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제1장 마케팅
제1절 마케팅
Ⅰ. 마케팅(marketing)
1. marketing
가. 제품(products) 용역(services), idea를 창출하고 가격을 결정하고 정보를 제공하여 개인 및 조직의 목표를 만족시키는 교환을 성립하게 하는 인간 활동이다.
나. Marketing is "the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals."(마케팅은 개인 또는 조직목표를 만족시키는 교환을 일어나게 할 재화, 아이디어 및 용역의 가격 결정, 판촉 및 유통을 계획하고 실행하는 것이다.
다. The American Marketing Association (AMA. 미국마케팅협회)
"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".
at large
① 상세히(at (full) length. in detail. detailedly), 충분히(broadly and extensively)
② <범인 동물 등이> 잡히지 않고(at liberty, not incarcerated), 자유로운(free)
Despite the efforts of the police, two of the escaped prisonerw are still at large.
The murder is still at large.
③ 뚜렷한 목적 없이(without aim), 특정한 임무 없이(without portfolio)
the ambassador at large 무임소 대사
④ [명사 뒤에 써서] 전체로서(as a whole. on the whole), 일반적으로(in general), 널리 일반에(generally. by and large. in (the) large)
the world/ the country/the public at large
The organization provides information on health issues the public at large.
⑤ <고어> 미정의
⑥ [미. 의원이 분할된 선거구가 아니라] 주[군] 전체에서 선출된(representing the whole of a political division or similar body rather than one part of it)
라. Philip Kotler
⑴ 고객측의 욕구(needs)를 기업의 이익 실현과 접목 시키기 위해 기업의 자원, 정책 등 관리 활동을 조직화하고 체계화 하는 활동.
⑵ "satisfying needs and wants through an exchange process". and a decade later
⑶ "a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others".
마. The Chartered Institute of Marketing(영국 차터드 마케팅연구소)
"the management process responsible for identifying, anticipating and satisfying customer requirements profitably".
바. 가치 기반 마케팅(the value-based marketing)
states the role of marketing to contribute to increasing shareholder value. In this context, marketing can be defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage".
2. marketing의 대상과 행위자
가. 대상
제품(products) 용역(services), idea 등 교환가치(交換價値. value in exchange) 있는 모든 것.
사용가치와 교환가치
사용가치는 한 물건이 지니고 있는 쓰임새나 유용성(utility). 쓰는 사람에 따라 다르게 나타난다.
Use value(Gebrauchswert) or value in use is a concept in classical political economy and Marxian economics. It refers to the tangible features of a commodity (a tradeable object) which can satisfy some human requirement, want or need, or which serves a useful purpose.
교환가치는 그 물건이 지니고 있는 가치의 양적 측면으로 누구에게나 동일하게 적용된다.
Exchange value(Tauschwert) refers to one of four major attributes of a commodity, i.e., an item or service produced for, and sold on the market. The other three aspects are use value, economic value, and price. Thus, a commodity has:
a value, represented by the socially necessary labor time to produce it. (note the first link is to a non-Marxian definition of value);
a use value(or utility);
an exchange value, which is the proportion at which a commodity can be exchanged for other commodities;
a price (it could be an actual selling price or an imputed ideal price).
가치의 역설(물-다이아몬드의 역설)
The paradox of value(also known as the diamond–water paradox) is the contradiction that, although water is on the whole more useful, in terms of survival, than diamonds, diamonds command a higher price in the market. The philosopher Adam Smith is often considered to be the classic presenter of this paradox, although it had already appeared as early as Plato's Euthydemus. Nicolaus Copernicus, John Locke, John Law and others had previously tried to explain the disparity.
재화의 가격은 유용성보다는 희소성에 의해 좌우되는데 애덤 스미스(Adam Smith)는 이를 가치의 역설(물과 다이아몬드의 역설)이라고 하였다.
An image of water, a commodity that is essential to life. In the paradox of value, it is a contradiction that it is cheaper than diamonds, despite diamonds not having such an importance to life.
