▶ 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
MARKET RESEARCH
v Revenue & Market share
매출액(2003년 기준)
전국 소매업 시장의 규모 – 105조(산업자원부 자료)
대형 할인점 매출액 – 17조 8,000억원(연 32% 신장세)
.
.
.
SUPERIOR VALUES
국내 최대 할인점
이마트의 기존 유통체계 이용.
b이마트는 첨단 정보시스템인
WIN-POS, EDI시스템,
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
Founded in 1901 by King C. Gillete
Market leader in the Razor and Blades category
Strongly believes in continuous product innovation
Among the world’s first multinational organization
Focus on providing high quality shaving products at a fair price
Used Product description, announcing category benefits, and growth stage strategy.
Super Speed razor
Reducing facial irritation
Sa
marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests
Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers