¸¶ÄÉÆà ÄÁ¼Á(Marketing Concept)ÀÇ ¹ßÀü°úÁ¤
1. ¸¶ÄÉÆðú ¸¶ÄÉÆà ÄÁ¼ÁÀÇ °³³ä
Çö´ë ÀÚº»ÁÖÀÇ »çȸ¿¡¼ ¸¶ÄÉÆÃÀº ´õ ÀÌ»ó »©³õÀ» ¼ö ¾ø´Â ÇʼöºÒ°¡°áÇÑ °³³äÀ¸·Î ÀÚ¸® Àâ°í ÀÖ´Ù. ¸¶ÄÉÆà ÄÁ¼ÁÀÇ ¹ßÀü ´Ü°è¸¦ ¼³¸íÇϱâ À§ÇØ, ¸¶ÄÉÆðú ¸¶ÄÉÆà ÄÁ¼ÁÀÇ °³³ä¿¡ ´ëÇØ ¿ì¼±ÀûÀ¸·Î »ìÆ캸±â·Î ÇÏ°Ú´Ù.
1) ¸¶ÄÉÆÃÀÇ °³³ä
¹Ì±¹ ¸¶ÄÉÆà Çùȸ(American Marketing Assocication)ÀÇ Á¤ÀÇ¿¡ ÀÇÇÏ¸é ¸¶ÄÉÆÃÀº °³Àΰú Á¶Á÷ÀÇ ¸ñÀûÀ» ¸¸Á·½ÃÅ°´Â ±³È¯È°µ¿À» âÃâÇϱâ À§ÇØ ÄÁ¼Á, °¡°Ý, ÆǸÅÃËÁø, ¾ÆÀ̵ð¾î, »óÇ°, ¼ºñ½ºÀÇ ºÐ¹è¸¦ ±âȹÇÏ°í ½ÇÇàÇÏ´Â °úÁ¤À̶ó°í Á¤ÀÇÇÏ°í ÀÖ´Ù.(Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.) ¶ÇÇÑ Philip Kotler ±³¼öÀÇ Á¤ÀÇ¿¡ ÀÇÇÏ¸é ¸¶ÄÉÆÃÀº ȸ»ç°¡ °í°´À» À§ÇØ °¡Ä¡¸¦ âÃâÇÏ°í, °í°´µé·ÎºÎÅÍ µ¹¾Æ¿À´Â °¡Ä¡¸¦ Æ÷ÂøÇϱâ À§ÇØ °í°´°ü°è¸¦ ±¸ÃàÇÏ´Â °úÁ¤À̶ó°í º¸°í ÀÖ´Ù.
2) ¸¶ÄÉÆà ÄÁ¼Á(Marketing Concept)ÀÇ °³³ä
»óÇ°À̳ª ¼ºñ½ºÀÇ ¡¦(»ý·«)
¨ç ÇöÀç ÀáÀçÀûÀÎ ¼ÒºñÀÚÀÇ ¼ö¿ä¿¡ ÇÕÄ¡ÇÏ´Â »óÇ° ¹× ¼ºñ½º¸¦ Á¦°øÇÏ°í, ¼ÒºñÀÚÀÇ ¿å±¸³ª Çʿ並 º¸´Ù ÃæÁ·½Ãų ¼ö ÀÖ´Â »óÇ°À̳ª ¼ºñ½º¸¦ Ç×»ó °ËÅäÇÏ´Â °í°´ÁöÇ⼺
¨è ¸¶ÄÉÆÿ¡ °üÇÑ Á¤º¸¸¦ ²÷ÀÓ¾øÀÌ ¼öÁý, ºÐ¼®ÇÏ¿© °æ¿µÀÚÀÇ °üÁ¡¿¡¼ ½ÃÀå±âȸ¿¡ ´ëÇØ Àç°ËÅäÇÏ´Â °æÀïÁöÇ⼺ ¹× ±â¾÷ ÀÌÀ± Ãß±¸
¨é ±â¾÷ÇൿÀ» ÅëÇÕ½ÃÅ°±â À§ÇØ, Á¶Á÷À̳ª Àç»êÀ» ÅëÇÕ¡¤Á¶Á¤ÇÏ´Â Àü»çÀû ¸¶ÄÉÆÃ
¨ç °í°´ ¸¸Á·À» ÅëÇÑ ¼ÒºñÀÚÀÇ º¹¸® ÁõÁø
¨è °í°´À¸·ÎºÎÅÍ Ã¢ÃâµÇ´Â ÀÌÀ±À» ÅëÇÑ ±â¾÷ ¹ßÀü
¨é ±â¾÷ ¹ßÀüÀ» ÅëÇÑ Àü¹ÝÀûÀÎ °æÁ¦ÀÇ ¹ßÀü
¨ê »çȸÁ¤ÀÇÀÇ ½ÇÇö
2. ¸¶ÄÉÆà ÄÁ¼ÁÀÇ ¹ßÀü ¹æÇâ
1) »ý»êÁöÇâ´Ü°è(The Production Concept)
2) Á¦Ç°ÁöÇâ´Ü°è(The Product Concept)
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therefore focus on improving production and distribution efficiency.)