나. 행위자
영리기관(기업 등) 및 대부분의 비영리기관
3. 마케팅의 목적
가. 소비자 욕구 충족 극대화
나. 소비자 만족을 통한 기업 이윤 극대화
다. 소비자 선택 대상 극대화
라. 소비다 삶의 질 극대화
4. 마케팅 개념의 변천
가. 생산개념(production concept)
초과 수요가 존재하여 생산만 하면 제품과 용역이 판매되는 시기의 marketing.
Say's law(세이의 법칙. 판로설)
공급은 스스로 그 수요를 창출한다.
Inclassical economics, Say's law, or the law of markets, is the claim that the production of a product creates demand for another product by providing something of value which can be exchanged for that other product. So, production is the source of demand. In his principal work, A Treatise on Political Economy(Traité d'économie politique, 1803),Jean-Baptiste Say wrote: "A product is no sooner created, than it, from that instant, affords a market for other products to the full extent of its own value." And also, "As each of us can only purchase the productions of others with his own productions – as the value we can buy is equal to the value we can produce, the more men can produce, the more they will purchase."
나 제품개념(product concept)
소비자가 좋아할만한 제품을 좋은 품질을 갖추어 제공하고자 하는 marketing.
다. 판매개념(selling concept)
자동화된 대량 생산 체제하에서 재고가 증가하게 되자 생산된 제품의 판매를 극대화 하기 위해 광고와 유통경로를 중시하는 marketing. 매출액 증대를 통한 기업 목표를 달성하기 위해 판매 촉진(sales promotion)을 도모하기 위한 차원의 개념.
라. 마케팅개념(marketing concept)
소비자의 욕구를 파악하고 이를 충족시킬 제품을 생산하는 것이 중요하다고 생각으로 전개하는 개념. 소비자 만족을 통한 기업 목표 달성을 위한 전사적 차원에서 통합된 marketing 활동을 수행하는 개념.
판매 개념과 marketing 개념의 차이
출발점(초점) | 수단 | 목표 | |
판매개념 | 제품 | 판매 촉진 | 매출액 증대를 통한 기업 목표 달성 |
마케팅개념 | 소비자 욕구 | 전사적 통합 marketing | 소비자 만족을 통한 기업 목표 달성 |
ERP(enterprise resource planning, 전사적자원관리)는 생산・판매・생산・인사・회계・물류・기업경영에 필요한 핵심정보를 종합적으로 처리해 줄 수 있는 응용 software들이 유연하게 통합된 결집체를 말한다. 기업은 경영활동의 수행을 위해 여러 개의 시스템 즉 생산, 판매, 인사, 회계, 자금, 원가, 고정자산등의 운영시스템을 갖고 있는데 ERP는 전부문에 걸쳐있는 경영자원을 최적화된 방법으로 통합하는 통합 정보시스템으로서 컴퓨터화된 reengineering.
마. 사회지향적 마케팅(social marketing concept)
consumerism이 고조됨에 따라 기업의 이윤만을 추구하는 것이 아니고 소비자와 사회의 복지 증진을 장기적 관점에서 추구하는 것.
표적 시장의 욕구를 파악하고 소비자와 사회의 복지를 유지・향상시키는 방향으로 조직을 적용시키는 것.
win-win strategy : to achieve long-term win-win benefits and innovation based on mutually desired outcomes.
4. 마케팅의 기능
가. 시장 조사기능
소비자의 욕구 및 경쟁업체의 전략 파악
나. 제품 계획 기능
소비자가 요구하는 제품 계획
다. 광고, 판매촉진, 계획기능
소비자에 대한 적정 가격, 광고, 판매 촉진 전략 수립
라. 판로 경로 계획 기능
제품의 판매 경로 정비, 판매원의 교육 훈련
마. 계획과 통제 기능
marketing 목표 달성을 위한 구체적인 계획의 수립 및 실적(성과)를 조정 및 통제
5. marketing의 종류
가. 미시적 marketing(micro marketing)
개별 기업 차원에서 기업의 목표를 달성하기 위하여 수행하는 marketing 활동.
