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¤ýÃÖ´ë 10ÆäÀÌÁö±îÁö ¹Ì¸®º¸±â ¼ºñ½º¸¦ Á¦°øÇÕ´Ï´Ù. |
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ÆǸŰ¡°Ý: 1,000¿ø (27page) |
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ÀúÀ۽ñâ: 2010/01 |
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Ãßõµ¶ÀÚ: Àüü |
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µî·ÏÀÎ: report1 |
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1. ¼ºñ½º ¸¶ÄÉÆà 2. º¸ÇèÀÇ Æ¯Â¡
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1. ¼ºñ½º ¸¶ÄÉÆà ⁍ ¼ºñ½ºÀÇ Á¤ÀÇ • ¹Ì±¹¸¶ÄÉÆÃÇÐȸ(AMA) – ÆǸŸ¦ À§ÇØ Á¦°øµÇ°Å³ª Á¦Ç° ÆǸſ¡ ¼ö¹Ý µÇ´Â ÆíÀÍ, ¸¸Á· • Philip Kotler – °Å·¡ÀÇ ÇÑ ÂÊÀÌ »ó´ë¹æ¿¡°Ô Á¦°øÇÏ´Â ¼º°ú, È°µ¿ ±âº»ÀûÀ¸·Î ¹«ÇüÀ̸ç, ¼ÒÀ¯±ÇÀÌ ¹ß»ýÇÏÁö ¾Ê´Â °Í ⁍ ¼ºñ½º »ê¾÷ • Á¤ºÎ ºÎºÐ(¹ý¿ø, °í¿ë ¼ºñ½º, º´¿ø) • ¹Î°£ ºÎºÐ(¹Ú¹°°ü, ÀÚ¼±±â°ü, ±³È¸, ´ëÇб³) • ºñÁî´Ï½º ºÎºÐ(Ç×°ø, ÀºÇà, È£ÅÚ, º¸Çè) ⁍ ¼ºñ½ºÀÇ Æ¯¼º ¹«Çü¼º(intangibility) ¸¸Áö°í, ¸Àº¸°í, µéÀ» ¼ö ¾øÀ½ ´Ù¾ç¼º(variability) ¼ºñ½º Ç°ÁúÀº Àå¼Ò, ½Ã°£, »ç¶÷¿¡ µû¶ó ´Þ¶óÁü ºñºÐ¸®¼º(inseparability) »ý»ê°ú ¼Òºñ°¡ µ¿½Ã¿¡ ¹ß»ý ¼Ò¸ê¼º(perishability) ¹Ì·¡ÀÇ ÆǸųª ¼Òºñ¸¦ À§ÇØ ÀúÀå ÇÒ ¼ö ¾øÀ½ ⁍ ¼ºñ½º ±â¾÷ÀÇ ¸¶ÄÉÆà Àü·« • ¸¶ÄÉÆà ¹Í½º(4P – Product, Price, Place and Promotion) • 3P People: Á÷¿øÀÇ ¼±¹ß, ÈÆ·Ã ¹× µ¿±âºÎ¿©´Â °í°´ ¸¸Á·¿¡ Å« ¿µÇâ Physical evidence: ¼ºñ½ºÀÇ Ç°ÁúÀº ¹°¸®Àû Áõ°Å·Î Ç¥Çö Process: ¼ºñ½º¸¦ Àü´ÞÇÏ´Â ÇÁ·Î¼¼½º • ¸¶ÄÉÆà »ï°¢Çü External marketing: ¼ÒºñÀÚ¿¡ ´ëÇØ ¼ºñ½ºÀÇ 4P È°µ¿ Internal marketing: ±â¾÷ ³»ºÎ¿¡¼ Á÷¿øÀÇ ÈÆ·Ã, µ¿±âºÎ¿© Interactive marketing: ¼ÒºñÀÚÀÇ ´ÏÁ ÃæÁ·ÇÏ´Â Á÷¿øÀÇ ´É·Â |
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