Marketing management-2

 

 

 

 

CH3. Evaluating opportunity in the changing market environment

 

 

 

 

 

 

Direct Marketing Environment

• Resources and objectives of the firm
• customers
• competitive Environment

 

 

 

Direct Marketing Environment= 자원, 소비자, 경쟁환경

 

 

2번 올라가는 이자율은 일반환경

 

 

 

 

 

 

 

• monopoly= 한 회사가 80-90% 독점
• monoplistic competition= 독점적 경쟁:완전경쟁과 독점의 중간 시장 형태 ex)통신사, 주유사 발전된 국가에 주로, 비슷한 제품들을 기반하지만 차별화하기 위해 노력해야함
• oligopoly=과점:소수의 공급자가 시장을 장악하고 수요의 대부분을 공급하는 시장형태  ex) 배달의 민족
• pure competition=완전경쟁

 

• pure competition and oligopoly when there is little or no differentiation
• monopolistic competition is typical and a challenge

 

 

 

 

 

monopolistic competition= 독점적 경쟁에서는 차별화하기 위해 노력해야함

 

 

 

 

 

monopolistic competition= 독점적 경쟁: 발전된 국가에 주로

 

 

 

 

 

 

 

 

direct marketing environment ex) 진입장벽

 

 

 

 

 

 

 

 

 

 

경제환경

 

 

 

 

 

기술환경

 

 

 

 

 

 

 

 

CH4. Focusing Marketing Strategy with Segmentation and Positioning

 

 

 

 

 

 

 

 

 

 

 

 

 

 

whole market-> generic market -> broad product market -> homogenous product-markets-> submarket

 

Marketing segment is a homogeneous group of customers who respond to a marketing mix in a similar way

 

 

criteria for segmenting a broad product market

• homogeneous
• heterogeneous

 

• substantial -> profitable
• operational-> useful for identifying the customer and deciding on marketing mix variables

 

 

target marketers ain at a specific target

*multiple target market =각각의 마켓에 차별화된 마케팅믹스

segmenting the market and choosing two or more segments and then treating each as a separate target market needing a different marketing mix 

*combined target market =여러 마켓을 합쳐서 한가지 전략으로

combining two or more submarkets into one larger target market as a basis for one strategy

 

 

 

여러 나라의 음식 마켓을 합쳐서 한가지 스타일의 요리로

 

 

 

 

 

 

 

 

 

 

 

 

 

지리적 요인

 

 

 

 

 

 

특정 제품 및 브랜드 고르기= segemting 결정하기 

 

 

 

 

 

 

차별화전략 =positioning

 

 

 

 

 

 

 

 

 

CH5. Final Consumers and Their Buying Behavior

 

 

 

 

 

 

 

 

 

 

 

Economic buyers seek the best uses of time and money

Income affects needs

consumer confidence affects spending

 

 

 

 

 

• need= the basic forces that motivate a person to do something
• wants= 'needs' that are learned during a person's life
• drive= strong stimulus that encourages action to reduce a need

 

 

 

 

perception determines what consumers see and feel

• selective exposure= 흥미있는 것만 봄
• selective perception= 과거 믿음이나 태도에 반하는 것 변경
• selective retention= 기억하고 싶은 것만 기억

 

 

 

 

reinforcement of the learning process occurs when the response is followed by satisfaction

 

 

 

 

 

 

 

 

 

 

family life cycle influence needs

 

 

• reference group
• opinion leader

 

 

 

 

 

모두 0

 

 

 

 

 

 

 

 

 

 

Buying isn't always rational

 

 

the consumer can have second thought after a purchase

post-purchase regret is a bigger problem

some consumer spread the world after they buy

 

 

new concepts require an adoption process