[필립 코틀러] 마케팅관리론 해설강의 11장

Chapter 11.

경쟁의역동성Competitive Dynamics

11장. 경쟁의역동성

시장구조(market structure)

1. Competitive Strategies for Market Leaders

2012년 4월한국라면시장

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9J6-twLbbHIlgM&tbnid=DXg_GnLqU_ASeM:&ved=0CAUQjRw&url=http://news.zum.com/articles/2552658&ei=nTAaUfSBEeSdiQL9hYCgAg&bvm=bv.42261806,d.cGE&psig=AFQjCNF--8PamPiDDDDUn4PO4GVgv8AH4Q&ust=1360757237816135

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9J6-twLbbHIlgM&tbnid=DXg_GnLqU_ASeM:&ved=0CAUQjRw&url=http://news.zum.com/articles/2552658&ei=nTAaUfSBEeSdiQL9hYCgAg&bvm=bv.42261806,d.cGE&psig=AFQjCNF--8PamPiDDDDUn4PO4GVgv8AH4Q&ust=1360757237816135


대표적인마켓리더(미국)


마이크로소프트 게토레이 베스트바이 맥도날드 블루크로스블루쉴드 비자.


[참고] 맥도날드


버거킹이맥도날드따라잡기에전력을다하고있지만, 아직은시장점유율이나규모면에서맥도날드에한참못미친다. 맥도날드는미국햄버거시장에서압도적인시장점유율을갖고있다. 투자은행모건스탠리의보고서를보면, 2011년기준맥도날드의미국햄버거시장점유율은 49.6%를기록했다. 2위인웬디스(12.3%)보다 4배이상높다. 버거킹의시장점유율은 12.2%로 3위를기록했다. (2013.11 조선경제)

맥도날드의미국패스트푸드시장점유율은 19%다. 미국패스트푸드시장규모는 1910억달러다. (2013.11 이투데이).


총시장수요확대

총시장이확대될때더많은이익을얻는기업은? 지배적기업(dominant firm)? / 추종자?

케찹이라면? 햄버거라면? 카레라면?.

1. Competitive Strategies for ML 1) Expanding Total Market Demand


◆ NEW CUSTOMERS

세가지전략

Market penetration strategy: 기존지역, 기존고객 New market segment strategy: 새로운고객 Geographical expansion strategy: 새로운지역

부산의 <좋은데이> 소주를서울에팔고자한다면? ____________ 롯데의 <처음처럼>이강력한판촉전을통해 <참이슬>의시장점유

율을빼앗고자한다면?____________ 하이트진로의 <참이슬>이고깃집이아닌치킨집을대상으로마케

팅을강화하고자한다면?_____________.



◆ NEW CUSTOMERS

스타벅스의사례

프라푸치노 고급아이스크림 Tazo tea.



◆ MORE USAGE

한번에쓰는소비량늘리기: 대형포장 소비의빈도늘리기

소비의빈도늘리기 추가적기회(Additional Opportunities to Use the Brand) 새로운방법(New Ways to Use the Brand).



Additional Opportunities to Use the Brand


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-vnzIjyMQk12GM&tbnid=AiNIXp3S09wFcM:&ved=0CAUQjRw&url=http://www.espring.com/technology/overview/true-innovation&ei=88jKUvrvOKugigfX2YHADA&bvm=bv.58187178,d.aGc&psig=AFQjCNHWe1DL-gH8YMe-ixqpkpW56tYkvw&ust=1389107789130408

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-vnzIjyMQk12GM&tbnid=AiNIXp3S09wFcM:&ved=0CAUQjRw&url=http://www.espring.com/technology/overview/true-innovation&ei=88jKUvrvOKugigfX2YHADA&bvm=bv.58187178,d.aGc&psig=AFQjCNHWe1DL-gH8YMe-ixqpkpW56tYkvw&ust=1389107789130408




http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Y_PXiGW3OWHprM&tbnid=gEFsCHj6YrL3AM:&ved=0CAUQjRw&url=http://www.dooyoo.co.uk/oral-care/oral-b-indicator/&ei=En8bUevmIKa-igLyvoCQBA&bvm=bv.42261806,d.cGE&psig=AFQjCNFiWt3vxp4-HL_Xdoe9yugwuoAC3Q&ust=1360842855463197

