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마케팅 원어 Marketing 중간고사 요약

저작시기 2015.05 |등록일 2015.12.10 워드파일MS 워드 (docx) | 21페이지 | 가격 3,000원

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본문내용

Good Marketers
1. Discover & Satisfy customer needs
2. Focus on ‘need’ not ‘product’
3. Create value for customers
4. Build a marketing network
5. Scan the enviroment and adapt
6. Avoid marketing myopia(=근시) (focuse on ‘solution)
The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by those products

<중 략>

[ Segmentation ]
 Market = The set of actual and potential buyers of a product
 Segmentation = Dividing the market into meaningful, relatively similar, identifiable segments
⇨ A process
 Market Segment = subgroup of people sharing one or more similar characteristics and needs
⇨ Subgroup called as segment
Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices
Each company must identify the parts of the market that it can serve best
⇨ Mass marketing is not effective approach
⇨ 생필품 같은건(물,소금) relies on mass distribution and mass advertising. No Segmentation

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