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서비스연구 = Journal of service research and studies, v.7 no.4, 2017년, pp.15 - 38
박진호 (국민대학교 경영대학) , 이수동 (국민대학교 경영대학)
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The purpose of this study is to look into the consumers who show the consumption patterns of brand switching and repeated purchasing, find the decision factors of their brand switching and repeated purchasing, analyze the difference in marketing response variables being represented as corporate prom...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 현대의 소비자들이 기업의 판촉행사 따라 빈번히 거래처를 옮기는 구매형태를 갖게된 계기는? | 현대의 소비자들은 다양한 제품을 접하는 동시에 다양한 구매환경 속에서 끊임없는 상표선택의 기회를 가지며 반복구매와 상표전환을 반복하며 생활하고 있다. | |
| 정통적으로 기업 마케팅활동의 최우선적인 목표는? | 글로벌화가 가속화 되면서 사회와 경제 그리고 기술 환경이 다변화되고 소비자들의 사고와 행동범위도 넓어지는 동시에 점차 다양해지고 있으며 소비 욕구나 소비행동도 점차 세분화되고 제품의 기능적 특징과 편익만으로는 소비자를 만족시키기가 어려워지고 있다(남현임 2005). 기업의 마케팅 활동은 전통적으로 4P를 활용한 고객 획득 전략에 그 초점이 맞추어져 왔으며 신규고객을 가장 많이 획득하는 것이 기업 마케팅활동의 최우선적인 목표가 되었다. 그러나 점차 시장 상황이 수요의 포화 상태에 이르게 되면서 신규 고객의 획득에서 기존 고객의 유지와 관리로 마케팅 활동의 중심이 옮겨가고 있다. | |
| 기업의 마케팅 활동은 전통적으로 어디에 초점을 맞추어 왔는가? | 글로벌화가 가속화 되면서 사회와 경제 그리고 기술 환경이 다변화되고 소비자들의 사고와 행동범위도 넓어지는 동시에 점차 다양해지고 있으며 소비 욕구나 소비행동도 점차 세분화되고 제품의 기능적 특징과 편익만으로는 소비자를 만족시키기가 어려워지고 있다(남현임 2005). 기업의 마케팅 활동은 전통적으로 4P를 활용한 고객 획득 전략에 그 초점이 맞추어져 왔으며 신규고객을 가장 많이 획득하는 것이 기업 마케팅활동의 최우선적인 목표가 되었다. 그러나 점차 시장 상황이 수요의 포화 상태에 이르게 되면서 신규 고객의 획득에서 기존 고객의 유지와 관리로 마케팅 활동의 중심이 옮겨가고 있다. |
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