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Y_PXiGW3OWHprM&tbnid=gEFsCHj6YrL3AM:&ved=0CAUQjRw&url=http://www.dooyoo.co.uk/oral-care/oral-b-indicator/&ei=En8bUevmIKa-igLyvoCQBA&bvm=bv.42261806,d.cGE&psig=AFQjCNFiWt3vxp4-HL_Xdoe9yugwuoAC3Q&ust=1360842855463197
















7월14일실버데이 8월14일그린데이, 뮤직데이 9월9일구구데이(닭고기) 9월14일포토데이 10월14일와인데이, 레드데이 11월1일한우데이 11월11일빼빼로데이 11월14일무비데이, 오렌지데이 12월14일머니데이, 허그데이 매월31일 31데이(배스킨라빈스) 매월6일핫식스데이.

1월14일다이어리데이 2월5일이온데이 2월14일발렌타인데이 2월22일커플데이 2월26일두유데이 3월3일삼겹살데이 3월14일화이트데이 4월14일블랙데이 5월1일 501데이(리바이스) 5월2일오리데이 5월9일오징어구이데이 5월14일로즈데이, 옐로우데이 6월2일유기농데이 6월4일육포데이 6월14일키스데이


New Ways to Use the Brand

Arm & Hammer baking soda as a refrigerator deodorant

치약 겨드랑이냄새제거제

(antiperspirants) 세탁세제등으로분화.


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8f5WIBd8Pe6MTM&tbnid=iKTeS5XvcVOzUM:&ved=0CAUQjRw&url=http://www.mnn.com/your-home/at-home/blogs/back-to-basics-arm-hammer-baking-soda&ei=ZkQaUfvSK6fDigK0iYGICQ&bvm=bv.42261806,d.cGE&psig=AFQjCNFTjah-IJRINl9vL9j1OxU0vPlYJw&ust=1360762282623644

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8f5WIBd8Pe6MTM&tbnid=iKTeS5XvcVOzUM:&ved=0CAUQjRw&url=http://www.mnn.com/your-home/at-home/blogs/back-to-basics-arm-hammer-baking-soda&ei=ZkQaUfvSK6fDigK0iYGICQ&bvm=bv.42261806,d.cGE&psig=AFQjCNFTjah-IJRINl9vL9j1OxU0vPlYJw&ust=1360762282623644


New Ways to Use the Brand



시장점유율방어하기

선도자는시장규모는계속확대하면서, 경쟁자로부터시장점유율지켜야함.

가장적극적인대응은? _________________ 계속적인혁신(continuous innovation)

두가지방법

2) Protecting Market Share1. Competitive Strategies for Market Leaders

방어적마케팅(defensive marketing)

프로액티브마케팅(proactive marketing)


◆ PROACTIVE MARKETING

고객니즈를만족시키기위해다음세가지를구별해야함

responsive marketing 반응적인마케팅: 고객의언급된니즈를충족시켜줌

anticipative marketing 예측적인마케팅: 멀지않은미래에고객이가질니즈를바라봄

creative marketing 창의적인마케팅: 고객이요구하지않았지만열정적으로반응할솔루션을발견

[토론] responsive marketing이언급된니즈(stated needs)만충족시키는데도프로액티브하다고할수있을까? Response도사전에 sensing 활동이필요하다는차원에서

볼때프로액티브하다고할수있지않을까?.




반응적예견(responsive anticipation) 창조적예견(creative anticipation).




반응적예견(responsive anticipation)

제조업을고수하는것보다서비스업으로이행하는것이유리한환경임을인식

PC사업매각(Lenovo), 컨설팅사업(PwC) 인수등.


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=yrnuABVTETYh3M&tbnid=7jRDEqMOkFaffM:&ved=0CAUQjRw&url=http://www.africabusinesssource.com/tag/ibm-corporate-service-corps/&ei=1s7KUuTpH8mViQenv4HwDA&bvm=bv.58187178,d.aGc&psig=AFQjCNF7hVHfuhG0FaVbw4fVPx2bYAYozw&ust=1389109308066812

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창조적예견(creative anticipation)

펩시의 H2OH!(청량음료와생수의중간쯤).


