marketing
The process of discovering the needs and wants of potential buyers and customers and then providing goods and services that meet or exceed their expectations
exchange
The process in which two parties give something of value to each other to satisfy their respective needs
Focusing on customer wants so the organization can distinguish its products from competitors’ offe
2. Betty Crocker
Since 1921, General Mills have created convenient, delicious meals and easy-to -make, great-tasting desserts with Betty Crocker products.
3. Gold Medal
They select the best grades of premium wheat and perform quality checks throughout the milling process. The means consumers are assured of consistent results – time after time, recipe
문화를 만들어내고 이는 결국 시장의 비효율성(시장실패, 역자 주)을 야기한다.
International Journal of Public
Sector Management, Vol. 10 No. 5,
1997, pp. 311-330. ?MCB
University Press, 0951-3558
This paper develops some of the concepts in EDI's working paper "The Role of a National
Integrity System in Fighting Corruption", The World Bank, 1997.
IJPSM
Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs
Societal marketing concept is the idea
The business portfolio is the collection of businesses and products that make up the company
Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company
Market penetration is a growth strategy increasing sales to current market segments without changing the product
Market development is a growth strategy tha
Ⅳ. 민영화의 근거 이론
단순한 세계적 조류 또는 유행이라는 현실적 이유가 아닌 실증적 근거이론
1. 주인-대리인 이론(principal-agent theory)
1) 소유지배 구조의 특성에서 민영화가 공기업의 비효율성을 완화할 수 있다.
① 민간기업 : ‘주인인 주주-대리인인 경영자’의 단순한 주
Envt’l CSR activities
1. Company’s industrial characters
>> Paper recycling
>> Air pollution
>> Co2 emission
2. Selective, Consistent, and long-term
3. Educational programs for younger generation
>> Elementary school students
Tactic 1-1 Family Day
When? June 5th, the World Environmental Day
Venue? Han River , Nanji Camp or Parks of Seoul(서울숲)
Initiativ
4. 국내외 다양한 마케팅 성공 사례
가. 감성 마케팅
감성마케팅이란 고객의 기분과 감정에 영향을 미치는 감성적인 자극을 통해 브랜드와 유대관계를 강화 하는 것을 말한다. 감성마케팅 시대에서 고객이 구매를 하는 이유는 제품, 그 자체를 사는 것이 아니라 아름다워지고 싶은 꿈, 경험,
customer services are always directed toward excellence. We are the best team workers. Nordstrom is a company always worried about the professional development of its employees. It provides proper training for facing actual and future challenges.”
“Management consistently trains employees. Classes are held often attended by not only new hires but by old employees. The company gives you a
Depth interviews, life story interview
Focus groups
Projective techniques
- Word associations
- Sentence completion
- Cartoon tests, Story telling (i.e., thematic apperception tests )
Ethnography
- Participant observation
Allows the participant to describe what is meaningful or important to him or her using his or her own words rather than being restricted to predet