미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 11. Products and Services / 제품과 서비스

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 11.
PRODUCTS & SERVICES

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PRODUCTS

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A product is a good, service, or idea* consisting of a
bundle of tangible and intangible attributes that satisfies
consumers' needs and is received in exchange for money
or something else of value
고객의 니즈를 충족시켜주고 돈 등으로 교환되는 무유형 속성 (예:
유형제품, 서비스, 아이디어).
Products

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Durable good
• Nondurable good
Classifying Products

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Consumer products
• Business products (= B2B product = industrial product).
Classifying Products

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Consumer products
Shopping Products
Specialty Products
Unsought Products.
Convenience Products*

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Components
• Support products.
Business products

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Components are items that become part of the final
product.
• Raw materials such as grain or lumber
• Assemblies or parts such as car engine or car door
hinges.
[수정] Component

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Products (such as tools and repair services) that are used
to assist in producing other goods and services. 타 제품과
서비스를 만드는 것을 도와주는 제품 [기출문장].
Support Products

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A. Installations

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
B. Accessory equipment

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
C. Supplies

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
D. Industrial services

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PRODUCT MIX

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The composite, or total, group of products that an
organization makes available to customers 한 기업이 고객들
에게 이용 가능하게 만들 수 있는 복합적 혹은 전체적인 제품집단.
Product Mix

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Product Mix

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Product Mix > Product Line

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
DIFFUSION OF INNOVATION

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Diffusion of Innovation

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
WARRANTIES

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Statement indicating the liability of the manufacturer for
product deficiencies. 제품 결함에 대한 제조업자의 책임을 나타낸
문구.
Warranty

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A warranty with no limits of uncoverage.
Full Warranty

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A warranty that specifically states the bounds of coverage
and areas of non-coverage. [기출문장]
Limited-Coverage Warranty

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PRODUCT LIFECYCLE

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PLC
* *

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Primary demand
• Selective demand.
Demand in the Introduction Stage

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
THE PRODUCT ADOPTION
PROCESS

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Awareness
• Interest
• Evaluation
• Trial
• Adoption.
The Product Adoption Process

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
WHAT IS A NEW PRODUCT?

31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Continuous innovation
• Dynamically continuous innovation*
• Discontinuous innovation.
Newness from the Consumer's Perspective

32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
NPD PROCESS

37. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Stage 1: New-Product Strategy Development
• Stage 2: Idea Generation
• Stage 3: Screening and Evaluation
• Stage 4: Business Analysis
• Stage 5: Development
• Stage 6: Market Testing
• Stage 7: Commercialization.
New-product strategy development

38. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
New-product strategy development involves defining the
role for the new product within the firm 's overall
objectives. 회사의 전반적 목표 내에서 신제품의 역할을 정의하는
것과 관련된 신제품 전략 개발.
Stage 1: New-Product Strategy Development*

39. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Make-buy decision
An evaluation of whether components and assemblies will
be purchased from outside suppliers or built by the
company itself. 부품을 외부에서 구입할까 아니면 회사 내에서 만
들까에 대한 평가.

40. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Idea generation involves developing a pool of concepts
from consumers, employees, basic R&D, and competitors
to serve as candidates for new products. 신제품 후보에 대한
컨셉 개발 (고객, 종업원, 연구부서, 경쟁자 등으로부터).
Stage 2: Idea Generation

41. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Screening and evaluation involves evaluating new product
ideas to eliminate those that are not feasible from a
technical or consumer perspective 기술적 또는 소비자 관점에
서 실행가능하지 않은 신제품 아이디어를 제거하기 위해 그것을 평
가하는 것
• Internal Approach
• External Approach.
Stage 3: Screening and Evaluation

42. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
External evaluations with consumers that consist of
preliminary testing of a new-product idea rather than an
actual product 실제 제품이 아닌 신제품 아이디어에 대한 사전 테
스트로 구성된 외부평가 [기출문장].
Concept Tests*

43. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Business analysis involves defining the features of the
new product, developing the marketing strategy and
marketing program to introduce it, and making a financial
forecast. 제품의 특징을 정의하고, 출시를 위한 마케팅 전략과 마
케팅 프로그램을 개발하며, 재무적 (매출)예측 등을 하는 것.
Stage 4: Business Analysis

44. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Development involves not only producing a prototype
product but also testing it in the lab and on consumers to
see that it meets the standards set for it. 프로토타입을 만들
고, 표준에 맞는지에 대해 실험실 안과 고객 대상으로 테스팅하는 것.
Stage 5: Development*

45. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Market testing involves exposing actual products to
prospective consumers under realistic purchasing
conditions to see if they will buy the product 실제 제품을 실
제와 같은 구매 조건 하에서 잠재고객에게 노출시켜 그들이 제품을
구매할 지를 관찰하는 것.
Stage 6: Marketing Testing

46. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The stage of the new-product process that positions and
launches a new product in full-scale production and sales.
신제품을 포지셔닝하고 풀스케일 생산 및 판매 상태로 런칭하는 것.
Stage 7: Commercialization

47. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
CHARACTERISTICS OF SERVICE

48. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Intangibility
• Variability = Heterogeneity = Inconsistency
• Inseparability
• Perishability = Inventory.
Characteristics of Service

49. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Classifying Services
• Equipment-based Service
• People-based Service*.

50. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
CAPACITY MANAGEMENT

51. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Integrating the service component of the marketing mix
with efforts to influence consumer demand 마케팅믹스의 서
비스 요소와 소비자 수요에 미치는 노력을 통합하는 것 (즉 소비자의
수요와 서비스 능력을 맞추는 것) [기출문장].
Capacity management

52. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Service organizations must manage the availability of the
offering so that
• Demand matches capacity over the duration of the
demand cycle (for example, one day, week, month, or
year), and
• The organization's assets are used in ways that will
maximize the return on investment (ROI) ROI를 최대화
하는 방향으로 기업의 자산을 활용함.
Capacity management

53. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SERVICE QUALITY

54. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Five Dimensions of Service Quality
Reliability
Tangibles
Empathy
Assurance
Responsiveness.

55. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Dimension of service quality relating to the consistency
and dependability in performing the service
• Ability to perform the promised service dependably
and accurately
• 예: 약속 지킴, 실수 없음, 올바로.
1. Reliability

56. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Dimension of service quality relating to the physical
evidence of the Service
• Appearance of physical facilities, equipment, personnel,
and communication materials
• 예: 시각적 소구, 복장, 최신 설비, 청결, 단정.
2. Tangibles

57. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Dimension of service quality relating to the caring and
individual attention provided by employees
• Caring, individualized attention provided to customers
• 예: 개별적 관심, 개별 욕구의 이해.
3. Empathy

58. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Dimension of service quality relating to the knowledge
and competence of employees and the ability to convey
trust and confidence
• Knowledge and courtesy of employees and their ability
to convey trust and confidence
• 잘 할 것이라는 신뢰와 확신, 안전을 느낌, 전문성, 정중하고 친절
함.
4. Assurance

59. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Dimension of service quality relating to the willingness or
readiness of employees to provide the service.
서비스를 제공하기 위한 종업원의 자발성과 준비성과 관련된 서비
스 품질 차원.
5. Responsiveness

60. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The process of managing the entire customer experience
within the firm 기업 내에서의 고객의 전체적인 경험을 관리하는 것
[기출문장].
Customer Experience Management (CEM)

61. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Flowchart of the points of interaction between consumer
and service provider 소비자와 서비스 제공자 사이의 상호작용의
포인트를 나타낸 플로우차트(로 서비스를 감사하는 것) [기출문장].
Customer Contact Audit

62. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

63. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

64. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SERVICE GAP

65. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Service Gap

66. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Results when a service fails to meet the expectations that
customers have about how it should be delivered 수행되어
야 하는 서비스에 대해 고객들이 갖는 기대에 실제 서비스가 미치지
못할 때의 결과 [기출문장].
Service Gap

67. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Reflects the difference between customers’ expectations
and the firm's perception of those expectations 고객의 기대와,
그 기대에 대한 기업의 인식 간의 차이.
1. Knowledge Gap

68. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Pertains to the difference between the firm's perceptions
of customers’ expectations and the service standards it
sets 고객기대에 대한 회사의 인식과 회사가 설정하는 서비스 표준
과의 차이
• By setting appropriate service standards and measuring
service performance, firms can attempt to close this gap.
((경영진의 인식과 부합되는)올바른 서비스 표준을 설정하되, 그게
제대로 수행될 수 있는 그런 표준을 만들어야 함) [기출문장].
2. Standards Gap

69. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• The difference between the firms’ service standards
and the actual service it provides 기업의 서비스 표준과 실
제 제공된 서비스와의 차이
• This gap can be closed by getting employees to meet or
exceed service standards 종업원들이 표준 대로 잘 수행하도
록 함으로써 이 갭을 줄일 수 있음 [기출문장].
3. Delivery Gap

70. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Saltdust Grill is known as the premier restaurant in town. With
their elegant dining area, extensive wine list, and gourmet chef,
residents and tourists flock to the restaurant. Recently, Trey took
a large group to the Saltdust Grill and almost every diner sent
their entrée back to the kitchen. The Saltdust Grill was
experiencing a __________ gap in service quality.
스타더스트그릴이라는 식당은 도심의 고급식당으로 알려져 있다. 고급스런
식당 공간과, 다양한 와인 리스트, 그리고 전문요리 셰프가 있어, 지역 주민과
여행객들이 이 식당에 많이 찾는다. 최근 트레이는 스타더스트그릴에 대형 단
체손님을 받았고 거의 모든 음식이 주방으로 되돌려졌다. 스타더스트그릴은
서비스 품질 면에서 어떤 갭을 겪고 있는가?

71. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Refers to the difference between the actual service
provided to customers and the service that the firm's
promotion program promises 고객에게 제공된 실제 서비스와
기업의 프로모션 프로그램이 약속한 서비스와의 차이.
4. Communications Gap