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=eZov7zYuLP1NpM&tbnid=BW7EZ1OQHSeOvM:&ved=0CAUQjRw&url=http://www.ambev.com.br/pt-br/imprensa/noticias/2011/04/26/h2oh!-inova-com-lancamento-de-h2oh!-frutas&ei=PNDKUvSSCeW4iQee_IDIDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFyhwYZ9gRu_W1qiMv0Z_rc5ULOCA&ust=1389109373099768

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=eZov7zYuLP1NpM&tbnid=BW7EZ1OQHSeOvM:&ved=0CAUQjRw&url=http://www.ambev.com.br/pt-br/imprensa/noticias/2011/04/26/h2oh!-inova-com-lancamento-de-h2oh!-frutas&ei=PNDKUvSSCeW4iQee_IDIDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFyhwYZ9gRu_W1qiMv0Z_rc5ULOCA&ust=1389109373099768




http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-hEQpXuHOyurGM&tbnid=vy2IZ_CsIqvkTM:&ved=0CAUQjRw&url=http://www.theguardian.com/music/2010/oct/27/rip-walkman-playlist&ei=5c3KUqWZOsSziQfEzoHQDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFCrMf5aykNP1_9i9D3uYZa4PpFDg&ust=1389109033723835

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-hEQpXuHOyurGM&tbnid=vy2IZ_CsIqvkTM:&ved=0CAUQjRw&url=http://www.theguardian.com/music/2010/oct/27/rip-walkman-playlist&ei=5c3KUqWZOsSziQfEzoHQDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFCrMf5aykNP1_9i9D3uYZa4PpFDg&ust=1389109033723835




[토론] 반응적예견과창조적예견의사례

반응적예견(responsive anticipation) 창조적예견(creative anticipation).




불확실성관리(uncertainty management)가중요함

프로액티브한기업의특징 Are ready to take risks and make mistakes: 위험을감수

하고실수를할준비 Have a vision of the future and of investing in it: 미래

에대한비전을갖고거기에투자 Have the capabilities to innovate: 혁신할수있는능력 Are flexible and nonbureaucratic: 유연하고비관료적 Have many managers who think proactively: 프로액티

브하게생각하는다수의관리자.


◆ DEFENSIVE MARKETING

방어적마케팅




Position Defense(지역방어)

세탁세제 Tide 충치예방치약 Crest 뽀송뽀송기저귀 Pampers

간장약우루사 매운라면신라면 피로회복제박카스.




Flank Defense(플랭크방어)




Flank Defense(플랭크방어)




Preemptive Defense. (선제적방어)

게릴라식동시다발공격 대자본을투자해서공격의지를무력화 미리 (허위)개발정보흘리기도.




Counteroffensive Defense (되받아치기방어)


Source: http://images.bidnessetc.com/img/923e325e16617477e457f6a468a2d6df-fedex-vs-ups.jpg




Counteroffensive Defense (되받아치기방어)



Mobile Defense(이동방어)

싸움터를이동하여전투

Market diversification 필립모리스의크래프트인수 BP사의시장확대(석유기업이아닌에너지기업) 두산: 소비재기업에서중공업기업으로변신.




[참고] 두산

코닥필름 오비맥주 버거킹 KFC 코카콜라 마주앙 3M

두산중공업 두산인프라코어 두산건설 두산엔진 두산DST 두산산업차량.




Mobile Defense(이동방어)


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vnEA65zqQCNjUM&tbnid=EcP88L_ivXzurM:&ved=0CAUQjRw&url=http://kpacota.com/boycot_morris.htm&ei=VF4cUaqUJO3KiAL5uoGoBA&bvm=bv.42452523,d.cGE&psig=AFQjCNF0yaAphsiCrIaEy_D6CGQkCDmMww&ust=1360899999367352

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vnEA65zqQCNjUM&tbnid=EcP88L_ivXzurM:&ved=0CAUQjRw&url=http://kpacota.com/boycot_morris.htm&ei=VF4cUaqUJO3KiAL5uoGoBA&bvm=bv.42452523,d.cGE&psig=AFQjCNF0yaAphsiCrIaEy_D6CGQkCDmMww&ust=1360899999367352