ÀÌ ´Ü°è¿¡¼ ½ÃÀåÀÇ ¼ö¿ä´Â °ø±Þ¿¡ ºñÇØ Àý´ëÀûÀ¸·Î ¸¹Àº ÆíÀ̱⠶§¹®¿¡, °í°´ÀÇ °³º° ±âÈ£º¸´Ù´Â ±Ô°ÝÈµÈ ´ë·®»ý»êÀ» ÅëÇØ ±Ô¸ðÀÇ °æÁ¦(Economies of Scale)¸¦ ´Þ¼ºÇÏ´Â ÀÏÁ¾ÀÇ ¸Å½º ¸¶ÄÉÆÃ(Mass Marketing) ÀÌ¶ó º¼ ¼ö ÀÖ´Ù. ½ÃÀåÀº »ý»êÀÚ°¡ ÁÖµµ±ÇÀ» Áö´Ñ ÆǸÅÀÚ Á᫐ ½ÃÀå(Seller`s Market)À̸ç, °í°´ÀÔÀå¿¡¼ »óÇ°ÀÇ ¼±ÅñÇÀº ¾øÁö¸¸ Á¦Ç°À» Àú·ÅÇÑ °¡°ÝÀ¸·Î ±¸¸ÅÇÒ ¼ö ÀÖ´Ù´Â ÀåÁ¡ÀÌ ÀÖ´Ù.
Àú·ÅÇÑ ³ëµ¿·Â°ú ¿øÀÚÀ縦 ¹ÙÅÁÀ¸·Î
»ý»êÁöÇâÀû ÄÁ¼ÁÀ» Àû¿ëÇÏ¿© Àú°¡Çü ³ëÆ®ºÏ ½ÃÀåÀ» Á¡À¯ÇÑ Áß±¹ÀÇ Lenovo Þä
»ý»êÁöÇâ´Ü°èÀÇ ´ëÇ¥ÀûÀÎ ¿¹·Î´Â 1920³â´ë ¹Ì±¹ ÀÚµ¿Â÷½ÃÀåÀ» ÁÖµµÇß´ø Æ÷µå ÀÚµ¿Â÷¸¦ µé ¼ö ÀÖÀ¸¸ç, Áß±¹ÀÇ PC Á¦Á¶¾÷üÀÎ Lenovo ¹× °¡ÀüÁ¦Ç° Á¦Á¶¾÷ü Haier µîÀÌ Áß±¹ÀÇ Àú·ÅÇÑ ³ëµ¿·Â°ú ¿øÀÚÀ縦 ÀÌ¿ëÇØ ±Ô¸ðÀÇ °æÁ¦¸¦ ½ÇÇöÇÏ°í ÀÖ´Ù.
ÇÏÁö¸¸ ÀÌ·¯ÇÑ ¸î¸î À¯¿ëÇÑ »óȲ¿¡µµ ºÒ±¸ÇÏ°í, »ý»êÁöÇâ´Ü°è´Â ±â¾÷ÀÌ ÀڽŵéÀÇ È°µ¿¿¡¸¸ ³Ê¹« Çù¼ÒÇÏ°Ô ÁýÁßÇÏ¿© °í°´ÀÇ ¿ä±¸¿Í °í°´ °ü°è°ü¸®¿¡ ¼ÒȦÇØÁú ¼ö ÀÖ¾î ÁøÁ¤ÇÑ ±â¾÷ÀÇ ¸ñÇ¥¸¦ ÀÒ¾î¹ö¸®´Â ¸¶ÄÉÆà ±Ù½Ã(marketing myopia)·Î ºüÁú ¼öµµ ÀÖ´Ù.
2) Á¦Ç°ÁöÇâ´Ü°è(The Product Concept)
Á¦Ç°ÁöÇâ´Ü°è¿¡¼ ±â¾÷Àº ¼ÒºñÀÚµéÀÌ Ç°Áú°ú ±â´É, ÇüŸ¦ ÃÖ¿ì¼±À¸·Î ¼±È£ÇÒ °ÍÀ̶ó°í »ý°¢Çϱ⠶§¹®¿¡ ±×µéÀÇ ¿ª·®À» Áö¼ÓÀûÀÎ Á¦Ç° °È¿¡ ½ñ´Â °æÇâÀ» º¸ÀδÙ. (The idea that consumers will favor products that offer the most quality, performace, and features and that the organization should therefore devote its energy to making continuous product improvements.) ÇÏÁö¸¸ ´ÜÁö ȸ»çÀÇ Á¦Ç°¿¡¸¸ ÁýÁß