Evolution of marketing. . Evolution of marketing. A. Product-orientation Stage?”make all you
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3주차 |
마케팅 환경마케팅 활동에 영향을 미치는 요인을 나누는 기준 및 각각의 환경요인이 마케팅 활동에 영향을 미치는 사례를 들어 설명함으로써 마케팅 환경에 대한 이해를 돕는다
(학습내용 보기)
I. Environmental monitoring. A. The process of gathering information, analyzing it, and forecasting the effects indicated by trend analysis. B. Two levels of external forces. 1. Macro. 2. Micro. II. External macroenvironment?External forces largely beyond the control of a firm that influence the marketing opportunities and activities of all firms. A. Firms can influence this environment but have no direct control over it. B. Demographics. 1. Characteristics of the population such as size, distribution, growth, etc. 2. Trends: population is aging significantly, ethnic minorities are growing at the fastest rate. C. Economic conditions. 1. The stage of the business cycle?prosperity, recession, depression, recovery. 2. Inflation?affecting prices, buying power, and input costs. 3. Interest rates?affecting expensive and long-term purchases. D. Competition. 1. Brand competition?directly similar products (i.e., all movie theaters). 2. Substitute competition?indirectly similar
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다운로드 | 415 |
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4주차 |
마케팅 활동의 기준이 되는 소비자 행동에 대한 이해를 통해 보다 나은 마케팅 활동을 할 수 있는 방안을 제시한다. 구체적으로 소비자의 구매의사결정 과정을 이해하고, 이러한 소비자 구매의사결정에 영향을 미치는 요인을 심리적, 사회적, 상황적, 기술적 요인으로 구분하여 각 요인의 영향력에 대해 설명한다.
(학습내용 보기)
I. Consumer decision making. A. The consumer buying-decision process. 1. Need recognition?when the actual state of being differs from the desired state of being, a tension or discomfort is created for the consumer. 2. Identification of alternatives?both product and brand alternatives to satisfying a recognized need; search may be limited to extensive. 3. Evaluation of alternatives?evaluation criteria are established and applied to each alternative for comparative purposes. 4. Purchase decision?deciding what, when, where, and how regarding a specific purchase; may be affected by: crowding, prices, merchandise assortment, services offered, store appearance, sales personnel, mix of other shoppers. 5. Postpurchase behavior?evaluation of how well the purchase meets expectations and satisfies the identified need; may influence repeat sales and word-of-mouth. B. Level of involvement?how much effort is exerted in satisfying a need. C. Loyalty?arises when consumers continually purchas
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5주차 |
대부분의 제품분야에서 고객의 욕구는 다양해지고 있다. 이는 한 종류의 제품으로 모든 소비자를 만족시킬 수 없음을 의미한다. 따라서 기업은 전체시장을 동질적인 세분시장으로 나누어 공략할 필요가 생기게 되었다. 자사 제품의 특성에 맞는 기준으로 시장을 나누고 자사가 가장 잘 공략할 수 있는 매력시장을 목표시장으로 정하는 활동이 바로 시장세분화와 목표시장 선정이라고 할 수 있다.
(학습내용 보기)
I. An overview of market segments and target markets. A. Market segments?groups of customers within the same general market who are defined by their differences from other groups and similarities within the group regarding wants, buying preferences, or product-use behavior. B. Target market?the specific market segment for which the marketer designs a particular marketing mix. II. Market segmentation?the process of dividing the total market for a good or service into several smaller, internally homogeneous groups. A. Benefits of segmentation. 1. Any firm, but especially those which are smaller and have fewer resources, can compete more effectively by allocating resources efficiently to specifically defined and selected markets. 2. Medium firms can grow rapidly by developing strong positions in specialized market segments. 3. Large firms can reach fragmented markets that splintered from once homogeneous mass markets. B. The process of market segmentation. 1. Identify the curre
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6주차 |
제품의 물리적 생산은 생산부서에서 이루어지지만, 제품컨셉에 대한 정보는 마케팅 부서에서 제공한다. 따라서 마케팅은 신제품 개발에 매우 중요한 역할을 한다고 볼 수 있다. 본 장에서는 일반적인 제품분류, 제품 포트폴리오, 신제품 개발과정에 대해 소개한다.