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HvIvJ9QezGUorM&tbnid=IwCa3xxEwrdmLM:&ved=0CAUQjRw&url=http://news.bbc.co.uk/2/hi/business/1443087.stm&ei=714cUZlu7tqKAt7NgPgD&bvm=bv.42452523,d.cGE&psig=AFQjCNGICp-al0vJiOM8In17dzMqIJjoHQ&ust=1360900175816146

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HvIvJ9QezGUorM&tbnid=IwCa3xxEwrdmLM:&ved=0CAUQjRw&url=http://news.bbc.co.uk/2/hi/business/1443087.stm&ei=714cUZlu7tqKAt7NgPgD&bvm=bv.42452523,d.cGE&psig=AFQjCNGICp-al0vJiOM8In17dzMqIJjoHQ&ust=1360900175816146



Contraction Defense(축소방어) 전략적후퇴

[참고] 경쟁과무관하게철수하는경우

전략적으로큰도움되지않으면서전체효율을떨어뜨리는사업

부정적인여론, 규제로인한비효율, 고비용

LG전자의밥솥사업철수 SK의입시교육철수 신라면블랙의일시적철수 CJ푸드시스템, 에버랜드학교급식사업철수.



시장점유율늘리기

일반적으로시장점유율의증가는수익을높이지만, 이미시장점유율이높은기업의경우, 시장점유율의추가적인확보로인한수익보다비용이높은경우도있음.

마켓리더는시장점유율을더높이기전에다음사항을체크해야

1) The possibility of provoking antitrust action2) Economic cost3) The danger of pursuing the wrong marketing

activities4) The effect of increased market share on actual and

perceived quality.

3) Increasing Market Share1. Competitive Strategies for Market Leaders


Increasing Market Share

The possibility of provoking antitrust action (반독점조치의가능성)

독점 = 고수익성립하지않음

[사례] SKT(011)과신세기통신합병조건으로합병법인의시장점유율을 50% 이하로낮출것.





http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TMKGDR3xtSVjGM&tbnid=66gtpYYqOEB5ZM:&ved=0CAUQjRw&url=http://andysworld.tistory.com/category/Economic issues?page=3&ei=st_KUub9FomziAeju4HwDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFGSOshAm7pRw3Bs3GFNlJjjrNO-g&ust=1389113619440779

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TMKGDR3xtSVjGM&tbnid=66gtpYYqOEB5ZM:&ved=0CAUQjRw&url=http://andysworld.tistory.com/category/Economic issues?page=3&ei=st_KUub9FomziAeju4HwDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFGSOshAm7pRw3Bs3GFNlJjjrNO-g&ust=1389113619440779




http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ueGI_DXziAWN6M&tbnid=0-56dMUCyd-kRM:&ved=0CAUQjRw&url=http://mbnmoney.mbn.co.kr/news/print_view?news_no=MM1000866878&ei=2uDKUqvcJK-jiAfO84DwDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFpeC21xNo_RaEHKTa5escObIg9pw&ust=1389113855550833

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ueGI_DXziAWN6M&tbnid=0-56dMUCyd-kRM:&ved=0CAUQjRw&url=http://mbnmoney.mbn.co.kr/news/print_view?news_no=MM1000866878&ei=2uDKUqvcJK-jiAfO84DwDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFpeC21xNo_RaEHKTa5escObIg9pw&ust=1389113855550833



Economic cost(경제적비용)

시장리더가시장점유율확대하는건조심해야 최적시장점유율은 50%. 그이상을추구하면비용이더들수

있음 몸집을더키우기위해무리하게기업을인수해서부실해지기

도.




The danger of pursuing the wrong marketing activities (잘못된마케팅활동추구의위험성)

높은점유율하에서는기존의정상적인마케팅활동이잘통하지않아, 적절하지않은마케팅활동을동원해야할상황이생길수도있음

군소업체의시장점유율상실은 ‘생존의문제’일수있어, 자칫거친싸움판이생길가능성.




The effect of increased market share on actual and perceived quality

(실제및지각적인품질에대해증가된시장점유율효과가가해질수있음)

갑자기시장이커져서기업이감당하지못할수있음.



