미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 2. Marketing Fundamentals 마케팅 기초

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 2.
MARKETING FUNDAMENTALS

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
DEFINITION OF MARKETING

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
What is Marketing?

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Market + ing

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
House + ing
Fund + ing
Plan + ing
Price + ing
Position + ing

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Market?

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증Marketing Management by Philip Kotler and Kevin Lane Keller

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
“All markets ultimately are people.”
Roger A. , Steven W. Hartley, William Rudelius

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
“Meeting Needs
Profitably”

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
“CCDVTP”

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
AMA’s Definition of Marketing

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
EVOLUTION OF MARKETING

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Evolution of Marketing

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
MARKETING AS VALUE
DELIVERY PROCESS

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The unique combination of benefits received by targeted
buyers that includes quality, convenience, on-time
delivery, and both before-sale and after-sale service at a
specific price* 특정 가격대에서의, 품질, 편의성, 적시배송, 그리
고 구매 전후의 서비스 등을 포함하는, 타겟 구매자들이 받을 수 있는
혜택의 독특한 조합 [기출문장]
Value

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The sum of the tangible and
intangible benefits and
costs to buyers. (Kotler)
유무형의 혜택에서 비용을 뺀 것
Value

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Father of Modern Marketing:
Philip Kotler

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
“In marketing, perceptions are more
important than reality, because
perceptions affect consumers’ actual
behavior.”

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
[보충] Customer Satisfaction
Expectation
Perceived
Performance
Satisfaction
-=

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
“CCDVTP”

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Marketing Mix
• Creating value: ____________
• Communicating value: ____________
• Delivering value: ____________
• Exchanging value: ____________

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Marketing creates utility, the benefits or customer value
received by users of the product. 마케팅은 유틸리티를 창출한
다. 유틸리티란 제품의 사용자들이 얻을 수 있는 혜택 또는 고객 가치
를 말한다.
• Form
• Time
• Place
• Possession
Utility

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증