(학습내용 보기)
I. The meaning of product. A. Product?defined as a set of tangible and intangible attributes that may include packaging, color, price, quality, and brand, plus the services and reputation of the seller. B. “Products” may include goods, services, places, persons, or ideas. II. Classification of products. A. Consumer products and business products?those that are intended for personal use in households or for resale, manufacture of other products, and providing services in an organization, respectively (some goods may be able to occupy a position in both categories). B. Classifications of consumer goods. 1. Convenience goods?tangible products that the consumer feels comfortable buying without gathering additional information and then actually buys with a minimum of effort. a. Purchased with minimal effort and prior knowledge. b. Typically carries a low-unit price. c. Not tied to fad or fashion. d. Usually purchased frequently. e. Distributed widely to be readily accessible
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다운로드 | 405 |
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7주차 |
제품믹스 전략과 브랜드관리
(학습내용 보기)
I. Product mix and product line. A. Product mix?the set of all products/product lines offered by a company. B. Product line?a broad group of products, intended for very similar uses and having similar characteristics. 1. Breadth?the number of product lines carried 2. Depth?the variety of sizes, colors, and models offered within each product line. II. Product-mix strategies. A. Positioning the product?creating the product image projected in relation to competing products as well as to other products offered by the same company. B. Positioning strategies. 1. Positioning in relation to a competitor (i.e., Blockbuster vs. Hollywood Video) 2. Positioning in relation to a product class or attribute (i.e., high mileage per gallon, “the king of beers”). 3. Positioning by price and quality (i.e., Saks Fifth Avenue, Rolls-Royce positioned as high price, high quality). C. Product mix expansion?increasing the number of product lines and/or depth within a line. 1. Line extension?add
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8주차 |
중간고사
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9주차 |
물리적 제품과는 본질적으로 다른 서비스 마케팅 활동에 대해 소개한다. 먼저 물리적 제품과 비교했을때, 가지는 서비스의 본질적 차이를 설명한 후 구체적인 서비스 마케팅활동을 소개한다. 특히 서비스 경험에 대한 이해와 서비스 품질측정에 대한 설명은 중요한 부분이라 할 수 있다.
(학습내용 보기)
I. Nature and importance of services. A. Importance of services. 1. Over two-thirds of the U.S. GNP is accounted for by services. 2. Over 50 percent of all consumer expenditures are for services. 3. Services are the major source of U.S. employment (more than 80% of non-farm labor). B. Definition of services-identifiable intangible activities designed to produce want-satisfaction to customers. 1. Services that are the purpose or objective of a transaction. 2. Services that support or facilitate the sale and/or use of a good are not included in the definition. II . Developing a services marketing program. A. Characteristics of services. 1. Intangibility-the characteristic making taste, touch, sight, smell, or hearing of the service impossible. a. Visualization reduces intangibility by pictorially representing the services benefits. b. Association reduces intangibility by connecting the service with a tangible good, person, object or place. c. Physical representation reduce
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다운로드 | 135 |
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10주차 |
가격결정에 영향을 미치는 요소 즉, 제조원가, 수요, 경쟁자 반응 등에 대해 살펴보고, 시간경과에 따른 가격적응전략에 대해 살펴본다. 또한 가격결정에 제약요인으로 작용하는 법적, 윤리적인 이슈를 소개한다.
(학습내용 보기)
I. Meaning of price. A. Price?amount of money or value of other items with utility needed to acquire a product. B. Utility?an attribute that has the potential to satisfy wants. C. Barter?exchanging of goods/services for other goods/services. D. What is being priced? 1. The specific good/service that is the object of the transaction. 2. Several supplementary services (i.e., warranty). 3. The want-satisfying benefits provided by the products. II. Importance of price. A. In the economy. 1. Price regulates the economic system. 2. Price influences factors of production: labor, land, capital, entrepreneurship. 3. Price must be established in a socially responsible manner. B. In the customer’s mind. 1. Most consumers are sensitive to price. 2. Typically price and quality are assumed to correlate. 3. Price concerns consumers as it represents a component of value?the ratio of perceived benefits to price and any additionally incurred costs. 4. Time represents a cost (i.e., sh
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11주차 |
마케팅 활동의 하위 요소 중 하나인 유통경로에 대해 소개한다. 유통의 개념, 중요성, 기능 등을 간단히 소개한 수 최근 유통분야에서 일어나고 있는 추세 소개를 통해 현재의 유통현실을 이해하도록 돕는다. 또한 유통과 함께 중요한 개념으로 회자되고 있는 물류에 대해서도 살펴본다.
(학습내용 보기)
I. Middlemen and distribution channels. A. Definitions. 1. Middlemen?businesses that render services related directly to the sale and/or purchase of a product as it flows form producer to consumer. 2. Merchant middlemen?actually take title to products they help to market. 3. Agent middlemen?never actually own the products they help to market. B. How important are middlemen? 1. Critics argue there are too many middlemen whose costs simply drive up final prices. 2. Eliminating middlemen (disintermediation) does not eliminate the need to perform their functions, nor may it necessarily reduce costs. 3. Functions can be shifted to alternate parties to improve efficiency. 4. Middlemen may be able to perform functions more cheaply than others. 5. Middlemen serve as purchasing agents for their buyers and sales specialists for their suppliers. C. What is a distribution channel? 1. Distribution channel?consists of the set of people and firms involved in the transfer of title to a pr
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12주차 |
대표적인 유통경로 구성원인 소매상과 도매상에 대해 살펴본다. 도매와 소매의 개념 차이를 설명하고, 도매상과 소매상의 형태에 대해 자세히 살펴본다. 또한 최근 일어나고 있는 파워 소매상의 등장, 전자상거래의 등장과 성장, 도매상 역할의 축소와 같은 시사적인 문제를 사례를 통해 제시한다.
