▶ Experiential Marketing
- 체험 마케팅은 제품의 특성이나 이점을 전달할 뿐만 아니라 제품을 독특하고 흥미로운
체험과 연결함으로써 제품 판매를 촉진 함.
- 5가지 체험 유형 : 감각, 감성, 인지, 행동, 관계
- 기업의 바람직한 고객체험을 전달하고 정보기술, 브랜드, 이를 위한 통합 마케팅 커뮤니
▶ One-to-one Marketing
- 소비자들이 마케팅 관리자들에게 정보를 제공하여 가치를 첨가하는 것을 돕는다. 반대로
마케팅 관리자들은 정보를 얻고 소비자들을 위한 보상 체험을 양산함으로써 가치를 더함.
- 근본적인 개념
· 소비자 테이터베이스를 통해 개별 소비자에게 초점을 맞춤
· 상호적용을
market
(1) Main Service
Since 1966, STX Pan Ocean has struggled for becoming "World’s the Best" company. With an effort from the company’s powerful & stable business activity in sector of Dry cargo, Pure car carrier, Full container service and other worldwide ocean related services were the main source of the company’s success.
Moreover, the company took the advantages from having vertic
market segments and improve its IT system by learning. Amazon not only broad their retail ventures but strengthen the customer-friendly features which would enhance its revenue.
(2) The Business-level Strategy
Use of Resources
Resource of Amazon is an intangible asset such as employee, knowledge, and brand name. Amazon gains employees from established businesses in the middle of acqu
the birth of
new media development
→ Endlessly evolving
Consumers' purchasing needs &trends
change quickly to the corresponding
'consumer contact management' is
one of the success factors.
The correct response to the movement
of consumers.
Constantly looking for consumers know what they want,
whether what inconvenience.
Intangible services also remarkable wit.