which is determined by various institutions and individuals.
1) Definition of the marketing
*Institution of the U.S.
1960 : Marketing is firm’s activity which makes products and services flow from producer to consumer.
1985 : Marketing is the process of performing price setting, promotion, and an idea for having trades which can satisfy objects of individual and organization.
2. Marketing strategy - Positioning
Brand Naming “딤채”
- Feel a sense of closeness by using pure Korean words
- Want to bring back the old taste of kimchi
(put a kimchi jar into the ground)
Value-added product differentiation
- Storage temperature control within the range ±1℃
- Technology development is to reflect
price setting, promotion, and an idea for having trades which can satisfy objects of individual and organization.
*Institution of the Korea
Marketing is the process of defining market and managing for creating and maintaining trades which can satisfy objects of individual and organization.
*Philip Kotler
Marketing is the process of obtaining some values which is corresponded with firm
4 Customer Analysis
4-1 Customer Expectations
Young age Mid-life Late-life
Interest Adventure, Challenge Adventure, Relaxation Leisure, Health
Company Peers, Friends, Lovers,
Circle members Friend, Lover, Circle member, Family, Lover
Leisure Travelling, Experiencing
Leisure Travelling, Leisure, Fishing, Experiencing Travelling, Climbing
Leisure Time Weekends, Holidays
Vacation season W
3.1.사회.문화적 배경 및 기술.환경적 요소
우리는 사이버시대에 살고 있다. 대중문화의 물결 속에서 특히 컴퓨터는 엄청난 위력을 발휘하며 우리의 삶 안에 들어와 있다. 인터넷을 이용하는 주 연령층인 10대와 20대들은 이제 온라인에서의 만남을 당연시하며 오히려 그 안에서의 만남을 더 중요하게