새로운 마케팅
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9788947275699
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| Publication Date | 2015/02/17 |
| Pages/Weight/Size | 188*254*30mm |
| ISBN | 9788947275699 |
| Categories | 경제 경영 > 마케팅/세일즈 |
Description
이 책은 전반적인 마케팅에 관한 이해와 더불어 STP 전략과 마케팅믹스전략이 핵심인 마케팅 프로세스를 중심으로 전개하였고, 새로운 마케팅 영역으로서 먼저 우리 경제에서 차지하는 서비스의 비중이 증가하고 있어 서비스 마케팅, 소비자 피해나 불이익의 발생과 같은 문제점을 해결을 위한 소비자보호와 사회마케팅 등을 다루고 있다. 그리고 각 장을 시작하기 전에 기업들의 마케팅 사례를 실어 이해를 높이려고 노력하였다.
Contents
제1장 마케팅의 이해
제1절│마케팅개념의 이해 ···························································· 12
1. 마케팅의 정의 ···························································· 12
2. 현대마케팅의 특징 ····················································· 14
3. 마케팅관리 개념의 발전과정 ····································· 16
4. 마케팅의 기능 ···························································· 20
제2절│마케팅관리의 의의와 과정 ··············································· 23
1. 마케팅관리의 의의 ····················································· 23
2. 마케팅관리의 특징 ····················································· 24
3. 마케팅관리의 과정 ····················································· 25
제2장 마케팅시스템과 환경
제1절│마케팅의 시스템어프로치 ·················································· 32
1. 마케팅시스템의 의의와 내용 ····································· 32
형설출판사 신간 보도자료 - 새로운 마케팅
2. 마케팅의 시스템어프로치 ··········································· 34
제2절│마케팅환경 ········································································ 36
1. 마케팅환경의 의의와 구성 ········································· 36
2. 마케팅의 미시환경 ····················································· 37
3. 마케팅의 거시환경 ····················································· 43
제3장 시장세분화와 표적시장전략
제1절│시장세분화의 의의 ···························································· 54
1. 시장의 개념 ································································ 54
2. 시장세분화의 배경과 의의 ········································· 55
제2절│시장세분화의 방법과 기준 ··············································· 58
1. 시장세분화의 방법 ····················································· 58
2. 시장세분화의 기준 ····················································· 60
제3절│표적시장전략 ···································································· 67
1. 표적시장의 마케팅전략 ·············································· 67
2. 표적시장전략의 고려요인 ··········································· 69
제4절 제품포지셔닝전략과 제품차별화 ········································ 71
1. 제품포지셔닝전략 ······················································· 71
2. 제품차별화 ·································································· 74
제4장 마케팅계획과 통제
제1절│마케팅계획의 이해 ···························································· 80
1. 마케팅계획의 본질 ····················································· 80
2. 마케팅계획의 구분과 구성요소 ································· 82
제2절│마케팅의 전략적 계획과 경쟁적 전략 ······························ 86
1. 전략적 계획의 내용 ··················································· 86
2. 경쟁적 전략의 내용 ··················································· 92
제3절│마케팅통제 ········································································ 96
1. 연차계획통제 ······························································ 97
2. 수익성통제 ·································································· 98
3. 전략적 통제 ································································ 99
제5장 소비자행동분석
형설출판사 신간 보도자료 - 새로운 마케팅
제1절│소비자행동의 본질 ·························································· 105
1. 소비자행동의 정의와 특성 ······································· 105
2. 소비자행동연구의 중요성 ········································· 107
제2절│소비자행동의 주요 영향요인 ·········································· 109
1. 사회 ? 문화적 요인 ···················································· 110
2. 개인 ? 심리적 요인 ···················································· 113
제3절│소비자의 의사결정과정과 유형 ······································ 119
1. 구매 의사결정과정과 역할구조 ······························· 119
2. 구매 의사결정의 유형 ·············································· 124
제6장 제품관리
제1절│제품의 기본적 이해 ························································ 132
1. 제품의 개념 ······························································ 132
2. 제품의 분류 ······························································ 134
3. 신제품의 의의와 획득방법 ······································· 139
제2절│제품믹스전략 ·································································· 143
1. 제품믹스의 의의 ······················································· 143
2. 제품믹스전략 ···························································· 146
제3절│제품수명주기에 따른 전략 ············································· 148
1. 제품수명주기의 이해 ················································ 148
2. 제품수명주기의 단계별 마케팅전략 ························ 152
3. 계획적 진부화 ·························································· 159
제4절│상표와 포장관리 ····························································· 160
1. 상표의 개념과 중요성 ·············································· 160
2. 상표전략 ···································································· 163
3. 상표충성도 ································································ 166
4. 포장관리 ···································································· 167
제7장 유통관리
제1절│유통경로의 본질 ····························································· 176
1. 유통경로의 의의 ······················································· 176
2. 유통경로의 유형과 경로흐름 ··································· 177
3. 유통경로의 기능과 중간상의 필요성 ······················ 179
제2절│유통경로의 설계와 관리 ················································· 182
형설출판사 신간 보도자료 - 새로운 마케팅
1. 경로결정의 고려요인 ················································ 183
2. 경로형태의 선택 ······················································· 185
제3절│유통경로의 계열화 ························································· 189
1. 유통경로 계열화의 형태 ·········································· 189
2. 프랜차이즈 시스템 ··················································· 191
제4절│유통기관의 관리 ····························································· 195
1. 유통기관의 의의와 유형 ·········································· 195
2. 도매기관의 관리 ······················································· 198
3. 소매기관의 관리 ······················································· 199
제5절│물적 유통관리 ································································ 207
1. 물적 유통의 의의와 중요성 ····································· 207
2. 물적 유통관리의 목표 ·············································· 210
3. 물적 유통의 의사결정 ·············································· 212
제8장 촉진관리
제1절│마케팅 커뮤니케이션과 촉진관리 ···································· 222
1. 마케팅 커뮤니케이션 ················································ 222
2. 촉진의 중요성과 기능 ·············································· 226
3. 촉진의 수단 ······························································ 228
4. 촉진믹스의 결정 ······················································· 231
제2절│광고관리 ········································································· 235
1. 광고의 성격 ······························································ 235
2. 광고의 주요 의사결정 ·············································· 238
제3절│인적 판매관리 ································································ 248
1. 인적 판매의 의의와 유형 ········································ 248
2. 판매원전략과 선발 ? 배치 ········································· 251
3. 판매원의 판매절차 ··················································· 255
4. 판매원의 보수와 평가 ·············································· 260
제9장 가격관리
제1절│가격결정의 의의 ····························································· 269
1. 가격의 개념 ······························································ 269
2. 가격결정의 중요성 ··················································· 270
제2절│가격결정의 고려요인과 가격의 종류 ······························ 272
형설출판사 신간 보도자료 - 새로운 마케팅
1. 가격결정의 고려요인 ················································ 272
2. 가격의 종류 ······························································ 277
제3절│가격결정의 방법 ····························································· 278
1. 원가중심의 가격결정방법 ········································· 278
2. 소비자의식을 중심으로 한 가격결정방법 ··············· 280
3. 경쟁중심의 가격결정방법 ········································· 281
4. 구매자심리를 기준으로 한 가격결정방법 ··············· 283
제4절│특수가격정책 ·································································· 286
1. 신제품의 가격정책 ··················································· 286
2. 차별가격정책 ···························································· 287
3. 가격할인정책 ···························································· 289
4. 특정가격 유지정책 ··················································· 291
제10장 서비스 마케팅
제1절│서비스 마케팅의 본질 ····················································· 296
1. 서비스의 정의와 중요성 ·········································· 296
2. 서비스의 특징 ·························································· 298
3. 서비스의 분류 ·························································· 301
제2절│서비스의 마케팅믹스 ······················································ 303
1. 마케팅개념의 도입과 제품 마케팅과의 차이점 ······ 303
2. 서비스 마케팅믹스의 의사결정 ······························· 305
제11장 소비자보호와 사회마케팅
제1절│소비자보호주의 ······························································· 312
1. 소비자보호주의의 의의 ············································ 312
2. 소비자보호운동의 역사적 배경 ······························· 313
3. 소비자의 8대 권리 ··················································· 314