⑴ 선행적 marketing
생산 이전에 수행되는 marketing 조사 활동이나 소비자의 욕구를 충족시킬 수 있는 제품을 계획하는 활동 등.
⑵ 후행적 marketing
생산 이후에 수행되는 가격, 경로, 촉진 등의 marketing mix.
나. 거시적 marketing(macro marketing)
유통기관, 기구 등과 관련된 유통 경제상의 marketing 활동. 거시적 차원에서 생산자와 소비자간의 marketing 활동을 조정하는 marketing 활동.
Ⅱ.marketing 활동의 발전 과정
수동적 marketing
판매자 시장(seller’s market)에서 생산의 확충에만 주력하고 marketing 활동은 소극적으로 수행하는 marketing.
2. 능동적 marketing
구매자 시장(buyer’s market)에서 적극적으로 marketing 활동을 수행하는 marketing.
능동적 marketing의 종류
고압적 marketing | 저압적 marketing | 전사적 marketing | |
의의 | 소비자가 원하는 제품을 계획하고 강압적 고압적으로 판매하는 능동적 marketing | 소비자의 요구를 파악하여 이를 충족시킬 제품을 생산하고 판매하는 능동적 marketing | 모든 활동을 전사적으로 통합 조정하는 능동적 marketing. |
중점 활동 | 후행적 marketing 활동 | 선행적 marketing 활동 | 모든 marketing 활동 |
Ⅲ. marketing의 내용
1. marketing 관련 결정
가. to whom : 시장 선택(market selection)
누구에게 우리 회사의 제품, 용역 및 전자적 형태의 무체물을 팔아야 하나?
나. what product: product(제품)
어떤 제품, 용역 및 전자적 형태의 무체물을 출시해야 하나?
다. how much : price(가격)
가격은 얼마로 하고 할인해주어야 하나?
라. how to market : place( distribution. 유통)
어떤 방식으로 팔아야 하나?
묘두현령 (猫頭懸鈴)
묘항현령(猫項懸鈴)
마. how to let know : promotion(촉진)
어떻게 제품, 용역 및 전자적 형태의 무체물을 알려야 하나?
2. marketing mix 4Ps 7Ps 8Ps
4Ps | 7Ps | 8Ps |
1960.E. Jerome McCarthy | 1981. Booms, Bitner | |
product | product | product |
price | price | price |
promotion | promotion | promotion |
place | place | place |
process | process | |
people | people | |
physical evidence | physical evidence | |
performance |
제2절 marketing 참가자
Ⅰ. 4C
1. 회사(company)
marketing의 주체(영리 기업. 정부와 같은 비영리 기관, NGOs, NBOs, NPOs)
2. 소비자(consumers)
제품, 용역 및 전자적 형태의 무체물을 구매하거나 구매에 영향을 미치는 개인 또는 단체. marketing의 존재 이유(raison d'être)
3. 유통경로 구성원(channel)
유통경로를 구성하는 도매상, 소매상.
4. 경쟁사(competitors)
소비자의 같은 욕구를 충족시키려는 다른 개인, 조직,
Ⅱ. 4Cs 7Cs
4Cs | 4Cs | 7Cs |
1990. Robert E. Lauterborn | 1973 Koichi Shimizu | |
① corporation | ||
consumer | commodity | ② commodity |
cost | cost | ③ cost |
communication | communication | ④ communication |
convenience | channel | ⑤ channel |
⑥ consumer | ||
⑦ circumstances |
제3절 marketing 관리
Ⅰ. marketing 관리
1. marketing 관리
가. marketing을 전개 하는 기업이 marketing의 환경 요인을 파악하고 이에 대응하는 기능적 구조를 고려하는 활동.