크게두가지의전략

2. Other Competitive Strategies

시장추종자전략

시장도전자전략


◆ DEFINING THE STRATEGIC OBJECTIVE AND OPPONENT(S)전략목표와경쟁자정의

시장리더공격(It can attack the market leader) CJ오쇼핑 GS홈쇼핑 영단기어학원해커스어학원 크라운맥주하이트오비맥주(1993)

유사한규모의기업공격(It can attack firms its own size that are not doing the job and are underfinanced)

소규모로컬기업공격(It can attack small local and regional firms).

1) Market-Challenger Strategies 2. Other Competitive Strategies


◆ CHOOSING A GENERAL ATTACK STRATEGY

일반적인공격전략 정면공격 플랭크공격 포위공격 우회공격 게릴라공격.


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4kF64ktbqa57VM&tbnid=st2-3FJdX-oAtM:&ved=0CAUQjRw&url=http://7buz.wordpress.com/2009/12/01/mmssummary-on-111709/&ei=s-3KUqCMBqSUiQfw9YGYDQ&bvm=bv.58187178,d.aGc&psig=AFQjCNG6V8LMgUoys3z3F3oqkmAuYglMew&ust=1389117218970488

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4kF64ktbqa57VM&tbnid=st2-3FJdX-oAtM:&ved=0CAUQjRw&url=http://7buz.wordpress.com/2009/12/01/mmssummary-on-111709/&ei=s-3KUqCMBqSUiQfw9YGYDQ&bvm=bv.58187178,d.aGc&psig=AFQjCNG6V8LMgUoys3z3F3oqkmAuYglMew&ust=1389117218970488



Frontal Attack.




Flank Attack 갭을발견하고그것을채우는활동을통한공격(상대의약점

을찌르는전략) 재원이적은도전기업에게유리.


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-sHK9EVhAv12qM&tbnid=fYUci5BuoGRQBM:&ved=0CAUQjRw&url=http://www.ddaily.co.kr/news/news_view.php?uid=89431&ei=4PHKUpT-BsK3iQf_gIGQDQ&bvm=bv.58187178,d.aGc&psig=AFQjCNH3kbbOsy05PCFpV_482OQZLLhMog&ust=1389118265773503

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-sHK9EVhAv12qM&tbnid=fYUci5BuoGRQBM:&ved=0CAUQjRw&url=http://www.ddaily.co.kr/news/news_view.php?uid=89431&ei=4PHKUpT-BsK3iQf_gIGQDQ&bvm=bv.58187178,d.aGc&psig=AFQjCNH3kbbOsy05PCFpV_482OQZLLhMog&ust=1389118265773503



Encirclement Attack

공격자가방어자보다재원이우월할때 적진지의전체면을장악함 모든소비자전자기기(consumer devices) 소프트웨어개발

자들에게 Java 프로그래밍언어사용권한을부여함.




Bypass Attack

경쟁사를우회해좀더쉬운시장을공격 비관련제품으로의다각화 기존제품에대한지리적확장 기존제품을대체하는새로운기술도약.




Bypass Attack

코카콜라 Dasani 출시전에 펩시가먼저 Aquafina 출시(1997).


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cn-TCfCqhpyWQM&tbnid=UdWBxIIWjSHeJM:&ved=0CAUQjRw&url=http://www.sodahead.com/living/dasani-or-aquafina/question-1154907/&ei=CvfKUv_ML6-0iQea3IDIDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFwJU9re75_CdNGT8OGlGwwwK3GAA&ust=1389119566395357

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cn-TCfCqhpyWQM&tbnid=UdWBxIIWjSHeJM:&ved=0CAUQjRw&url=http://www.sodahead.com/living/dasani-or-aquafina/question-1154907/&ei=CvfKUv_ML6-0iQea3IDIDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFwJU9re75_CdNGT8OGlGwwwK3GAA&ust=1389119566395357



Bypass Attack 코카콜라의 Minute Maid 시장점유율의 2배인트로피카나

인수(1998).




Bypass Attack 게토레이를소유한퀘이커오츠사를 140억달러에인수

(2000).