제2절│사회마케팅 ······································································ 316
1. 사회마케팅의 개념과 생성배경 ······························· 316
2. 사회마케팅의 구체적인 활동 ··································· 319
3. 마케팅윤리 ································································ 321
제1절│마케팅개념의 이해 ···························································· 12
1. 마케팅의 정의 ···························································· 12
2. 현대마케팅의 특징 ····················································· 14
3. 마케팅관리 개념의 발전과정 ····································· 16
4. 마케팅의 기능 ···························································· 20
제2절│마케팅관리의 의의와 과정 ··············································· 23
1. 마케팅관리의 의의 ····················································· 23
2. 마케팅관리의 특징 ····················································· 24
3. 마케팅관리의 과정 ····················································· 25
제2장 마케팅시스템과 환경
제1절│마케팅의 시스템어프로치 ·················································· 32
1. 마케팅시스템의 의의와 내용 ····································· 32
형설출판사 신간 보도자료 - 새로운 마케팅
2. 마케팅의 시스템어프로치 ··········································· 34
제2절│마케팅환경 ········································································ 36
1. 마케팅환경의 의의와 구성 ········································· 36
2. 마케팅의 미시환경 ····················································· 37
3. 마케팅의 거시환경 ····················································· 43
제3장 시장세분화와 표적시장전략
제1절│시장세분화의 의의 ···························································· 54
1. 시장의 개념 ································································ 54
2. 시장세분화의 배경과 의의 ········································· 55
제2절│시장세분화의 방법과 기준 ··············································· 58
1. 시장세분화의 방법 ····················································· 58
2. 시장세분화의 기준 ····················································· 60
제3절│표적시장전략 ···································································· 67
1. 표적시장의 마케팅전략 ·············································· 67
2. 표적시장전략의 고려요인 ··········································· 69
제4절 제품포지셔닝전략과 제품차별화 ········································ 71
1. 제품포지셔닝전략 ······················································· 71
2. 제품차별화 ·································································· 74
제4장 마케팅계획과 통제
제1절│마케팅계획의 이해 ···························································· 80
1. 마케팅계획의 본질 ····················································· 80
2. 마케팅계획의 구분과 구성요소 ································· 82
제2절│마케팅의 전략적 계획과 경쟁적 전략 ······························ 86
1. 전략적 계획의 내용 ··················································· 86
2. 경쟁적 전략의 내용 ··················································· 92
제3절│마케팅통제 ········································································ 96
1. 연차계획통제 ······························································ 97
2. 수익성통제 ·································································· 98
3. 전략적 통제 ································································ 99
제5장 소비자행동분석
형설출판사 신간 보도자료 - 새로운 마케팅
제1절│소비자행동의 본질 ·························································· 105
1. 소비자행동의 정의와 특성 ······································· 105
2. 소비자행동연구의 중요성 ········································· 107
제2절│소비자행동의 주요 영향요인 ·········································· 109
1. 사회 ? 문화적 요인 ···················································· 110
2. 개인 ? 심리적 요인 ···················································· 113
제3절│소비자의 의사결정과정과 유형 ······································ 119
1. 구매 의사결정과정과 역할구조 ······························· 119
2. 구매 의사결정의 유형 ·············································· 124
제6장 제품관리
제1절│제품의 기본적 이해 ························································ 132
1. 제품의 개념 ······························································ 132
2. 제품의 분류 ······························································ 134
3. 신제품의 의의와 획득방법 ······································· 139
제2절│제품믹스전략 ·································································· 143
1. 제품믹스의 의의 ······················································· 143
2. 제품믹스전략 ···························································· 146
제3절│제품수명주기에 따른 전략 ············································· 148
1. 제품수명주기의 이해 ················································ 148
2. 제품수명주기의 단계별 마케팅전략 ························ 152
3. 계획적 진부화 ·························································· 159
제4절│상표와 포장관리 ····························································· 160
1. 상표의 개념과 중요성 ·············································· 160