나. 기업의 목표를 달성하기 위하여 표적 시장의 고객을 만족시키는 marketing 전략 및 marketing 계획을 분석에 근거하여 수립하고 그것을 실행 통제하는 일련의 활동.
Ⅱ. marketing 관리의 과정
시장 기회 분석 | 표적 시장의 선정 | marketing mix 의 개발: 4P개발 | marketing 활동의 관리 |
새로운 시장의 확인:제품/시장 격자 marketing 기회의 평가 | 수용의 측정 및 예측 시장 세분화 3. 표적시장 선정 4. 시장위치 선장 | 제품(product) 가격(price) 유통경로(place) 촉진(promotion) |
H. I. Ansoff의 의사결정이론
H. I. Ansoff는 조직이 외부환경에 적응하기 위하여 하는 의사결정을 전략적 의사결정, 관리적 의사결정 및 업무적(운영적) 의사결정으로 구분하고 조직의 marketing 활동에 대하여 제품시장확장격자(Three Intensive Growth Strategies : Ansoff's Product/Market Expansion Grid(Ansoff Matrix)를 제시하였다.
성장방향
Three Intensive Growth Strategies : Ansoff's Product/Market Expansion Grid(Ansoff Matrix)
Existing products(기존제품) | New products(신제품) | |
Existing markets(기존시장) | 1. Market penetration(시장침투) | 3. Product development(제품개발) |
New markets(신시장) | 2. Market development(시장개발) | 4. Diversification(다각화) |
Recent changes and future trends in marketing management
was using tactics | now focusing on Marketing strategies |
was build sales through advertising... | now build brands through a coordinated integrated marketing strategy that involves all points of contact between the company and the public |
was short term focus on profitable transactions... | now look at Customer's lifetime value |
was company was the unit of analysis... | now the whole value chain is the unit of analysis, meeting the end customers' needs |
was organized by product units... | now organized by customer segment |
was segmented on geographic or demographic variables... | now segmented in depth using all relevant variables, especially behavioral variables like usage rate, loyalty, or benefit |
was focus on capturing new customers... | now emphasis on keeping existing customers |
was performance measured by financial metrics... | now performance measured by financial, strategic, and marketing metrics |
was satisfy shareholders... | now satisfy all stakeholders |
was marketing department does the marketing... | now everyone in the company does some marketing |
was individual and hierarchical work structures... | now cross functional teams |
was developing and implementing a marketing plan took years... | now it takes months (or weeks) |
3. marketing 환경
가. 거시적 환경요인
1. 정치적・법적 환경(political and legal environment)
정치적 환경과 법적 환경 : 규제와 입법, 압력단체
2. 경제적 환경(economic environment)
경제체제, 경제성장과 경제규모, 경제구조, 시장
3. 사회・문화적 환경(sociocultural environment)
경영활동에 영향을 미치는 사회구성원들의 가치관, 인식, 선호, 행동, 가치관, 신념, 생활양식과 전통, 관습, 종교, 윤리 등 사회적 제도와 사회적 태도를 말한다.
4. 기술적 환경
신기술 : 기술진보(technological progress)와 기술혁신(technological innovation)
5. 자연적 환경(natural environment, ecosystem environment))
물리적(physical environment) 내지 생태적 환경 : 자연계와 자원
6. 국제적 환경(international environment)
국제정치・법적 환경, 국제경제적 환경, 국제사회・문화적 환경, 국제기술적 환경 등
<보충>
The internal environment
All factors that are internal to the organization are known as the 'internal environment'. They are generally audited by applying the 'Five Ms' which are Men, Money, Machinery, Materials and Markets. The internal environment is as important for managing change as the external. As marketers we call the process of managing internal change 'internal marketing.' Essentially we use marketing approaches to aid communication and change management.
The external environment can be audited in more detail using other approaches such as SWOT Analysis, Michael Porter's Five Forces Analysis or PESTEL Analysis.