(학습내용 보기)
I. Nature and importance of retailing. A. Retailing and retailers. 1. Retailing (or retail trade) consists of the sale, and all activities directly related to the sale, of goods and services to ultimate consumers for personal, nonbusiness use, regardless of how or where the product is sold. 2. Retailer?a firm primarily engaged in retailing; traditionally associated with goods, but also encompasses services sold to the ultimate consumer. B. Economic justification for retailing. 1. Retailers, as middlemen, serve as purchasing agents for customers and sales specialists for suppliers. 2. They anticipate consumers’ wants, develop product assortments, acquire marketing information, and offer financing. 3. Market entry and exit is relatively easy for a retailer. Less investment is needed than for other types of businesses. This increases competition and keeps profit margins low. 4. Retail success is based on meeting the needs of producers and wholesalers as well as consumers. C.
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13주차 |
마케팅 활동의 또 다른 하위 요소인 마케팅 커뮤니케이션에 대해 소개한다. 간단히, 만든 제품을 소비자에게 적극적으로 알리고, 기업이 원하는 방향으로 인식하도록 만드는 활동이 커뮤니케이션 활동이다. 커뮤니케이션 수단으로는 광고, 인적판매, 판매촉진, PR 등이 있으며 각각의 개념과 특징을 중심으로 살펴본다.
(학습내용 보기)
I. The role of promotion in marketing. A. Promotion and imperfect competition. 1. Firms use promotion in an environment of imperfect competition to provide information for the buyer’s decision-making process, to differentiate the product, and to persuade prospective buyers. 2. Promotion may also affect demand elasticity for a product. B. Promotion and marketing?The roles of promotion are to inform, persuade, and remind current and prospective customers and other audiences about a company and its products. II. Promotion methods. A. Personal selling?the direct presentation of a product to a prospective customer by a representative of the selling organization; more is spent on personal selling than any other promotional method. B. Advertising?nonpersonal communication paid for by a clearly identified sponsor promoting ideas, organizations, and products; most common on TV, radio, in newspapers, magazines, but numerous other media exist. C. Sales promotion?is sponsor-funded deman
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14주차 |
마케팅 커뮤니케이션 수단에 대한 내용을 소개한다. 마케팅 커뮤니케이션 수단에는 광고, 인적판매, 판매촉진, PR, Publicity, PPL 등이 존재한다.
(학습내용 보기)
I. Nature and scope of advertising. A. Advertising?consists of all the activities involved in presenting through the media a nonpersonal, sponsor-identified, paid-for message about a product or organization. 1. Has a verbal and/or visual message. 2. Has an identified sponsor. 3. Is delivered through one or more media. Television is most heavily used medium. 4. The sponsor pays for the message. B. Advertising as a percentage of sales?total advertising expenses can be large, but for bigger firms it is still a relatively small percentage of sales revenues; percentages will depend on the company, product, competition, and market. C. Advertising costs versus personal selling costs?personal selling costs generally exceed those of advertising, and only a few industries still spend more on advertising than on personal selling. D. Types of advertising. 1. The target: consumer or business. 2. The type of demand: primary or selective. a. Primary demand?focuses on demand for a produc
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15주차 |
전략적 마케팅 계획계획의 본질과 범위를 살펴본 후 전략적 계획의 구체적인 과정을 소개한다.
(학습내용 보기)
I. Planning as part of management. A. The nature of planning. 1. Planning?deciding what will be done later, including when and how it will be done. 2. Strategic planning?the managerial process of matching organizational resources with long-run market opportunities; effective to seize opportunities and avoid threats. 3. Strategic windows?describes the limited time in which a firm’s resources coincide with a given market opportunity. B. Essential planning concepts. 1. Mission?states what customers the organization serves, what needs it satisfies, and what types of products it offers; the mission statement indicates in general terms the boundaries of an organization’s activities. 2. Objectives (and goals)?desired outcomes; should be ambitious, but realistic, written clearly and specifically, consistent, have a specified time period, and be measurable. 3. Strategy?broad plan of action by which an organization intends to reach its objectives; Tactics are means by which a strategy
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16주차 |
기말고사
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