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마케팅 101
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마케팅 101

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마케팅 101 마케팅 101 Presentation Transcript

  • 마케팅 101
  • 강의 목표.마케팅은 무엇을 말하는가. 지구상에 왜 태어났을까. 잘 한다는 것은 무엇인가?어떻게 하면 잘할 수 있는가?
  • Knowledge “무엇인가를 안다는 것은” 구조에 대한 이해=>요소에 대한 이해
  • Knowledge Doctrine: 1. 교리; 신조; 정책; 주의 2. (정부 정책상의) 원칙, 독트린 A doctrine is a set of principles or beliefs.
  • Knowledge(on God) “교리론” 성서론 신론 기독론 성령론 천사론/ 마귀론/ 귀신론 인간론 구원론 교회론 종말론
  • Knowledge(on Marketing) “마케팅 원론 (교리론)” 마케팅의 개념, 목적 소비자 제품 유통 가격 마케팅 커뮤니케이션 전략 브랜드 광고
  • 첫째 지식. “이것은 무엇이고, 왜 존재 하는가?” 1)개념(정의) -> What 2)목적 -> Why
  • Definitionof Marketing the process of planning and executing the conception, pricing , promotion anddistribution of ideas, goods and services to create exchanges that satisfy Individualand organizational objectives
  • What is Marketing? market + ~ing 주체: 객체: 목표:
  • Market : Place / Environment / World
  • Market: Operation System
  • 둘째 지식 : “잘 하려면 어떻게 해야 하는가?” Strategy: Way of Thinking and Acting, for Winning
  • Marketing Strategy : Consumer Consumer Behavior Research Positioning Targeting
  • MarketingStrategy: Product Product Service Idea Benefit, Development Research…
  • MarketingStrategy : Place Place Distribution Availability Channels
  • MarketingStrategy : Price Price Value Assessment Profit Revenue
  • MarketingStrategy : Price Promotion Sales Promotion Public Relations Advertising 1:1 Sales …
  • Marketing Strategy : “strategic planning” Strategy Competition Differentiation…
  • Marketing 101에 대한 이해를 통해 가능해진 것. Language Meaning Intention Objective Evaluation Belief Guideline .. .. Problem Identification Solution Seeking
  • 대학 전공으로 „마케팅‟이 없는 이유?
  • 필독서: 마케팅 원론 (보이지 않는 뿌리– 홍성태) (현대 마케팅론 – 유필화) 포지셔닝 (알리스, 잭트라우트) 마케팅 전쟁 (알리스, 잭트라우트)과제: 마케팅 원론, 목차 외우기.(세부 목차 포함)