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CONTENTS
1. ±¹¼ø´ç ±â¾÷¼Ò°³
(1) ±¹¼ø´ç ±â¾÷°³¿ä
(2) »óȲºÐ¼®
-ÁÖ·ù ½ÃÀåÀÇ »óȲ
-°æÀï»çºÐ¼®
-±¹¼ø´çÀÇ ¸·°É¸®½ÃÀåÀ§Ä¡
(3) °Å½ÃÀû ȯ°æºÐ¼®
2. ±¹¼ø´çÀÇ ¸¶ÄÉÆÃÀü·«
(1) ±¹¼ø´ç ÇöÀç ¸¶ÄÉÆà 4PÀü·«
- Product
- Price
- Promotion
- Place
(2) ±¹¼ø´ç SWOTºÐ¼®
(3) ¼ÒºñÀÚ ¼³¹®Á¶»ç
(4) ±¹¼ø´çÀÇ Çö ¹®Á¦Á¡
3. ±¹¼ø´ç ¸¶ÄÉÆÃÀü·« Á¦¾È
(1) STP Àü·«Á¦¾È
-Segmentation
-Targeting
-Positioning
(2) ¸¶ÄÉÆà 4PÀü·« Á¦¾È
- Promotion
- Product
- Promotion
(3) ¿¹»ê
(4) ¸¶ÄÉÆà ½ºÄÉÁì
(5) ¸¶ÄÉÆÃÀü·« ¿ä¾à
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1. ±¹¼ø´ç ±â¾÷¼Ò°³
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Marketing Audit
(1) ±¹¼ø´ç ±â¾÷°³¿ä
°Ç°°ú ¹®È¸¦ ¸¸µé¾î°¡´Â ±â¾÷, ±¹¼ø´ç
¿ì¸® ¼ú º¹¿ø »ç¾÷
`History`
1970-1985 â¾÷±â
1986-1993 ¹ßÀü±â
1¡¦(»ý·«)
|
°í °ÅºÎÇÑ µµ¸ÅÁ¡¿¡ Á¦Ç° °ø±Þ Áß´Ü µîÀ» ÀÚÇàÇÏ´Â °©ÀÇ
ȾÆ÷¸¦ ÀúÁú·¶´Ù´Â ºñ³À» ¹Þ°í ÀÖ´Ù.
[Ãâó : CEO½ºÄھÀϸ®]
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2. ±¹¼ø´çÀÇ ¸¶ÄÉÆÃÀü·«
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Market Analysis and Research
(1) ±¹¼ø´ç ÇöÀç ¸¶ÄÉÆà 4PÀü·«
`4P - Product`
[¸·°É¸®]
-´ë¹Ú ¸·°É¸®
-±¹¼ø´ç ¿ì±¹»ý
-±¹¼ø´ç »ý¸·°É¸®
-±¹¼ø´ç ½Ò¸·°É¸®
-¿¾³¯ ¸·°É¸®
-ÀÚ¿¬´ãÀº
-¾ÆÀ̽Ì
-¿À¸§
-ù¼ú
-ÀÌÈÁÖ
±× ¿Ü: ¹é¼¼ÁÖ(¹é¼¼ÁÖ 2, ¹é¼¼ÁÖ ´ã, °Àå ¹é¼¼ÁÖ µî), ¸íÀÛ(¸íÀÛ ¿À¹ÌÀÚ, ¸íÀÛ »óȲ¹ö¼¸, ¸íÀÛ º¹ºÐÀÚ µî), ¿¹´ã(±¹¼ø´ç ´ã±Ý¼¼»ó), ±âŸÁ¦Ç°(50¼¼ÁÖ, Âü¼ø, ½Ç¼Ó °ú½ÇÁÖ µî)
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Market Analysis and Research
(1) ±¹¼ø´ç ÇöÀç ¸¶ÄÉÆà 4PÀü·«
`4P - Price`
[Ãâó : Çѱ¹¼ÒºñÀÚ¿ø-´ëÇü¸¶Æ® ±âÁØ]
1100~1200¿ø
1300~1400¿ø
1190~1400¿ø
1280~1280¿ø
1000~1110¿ø
990~1110¿ø
¸·°É¸® ±âÁØ-750ml
¸ÆÁÖ ±âÁØ-330ml
¼ÒÁÖ ±âÁØ-360ml
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Market Analysis and Research
(1) ±¹¼ø´ç ÇöÀç ¸¶ÄÉÆà 4PÀü·«
`4P - Promotion`
¾ÆÀÌ½Ì ´ëÇлý ¼Æ÷ÅÍÁî ¸ðÁý
ÀüÁöÇöÀ» ÅëÇÑ ½ºÅ¸ ¸¶ÄÉÆÃ
ÆÝ ¸¶ÄÉÆÃ
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Market Analysis and Research
(1) ±¹¼ø´ç ÇöÀç ¸¶ÄÉÆà 4PÀü·«
`4P - Place`
¸·°É¸®´Â À¯Åë±âÇÑÀÌ Âª¾Æ Àü±¹ÀûÀÎ
À¯Åë°ú ´ë·®»ý»ê¿¡ ¾î·Á¿òÀ»
°Þ¾úÁö¸¸ ³ÃÀåÀ¯Åë½Ã½ºÅÛ(cold
chain system)°ú ¹ßÈ¿Á¦¾î°ø¹ýÀ»
ÅëÇØ Àü±¹À¸·Î À¯ÅëµÉ ¼ö ÀÖ°Ô
µÇ¾ú°í, Àç°í°ü¸®°¡ ¿ëÀÌÇØÁ³´Ù.
À¯Åë¸Á È®´ëÀÇ Çõ½Å
15¸¸°³ À½½ÄÁ¡¿¡ Á¦Ç°À» °ø±ÞÇÏ°í ÀÖÀ¸¸ç ´Ù¾çÇÑ À¯Åë°æ·Î¸¦ Áö¼ÓÀû
À¸·Î È®´ëÇÏ·Á°í ÇÏ°í ÀÖ´Ù. ±¹¼ø´ç
Á¦Ç°¸¸ Ãë±ÞÇÏ´Â Àü¿ë µµ¸Å