2. 상표전략 ···································································· 163
3. 상표충성도 ································································ 166
4. 포장관리 ···································································· 167
제7장 유통관리
제1절│유통경로의 본질 ····························································· 176
1. 유통경로의 의의 ······················································· 176
2. 유통경로의 유형과 경로흐름 ··································· 177
3. 유통경로의 기능과 중간상의 필요성 ······················ 179
제2절│유통경로의 설계와 관리 ················································· 182
형설출판사 신간 보도자료 - 새로운 마케팅
1. 경로결정의 고려요인 ················································ 183
2. 경로형태의 선택 ······················································· 185
제3절│유통경로의 계열화 ························································· 189
1. 유통경로 계열화의 형태 ·········································· 189
2. 프랜차이즈 시스템 ··················································· 191
제4절│유통기관의 관리 ····························································· 195
1. 유통기관의 의의와 유형 ·········································· 195
2. 도매기관의 관리 ······················································· 198
3. 소매기관의 관리 ······················································· 199
제5절│물적 유통관리 ································································ 207
1. 물적 유통의 의의와 중요성 ····································· 207
2. 물적 유통관리의 목표 ·············································· 210
3. 물적 유통의 의사결정 ·············································· 212
제8장 촉진관리
제1절│마케팅 커뮤니케이션과 촉진관리 ···································· 222
1. 마케팅 커뮤니케이션 ················································ 222
2. 촉진의 중요성과 기능 ·············································· 226
3. 촉진의 수단 ······························································ 228
4. 촉진믹스의 결정 ······················································· 231
제2절│광고관리 ········································································· 235
1. 광고의 성격 ······························································ 235
2. 광고의 주요 의사결정 ·············································· 238
제3절│인적 판매관리 ································································ 248
1. 인적 판매의 의의와 유형 ········································ 248
2. 판매원전략과 선발 ? 배치 ········································· 251
3. 판매원의 판매절차 ··················································· 255
4. 판매원의 보수와 평가 ·············································· 260
제9장 가격관리
제1절│가격결정의 의의 ····························································· 269
1. 가격의 개념 ······························································ 269
2. 가격결정의 중요성 ··················································· 270
제2절│가격결정의 고려요인과 가격의 종류 ······························ 272
형설출판사 신간 보도자료 - 새로운 마케팅
1. 가격결정의 고려요인 ················································ 272
2. 가격의 종류 ······························································ 277
제3절│가격결정의 방법 ····························································· 278
1. 원가중심의 가격결정방법 ········································· 278
2. 소비자의식을 중심으로 한 가격결정방법 ··············· 280
3. 경쟁중심의 가격결정방법 ········································· 281
4. 구매자심리를 기준으로 한 가격결정방법 ··············· 283
제4절│특수가격정책 ·································································· 286
1. 신제품의 가격정책 ··················································· 286
2. 차별가격정책 ···························································· 287
3. 가격할인정책 ···························································· 289
4. 특정가격 유지정책 ··················································· 291
제10장 서비스 마케팅
제1절│서비스 마케팅의 본질 ····················································· 296
1. 서비스의 정의와 중요성 ·········································· 296
2. 서비스의 특징 ·························································· 298
3. 서비스의 분류 ·························································· 301
제2절│서비스의 마케팅믹스 ······················································ 303
1. 마케팅개념의 도입과 제품 마케팅과의 차이점 ······ 303
2. 서비스 마케팅믹스의 의사결정 ······························· 305
제11장 소비자보호와 사회마케팅
제1절│소비자보호주의 ······························································· 312
1. 소비자보호주의의 의의 ············································ 312
2. 소비자보호운동의 역사적 배경 ······························· 313
3. 소비자의 8대 권리 ··················································· 314
제2절│사회마케팅 ······································································ 316
1. 사회마케팅의 개념과 생성배경 ······························· 316
2. 사회마케팅의 구체적인 활동 ··································· 319
3. 마케팅윤리 ································································ 321