PESTEL analysis
The six environmental factors of the PESTEL analysis are the following:
Political factors
The company/organization needs to consider the political environment when creating business strategies. The entire political environment includes looking at government policies and the risk and instability of current political factors. Political risks can include an unexpected loss of ownership due to government takeover (nationalization), or changes in labor laws which might increase the cost of the company's workforce. However often business can anticipate issues by performing a political risk analysis. The political instability can influence the business and the duration of time that business/ organization is profitable.
Taxation Policy
Trade regulation
Governmental stability
Unemployment policy, etc.
political stability
Economic factors
Theeconomic factors of the business environment are all the variables that impact how the consumer spends their money and the power of that purchase. There are multiple factors that exist at any time. An example of an economic factor is the recent recession influenced people to spend less and save more which has impacted current consumer spending patterns. The economic development of a country Is an important element when scanning the economic environment. Countries are often categorized as either 'developing' or 'developed'. The exchange rate of a country can have an extensive impact on theprofitability of a business. Relatively small changes in the exchange rate may be the difference between profit and loss. When promoting, selling a product it is important for an organization to consider the extra financial information including current rates, taxes etc. in the economy of the country.
Interest rate
Inflation rate
Growth in spending power
Rate of people in a pensionable age
Reccession or Boom
Customer liquidations
Balances of Sharing
Socio-cultural
The socio-cultural environment looks at thedemographic characteristics of the current business environment. It looks at the values, customs and norms of the environment of which a company or organisation is placed. When looking at the socio-cultural environment it is important to consider the social values of the environment. Organizations look at the cultural characteristics of the society and consider all values and customs that are often associated with the culture while they try to market and sell the product or service, such as:
value, beliefs
language
religion
education
literacy
time orientation
lifestyle
Technological factors
The technological environment is becoming a lot more important in the modern day business environment. New technology produces new opportunities for companies and organizations to create, sell and promote a product. Technology is rapidly growing and forever changing. Telecommunication technology e.g. cellphones and laptops are increasing the opportunity within an organization to promote and sell a product. The internet has made information available to the consumer to easily compare current prices of a product or service with the price of the competitors of the same product or service. The internet has also created more opportunity to market the product or service via the use ofㅠsocial media
Internet
E-commerce
Social Media
Electronic Media
Research and Development
Rate of technological change
Environmental factors
The environmental factors of the PESTLE analysis include natural resources that are affected by the processes of selling and marketing products or services. The two main environmental trends that need to be considered when evaluating the natural environment is the increased pollution and growing shortage of raw materials, Government regulations are creating practices that encourage environmental sustainability. A business might for example utilize recyclable and biodegradable packaging, thus making the most of the environmental opportunities to create a sustainable organizational in the current natural environment. Competitive advantage
Waste disposal
Energy consumption
Pollution monitoring, etc.
Legal factors
The legal environment includes the laws and regulations of a state. The laws and regulations will influence the way in which an organization will market or sell the product and services. The legal factors influence trade agreements between different governments and states. The governments that have a well developed public policy about selling and marketing goods may limit competition and place other obligations on retailers.
Employment law
Health and safety
Product safety
Advertising regulations
Product labeling
Labor laws etc.
요인 | 내용 |
Political factors | Taxation Policy. Trade regulations. Governmental stability Unemployment Policy, etc.. political stability |
Economical factors | Interest rate. Inflation rate. Growth in spending power. Rate of people in a pensionable age. Recession or Boom. Customer liquidations. Balances of Sharing |
Socio-cultural FACTORS | values, beliefs. language. religion. education. literacy, time orientation. lifestyle. |
Technological factors | Internet. E-commerce. Social Media. Electronic Media. Research and Development. Rate of technological change. |
Environmental factors | Competitive advantage. Waste disposal. Energy consumption. Pollution monitoring, etc. |
Legal factors | Legal factors. Employment law. Health and safety. Product safety. Advertising regulations. Product labeling. Labor laws etc. |
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