Marketing consists of the performance of business activities

▣ 마케팅의 정의 ◈ 협의의 마케팅 “Marketing consists of the performance of business activities that direct the flow of goods and services from producer to consumer or user ” (AMA Definition) - seller oriented definition 사회적환경 경제적환경 Product 정치적환경 문화적환경 Price ? Promotion - controllable variables Place 법적, 제도적환경 : 4 P mix - uncontrollable variables: 문화, 경제, 사회, 정치, 기술적 환경 경희대학교 보건의료산업연구원 권영대

▣ 마케팅의 정의 ◈ 광의의 마케팅 “Marketing is a human activity directed at satisfying needs and wants through exchange process. ” (Kotler’s Definition) - consumer(customer) orientation - QM, CS management 4 P Product 4 C Customer Needs Price Cost Place Convenience Promotion Communication 경희대학교 보건의료산업연구원 권영대

▣ 마케팅 접근방법의 변천 ◈ Production Concept "Consumers favor those products that are widely available and low in cost. " ◈ Product Concept "Consumers favor those products that offer the most quality, performance or innovative features. " ◈ Selling Concept "Consumers do not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort. " ◈ Marketing Concept "Consumers buy those products that satisfy their needs and wants in the most efficient and effective way. “ ◈ Social Marketing Concept "Consumers favor those products and companies that satisfy their needs and wants in a way to maximize their social well-fare. " 경희대학교 보건의료산업연구원 권영대

▣ 마케팅 관리과정 ◈ 1단계: Analyzing marketing problems and opportunities 수요예측 시장분석 소비자 조사 ◈ 2단계: Segmentation-Targeting-Positioning analysis Segmentation Targeting Positioning ◈ 3단계: Establishing of marketing 4 P strategy Product Price Place Promotion ◈ 4단계: Implementation, Monitoring, Control 경희대학교 보건의료산업연구원 권영대

▣ OO병원의 마케팅 전략 평가 ◈ 서비스 전달 과정의 quality vs. 최종 산물의 quality (functional quality) (technical quality) Technical (+) quality (-) (+) Functional quality (-) 경희대학교 보건의료산업연구원 권영대