The purpose of this study is to research the practical ways to prompt societal marketing. The existent value of societal marketing can be promoted when it is adopted in business activites. This study based on this viewpoint focuses on the practical methods of societal marketing. To practice effectiv...
The purpose of this study is to research the practical ways to prompt societal marketing. The existent value of societal marketing can be promoted when it is adopted in business activites. This study based on this viewpoint focuses on the practical methods of societal marketing. To practice effectively societal marketing, first of all, several prior conditions for practice must be met. That is, the subjects for this study are as follows, such as marketing, consumer who is most correlated with marketing, government which regulate and promote business marketing activities, and major related institions present preconditions for practicing of societal marketing in organic interrelations. The justification of the pursuit of societal marketing in korea is comparable in the dimension of social change, social demands on business activity and business sequential development. On the basis of it, chapter 2, is about rising background of societal marketing. The contents are consisted of developmental process of the contemporary theory of marketing, exchanging to societal marketing concept, rising of societal marketing, nature and characteristics of societal marketing, and nature and basic theories in ecological marketing. And chapter 3 in this study, analyzed consumerism, quality of life, environment conservation, requlation by law in korea as a background factors of societal marketing. On these bases, as methods for promoting guidelines toward societal marketing, the study of chapter 4 presents 1) development of human oriented marketing, 2) to pactice marketing ethics, 3) practice method by feed-forward system, introducing societal marketing concept to 4Ps(product, price, place, promotion) as a socio-ecological marketing strategy and 4) prompting directions for societal marketing in korea company. As a conclusion, chapter 5, above guidelines are not to be practised separately but to be practised intergrately under organic interrelations. When these are practised intergrately, the effectiveness of each guidelines can be increased. Therefore, korean companies have to expand domain of marketing decision into social and human oriented dimension, practice marketing ethics, adopt feed-forward system into social dimension, introduce societal marketing concept to 4Ps, perform self-aduit, and overcome social myopia of executives. If so, societal marketing will be a better effectively practical way for marketing strategies.
The purpose of this study is to research the practical ways to prompt societal marketing. The existent value of societal marketing can be promoted when it is adopted in business activites. This study based on this viewpoint focuses on the practical methods of societal marketing. To practice effectively societal marketing, first of all, several prior conditions for practice must be met. That is, the subjects for this study are as follows, such as marketing, consumer who is most correlated with marketing, government which regulate and promote business marketing activities, and major related institions present preconditions for practicing of societal marketing in organic interrelations. The justification of the pursuit of societal marketing in korea is comparable in the dimension of social change, social demands on business activity and business sequential development. On the basis of it, chapter 2, is about rising background of societal marketing. The contents are consisted of developmental process of the contemporary theory of marketing, exchanging to societal marketing concept, rising of societal marketing, nature and characteristics of societal marketing, and nature and basic theories in ecological marketing. And chapter 3 in this study, analyzed consumerism, quality of life, environment conservation, requlation by law in korea as a background factors of societal marketing. On these bases, as methods for promoting guidelines toward societal marketing, the study of chapter 4 presents 1) development of human oriented marketing, 2) to pactice marketing ethics, 3) practice method by feed-forward system, introducing societal marketing concept to 4Ps(product, price, place, promotion) as a socio-ecological marketing strategy and 4) prompting directions for societal marketing in korea company. As a conclusion, chapter 5, above guidelines are not to be practised separately but to be practised intergrately under organic interrelations. When these are practised intergrately, the effectiveness of each guidelines can be increased. Therefore, korean companies have to expand domain of marketing decision into social and human oriented dimension, practice marketing ethics, adopt feed-forward system into social dimension, introduce societal marketing concept to 4Ps, perform self-aduit, and overcome social myopia of executives. If so, societal marketing will be a better effectively practical way for marketing strategies.
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