교재 e-마케팅플러스...
TRANSCRIPT
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e-mail: [email protected]
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Marketing
Creative IdeasScientific Analysis
Mathematics, Statistics, Computer
Information TechnologyExperience, IntuitionCreative Thinking
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+Planning
Seeing
DoingArt
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3 (Positioning)
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(Charles Lindbergh)
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3 (Positioning) 1, 2
[ 2-15, 16] 2 STP
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n (Think Small)
(Size)
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3 (Positioning) ( )
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Cola
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3 (Positioning) ( )
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3 (Positioning) ( )
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(Intangibility)
(Simultaneity)
(Heterogeneity)
(Perishability)
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[ 7-5] 7
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(Simultaneity)
(Simultaneity)(Simultaneity)
(Heterogeneity)
(Heterogeneity)(Heterogeneity)
(Perishability)
(Perishability)(Perishability)
(Word of Mouth)
(Intangibility)
(Intangibility)(Intangibility)
3
[ 7-6] 7
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33
44
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[ 7-9. 10] 7
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2 :
(Brand Name)(Brand Name)
(Symbol & Logo)(Symbol & Logo)
(Character)(Character)
(Slogan)(Slogan)
(Package)(Package)
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22
33
44
55
1
[ 6-10] 6
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(Character)
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[ 6-12] 6
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Just do it
its sony
Always
(Slogan)
(On-line) (Slogan)
amazon.comamazon.com
wowbook.comwowbook.com
4040! ! -- MBCMBCimbc.comimbc.com
((checkfreecheckfree) ) iprint.comiprint.com
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[ 6-13, 14] 6
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(Package)
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[ 6-15] 6
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(Prestige)
CocaCoca--ColaCola
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2 (Branding Strategy)
[ 6-16] 6
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2 (Branding Strategy)
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.
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http://www.kidsfoto.co.kr
[ 6-4], [ 6-17] 6
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1
2 (Branding Strategy)
[ 6-18] 6
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(Anita Roddick)
(Body Shop) . ,
. 1986
1987
, 1989
Stop the Burn
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,
2 (Branding Strategy)
[ 6-19] 6
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11 22 33
2 (Branding Strategy)
[ 6-20] 6
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[ 6-10] 6
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CRM
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CRMCRM
11
22
1 CRM
[ 17-1] 17 CRM
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CRM
(Recognition)
(Service)
(Helpfulness)
(Information)
(Convenience)
(Identification)
2 CRM
[ 17-6] 17 CRM
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,
CRM
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( )
,
( )
(Suspect)
(Prospect)
(Customer)
( Client)
(Advocate)
3 CRM
[ 17-14] 17 CRM
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Recency
Frequency
Monetary
,
RFM , LTV
RFM
( )
CRM
CRM
CRMCustomer & Product Database
3 CRM CRM
[ 19-8] 19 CRM
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(LTV)
(Frequency)
VIP
3 CRM
[ 19-12] 19 CRM
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50 %
40 %
(Cash Cow)
Cross-selling, Up-selling
Gold Customers
De-Marketing
Relationship Marketing
De-marketing
Gold Customers
Profitable Customers
Lower value Customers
5 %
25 %
70 %10 %
3 CRM
[ 19-13] 19 CRM
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Needs
Needs
Package
Strategy Alliance
PackagePackage
One Stop Service
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Idea
Analysis Strategy
Testing
Modeling
UpgradingCRM
InformationTechnology
Marketing
, , CRM
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(5 )
5
7.10% 18.82%
10.50% 2.35%
10.50% 4.71%
14.00% 10.59%
26.30% 29.41%
14.00% 23.53%
1.80% 2.35%
10.50% 1.18%
5.30% 7.06%
5
12.87% 14.94%
10.97% 2.90%
9.20% 6.22%
9.10% 17.43%
22.27% 17.84%
17.26% 24.90%
1.26% 3.73%
8.50% 2.49%
8.30% 9.54%
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(5 )
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5 8 4 2 1 3 9 7 5
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2 3 7 1 6 4 8 9 5
5 6 7 1 3 2 8 9 4
2 4 7 1 6 5 8 9 3
, 5 7 6 1 2 3 9 8 4
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13.6 22.2 23.4 9.2 19.7 11.3 7.6 7.8 7.8 7.9 9.1 6.5 17.2 9.5
51.5 11.1 26.6 20 25.8 33.9 24.2 15.6 25 22.2 56.1 32.3 15.6 28.6
12.1 11.1 7.8 10.8 13.6 12.9 7.6 18.8 12.5 20.6 12.1 9.7 17.2 9.5
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13.4% 11.1% 13.1% 9.0% 12.0% 12.1% 7.1% 14.0% 18.2% 27.8% 6.1% 12.1% 10.8% 12.5%
1.0% 42.4% 20.2% 26.0% 8.0% 8.1%
41.8% 4.0% 5.1% 5.2% 2.0% 1.0% 3.2% 5.2%
1.0% 3.0% 5.1% 9.0% 7.0% 4.0% 6.1% 7.0% 5.1% 5.2% 1.0% 5.1% 5.4% 8.3%
26.8% 12.1% 18.2% 12.0% 20.0% 17.2% 8.2% 20.0% 17.2% 7.2% 17.2% 20.2% 21.5% 19.8%
37.1% 4.0% 15.2% 12.0% 10.0% 25.3% 18.4% 28.0% 26.3% 20.6% 51.5% 33.3% 12.9% 20.8%
12.4% 11.1% 16.2% 11.0% 22.0% 21.2% 9.2% 13.0% 14.1% 27.8% 13.1% 19.2% 25.8% 13.5%
0.0% 9.1% 1.0% 2.0% 4.0% 5.1% 3.1% 11.0% 3.0% 2.1% 1.0% 1.0% 10.8% 8.3%
1.0% 1.0% 1.0% 17.0% 6.0% 2.0% 1.0% 1.0% 1.0% 2.1% 3.0% 1.0% 2.2% 5.2%
7.2% 6.1% 10.1% 2.0% 11.0% 5.1% 5.1% 2.0% 10.1% 2.1% 5.1% 7.1% 7.5% 6.3%
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9 6 8 7
6 5 5 6
100 100-200 200-300 300
7 4 2 4
4 5 6 6
6 6 7 7
1 1 1 1
2 2 4 2
5 3 3 3
9 9 8 8
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