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ha6-gi8SqmS_WM&tbnid=X0Fg2arns08nMM:&ved=0CAUQjRw&url=http://www.med-health.net/Gatorade-Side-Effects.html&ei=CPnKUp6kBeTRiAeKsIHoDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFCmmQpZMQWDhUbFNee9XOfzZ-zKQ&ust=1389120058967526

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ha6-gi8SqmS_WM&tbnid=X0Fg2arns08nMM:&ved=0CAUQjRw&url=http://www.med-health.net/Gatorade-Side-Effects.html&ei=CPnKUp6kBeTRiAeKsIHoDA&bvm=bv.58187178,d.aGc&psig=AFQjCNFCmmQpZMQWDhUbFNee9XOfzZ-zKQ&ust=1389120058967526



Bypass Attack

구글은야후에포털이아닌검색으로경쟁하여승리.


http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=A110RJCZMdnXWM&tbnid=GzfRtTGx5bMfgM:&ved=0CAUQjRw&url=http://www.curata.com/blog/how-googles-wavii-yahoos-summly-acquisitions-could-hurt-marketers/&ei=VALLUuKqJKWQiAfohIC4DA&bvm=bv.58187178,d.aGc&psig=AFQjCNFNA9Gq3H5_xJBov7KegXjzdrcC-A&ust=1389122494844358

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=A110RJCZMdnXWM&tbnid=GzfRtTGx5bMfgM:&ved=0CAUQjRw&url=http://www.curata.com/blog/how-googles-wavii-yahoos-summly-acquisitions-could-hurt-marketers/&ei=VALLUuKqJKWQiAfohIC4DA&bvm=bv.58187178,d.aGc&psig=AFQjCNFNA9Gq3H5_xJBov7KegXjzdrcC-A&ust=1389122494844358



Guerrilla Attacks

경쟁사의영토를조금씩간헐적으로공격 선택적가격인하, 집중적인촉진활동등

게릴라전이길어지면정규전보다비용이더들수도있음.



시장팔로어전략

Counterfeiter: 짝퉁제조 Cloner: 유사품제조 Imitator: 모방품제조(일부는다르게) Adapter: 적응품제조(좀더개선되기도).

2) Market-Follower Strategies2. Other Competitive Strategies


틈새전략

소규모시장에서의투자수익률은큰시장에서의투자수익률보다높다. 틈새시장의장점

틈새시장추구기업(니처)는왜매스마케팅회사보다유리할까? 타겟을잘안다 따라서타겟고객의욕구를더잘충족 따라서 margin이높음

하지만단하나의틈새시장만추구하는것은위험 multiple niching이필요.

3) Market-Nicher Strategies 2. Other Competitive Strategies


제품수명주기

제품수명주기가있다고말하는것은다음 4가지사항을주장하는것

제품의수명은유한함

제품판매량은각단계를거치게되는데, 각단계는판매업자에게도전, 기회, 및문제를부과함

제품의이익은제품수명주기의각단계에따라증가하거나감소함

제품은각각의수명주기단계에따라마케팅, 재무, 제조, 구매, 및인적자원전략이필요함.

3. Product Life-Cycle Marketing Strategies


Product Life Cycles

Introduction Growth Maturity Decline.

1) Product Life Cycles3. PLC Marketing Strategies


Product Life Cycles

1) Product Life Cycles3. PLC Marketing Strategies


스타일, 패션, 패드

2) Style, Fashion, and Fad Life Cycles3. PLC Marketing Strategies

Product Life Cycles


도입기

제품이시작에출시됨 판매는서서히성장 이익은? (낮음 / 높음) 그이유는? __________.

3) Introduction and the Pioneer Advantage3. PLC Marketing Strategies


성장기

시장에서도입이매우빠르게일어남 이익은? 증가하기시작함.

4) Growth Stage3. PLC Marketing Strategies


성숙기

시장성장률이증가세? 둔화세? 이익은? 낮아짐 그이유는? ________.

5) Maturity Stage3. PLC Marketing Strategies


◆ PRODUCT MODIFICATION(제품수정)

품질(quality), 특징(feature), 스타일(style)을개선

5) Maturity Stage3. PLC Marketing Strategies

◆ MARKETING PROGRAM MODIFICATION(마케팅프로그램수정)

◆ MARKET MODIFICATION(시장수정)

비제품적요소개선(유통, 가격, 커뮤니케이션).

시장을활성화하는조치 더많은사람이더많이(자주) 사도록


매출이서서히감소 이익도감소.

6) Decline Stage 3. PLC Marketing Strategies

쇠퇴기


3. PLC Marketing Strategies

PLC 정리


PLC에관련한몇가지연구결과

처음 1년간약 45%까지매출증대후, 1년에 15%까지매출이하락함

매출하락은평균적으로 34% 쯤침투되었을때발생함 성장기는 8년조금넘게이어지고시간이지남에따라줄어들

지않는다. 도약기(take-off = growth)에매출이크게증가한제품범주

들은쇠퇴기(slow-down = decline)에판매가더많이감소하는경향이있다.

7) Evidence for the PLC Concept3. PLC Marketing Strategies

PLC 개념의증거


PLC theory has its share of critics, who claim life-cycle patterns are too variable in shape and duration to be generalized, and that marketers can seldom tell what stage their product is in.

일반화하기에는모양과지속성면에서너무다를수있다. 마케터들은지금이어떤기인지대부분모른다.

8) Critique of the PLC Concept3. PLC Marketing Strategies

PLC개념의비판


A product may appear mature when it has actually reached a plateau(상층부) prior to another upsurge.

다음단계에또한번성장을할수도있는데도첫번째의피크에서성숙기인줄안다.


PLC개념의비판


Critics also charge that, rather than an inevitable(필연적인) course, the PLC pattern is the selffulfilling result of marketing strategies, and that skillful marketing can in fact lead to continued growth.

PLC 패턴은필연적인코스라기보다는마케팅전략을통해스스로만들어나가는것이고, 뛰어난마케터는사실상지속적인성장을이어나갈수도있음.


PLC개념의비판


PLC는시장적인관점이라기보다는제품적인관점이다.

제품과마찬가지로시장도 4단계의발전단계를갖는다.(Like products, markets evolve through four stages: emergence, growth, maturity, and decline).

9) Market Evolution3. PLC Marketing Strategies

시장의진화


4. Marketing in an Economic Downturn

경기침체기의마케팅(정리)

Explore the Upside of Increasing Investment 투자를더해서더큰이익을누려라

Get Closer to Customers 고객에게더다가서라

Review Budget Allocations 예산배분을재검토하라

Put Forth(제안하라) the Most Compelling Value Proposition (가격낮추려고만하지말고) 더설득적인가치제안을해보라

Fine-tune Brand and Product Offerings 브랜드와제품제안을미세조절해보라.


4. Marketing in an Economic Downturn

투자를더해서더큰이익을누려라

1) Explore the Upside..

침체기에더욱투자하라 남들이꺼리는마케팅투자이기때문에더욱의미가큼

General Mills 2009년한해의마케팅비용을 (서브프라임사태로인한극심한불황에도)전년대비 16% 증대시킴매출과영업이익급증.


요즘같은불경기때소비자들은그들의많은것을변화시킨다 소비자에대한과거의이해로는좋은전략이나올수없음.

2) Get Closer to Customers4. Marketing in an Economic Downturn

고객에게더다가서라


불경기는지금까지한번도의심하지않고지출해왔던신성시되는부분에대해재검토할수있는좋은기회이다

그리고지금까지무시되어오던새로운방법을시도할수있는기회가되기도한다.

3) Review Budget Allocations4. Marketing in an Economic Downturn

예산배분을재검토하라


가격을내리는것이능사가아니다

혜택을제대로알리는기회로삼아라 성능이좋은고가품의경우, 실제로성능이좋기때문에고객의총

비용은더낮아질수있음을알릴수도있음.

4) Put Forth the Most Compelling VP4. Marketing in an Economic Downturn

(가격낮추려고만하지말고) 더설득적인가치제안을해보라


제품포트폴리오와브랜드아키텍쳐를변경하기도

5) Fine-tune Brand ..4. Marketing in an Economic Downturn

브랜드와제품제안을미세조절해보라