마아케팅 活動分析을 위한 새로운 接近 = A study on the Strategic Marketing
저자
金明洙 (順天大學 經營學科)
발행기관
학술지명
論文集 人文社會科學篇(SUNCHON NATIONAL UNIVERSITY BULLETIN Humanities & Social Sciences)
권호사항
발행연도
1990
작성언어
Korean
KDC
040.000
자료형태
학술저널
수록면
17-61(45쪽)
제공처
Form 1950s, marketing concept, as a management philosophy, has contributed to from the field of marketing to the development of firms. But marketing concept doesn't provide activity for real implementationand is pointed out that ideal policy by marketing concept has a lot of limit to have substantial value.
After 1980s, with the deepening of competitive situation every firm attaches importance to marketing and comes to emphasize total marketing activity for the effective competition. To meet the changes of These market circumstances and to overcome the limitations of marketing comcept the academic and business circles come to have much interest in marketing implementation.
The raise of marketing ability should be combined with two elements effectively, the adequate marketing strategy and the excellent marketing implementation as strategical marketing which appears as anew marketing emphasize its implementation ability.
Accordingly, this study tries to devote actually and to represent useful theory by considering marking strategy and implementation together.
For this, frame of analysis for strategical marketing activity is derived, after theoritical system and essence are studied.
Marketing activity in manufacturing enterprice is examined closely in relation with marketing policy and company departments and the direction of effective marketing activities especially in total marketing activities is represented. The summary is as follows.
Existing strategy of management had got criticism that it could establish strategy against the changes of circumstance but couldn't changes and had reflective character centering on the analysis of results.
As stratege of management is carried out in strategic management, the marketing paradime is moved toward strategic marketing.
During the high level of growth period centered on marketing concept, the enterprise didn't have to apply all of itself to the market circumstance and could develop and grow only by marketing activities centered on target market and appropriate individual production because there was much opening space of demand.
But under the marketing circumstace of low growth, discontinuity and uncertainty, competitor market including potential market was paid much attention and with the intensification of Competition all firms attracted importance to marketing and all company marketing activities.
Marketing concept emphasize customer-aiming too much to pay attention to competition though the central function of marketing changes from the selection of goods and market centered on customers to persistent competitive predominence centered on competition. Now, marketing concept can't only accept the changes of function of marketing but consider important constituent factors between realities and the field of study.
Finally, on the basis of above criticism about marketing concept marketing appeared and marketing control and every function of management were applied to marketing circumstances. So strategic marketing can be said to be the pergormance of all company marketing activities to meet the situations of companies inside and outside and to secure continual competitive predominence of marketing.
Strategic marketing includes three fields of social marketing which attaches social value centering on managerial marketing strategy and competitive marketing strategy to meet competition.
As strategic marketing emphasizing total marketing is focused on the way of performing it, this study represents frames of analysis for effective strategic marketing activities.
First. To represent future direction by analyzing opportunities and threatenings from market circumstance and to find limitations and possibilities by analyzing weakpoints and strong points from management resources.
Second. To derive marketing objectives.
Third. To develop marketing strategies.
Forth. To develope marketing mix ; concret course of action about strategy
Fifth. As a stage of performence, marketing policy and sectional activities are combined.
Sixth As a stage of monitoring and evaluating the results of performance, fiteness of marketing strategy and excellence of performance are evaluated.
137. Newman W. H. & J. P. Logan, Strategy, Policy and Central Management, South-Western Publishing Co.(1971)
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