Marketing management-1

 

 

 

 

 

CH1. Marketing's value to consumers, firms, and society

 

 

 

Marketing is much more than selling and advertising

matketing=creating customer satisfaction

 

 

 

 

 

 

 

• micro= customer's needs, goods, and service,  organization
• macro= society, supply, and demand, how marketing affects

 

 

규모의 경제

 

 

 

The marketing applies to both profit and nonprofit organization

marketing begins with potential needs, not with the production.

customer satisfaction guides the whole system

 

 

고객만족 + 회사의 노력 + 이익 => 마케팅 컨셉

 

 

 

회사의 노력

 

 

 

타겟마켓의 고객니즈에 달림

 

 

 

 

 

 

CH2. Marketing strategy planning

 

 

 

 

• mass marketing= production oriented
• target marketing=marketing oriented

 

 

Target marketing is not mass marketing

mass marketers may do target marketing

target marketing can mean big market and profits

 

 

warranty 는 제품포함

 

 

원하는 시간&장소에 그 제품을 사는 것= place

• Product = service, feature, benefits, accessories, warranty, packing, branding
• place= objectives, channel type, transporting and storing, service levels, recruiting channel
• promotion= salespeople, advertising, publicity, sales promotion
• price= flexibility, level over the product life cycle, geographic terms, discount, allowances

 

 

 

 

 

 

 

• target market + marketing mix (4P) = marketing strategy
• marketing strategy + time related details = marketing plan
• marketing plan + other marketing plans = marketing program

 

 

marketing plan + other marketing plans =  marketing program

 

 

 

 

현재 시장 + 현재 제품 =market penetraion

 

 

 

 

 

현재 시장 + 새 제품=product development

 

 

 

새 시장 + 현재 제품= market development

 

 

 

현재 시장 + 새 제품 = PRODUCT DEVELOPMENT

 

 

 

새 시장 + 새 제품= diversification 분산화

 

 

 

 

현재 시장 + 현재 제품 = market penetration

 

 

 

새 시장 + 새 제품 = diversification