ÀÛ¼ºÀÏ : 19-03-31 15:17
[N.Learning] ¸¶ÄÉÆà ±¸·çÀÇ È¸½É
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¸¶ÄÉÆà ±¸·çÀÇ È¸½É
¸ñÀû°æ¿µ(Management by Purpose)

ÃÖ±Ù¿¡ Çö´ë ¸¶ÄÉÆÃÀÇ ¾Æ¹öÁö·Î ºÒ¸®´Â Northwestern Kellog SchoolÀÇ Philp Kotler ±³¼ö°¡ ÀÚ½ÅÀÌ Áö±Ý±îÁö »ç¿ëÇÏ´ø Marketing Mix¸¦ 4P(product, price, place, promotion)¿¡¼­ 5P·Î ¼öÁ¤ÇßÀ½À» ¹àÇû´Ù. °á±¹ ÇϳªÀÇ P¸¦ Ãß°¡Çؼ­ 5P·Î ¼öÁ¤ÇÏ°Ú´Ù´Â °ÍÀÌ´Ù. ¿©·¯ºÐÀÌ ÁüÀÛÇÏ°í ÀÖµíÀÌ ¸¶Áö¸· P´Â ¸ñÀû(purpose)ÀÌ´Ù.

´ÙÀ½Àº Kotler°¡ ÃÖ±ÙÀÇ °­¿¬¿¡¼­ ¸¶ÄÉÆÿ¡¼­ ¸¶Áö¸· PÀÇ Çʿ伺¿¡ ´ëÇØ Á÷Á¢ ¾ð±ÞÇÑ ¸»ÀÌ´Ù.

Áö±Ý±îÁö´Â »ç¿ëÇÏ´ø 4P¿¡ ´Ù¸¥ P¸¦ ºÎ°¡Çؼ­ È®ÀåÇß½À´Ï´Ù. ¿©·¯ºÐÀÌ ¾Æ½Ã´Ù½ÃÇÇ 4P¶õ ¸¶ÄÉÅ͵éÀÌ ¸¶ÄÉÆà °èȹÀ» ¸¸µé ¶§ »ç¿ëÇÏ´Â ÇÁ·¡ÀÓÀÔ´Ï´Ù. 4P´Â Product, Price, Place, Promotion¸¦ ¸»ÇÕ´Ï´Ù. ³»°¡ ¸¶Áö¸·À¸·Î Ãß°¡ÇÑ P´Â Purpose(¸ñÀû)À̶ó´Â PÀÔ´Ï´Ù

I¡¯ve added to the 4P's a new P. You know the 4P¡¯s is what marketers put together in a marketing plan; they have to describe the product, the price, the place, and the promotion. So the fifth I¡¯ve added is purpose.

º»ÀÎÀº ¿À·¡ÀüºÎÅÍ °æ¿µÀü·«ÀÇ »õ·Î¿î ¹®¹ýÀ¸·Î ¸ñÀû°æ¿µÀ» ¼³ÆÄÇØ¿Ô´Ù. Àü·«ÀÌ »ì¾Æ ÀÖ´ÂÁö Á×¾î ÀÖ´ÂÁöÀÇ ÇÙ½ÉÀº Àü·«¿¡ ½ÇÇàÀÚµéÀÇ ¸¶À½À» Èçµå´Â ½Å¼ºÇÑ Àǵµ·Î ¸ñÀûÀÌ ´ã°Ü ÀÖ´ÂÁö¿¡ ÀÇÇؼ­ ÆÇ´ÜµÈ´Ù°í º¸¾Ò´Ù. ½Å¼ºÇÑ Àǵµ°¡ ¾ø´Â Àü·«Àº Á×Àº Àü·«ÀÌ´Ù. ±â¾÷ÀÌ´ø »ç¶÷ÀÌ´ø °¡Àå ±Ã±ØÀûÀÌ°í ½Å¼ºÇÑ Àǵµ´Â ´ç½Å ¿Ö ±×·¸°Ô ¿­½ÉÈ÷ »ç¾÷ÇϽóª¿ä? ¿­½ÉÈ÷ ÀÏÇϽóª¿ä? ¶ó°í ¹°¾îº¸¸é ÀÌ¿¡ ´ëÇÑ ´äÀÎ ¸ñÀû(purpose)ÀÌ´Ù.

´ÊÀº°¨ÀÌ ÀÖÁö¸¸ Áö±ÝÀÌ¶óµµ ¸¶ÄÉÆà ±¸·çÀÇ È¸½ÉÀº ¹Ý°¡¿î ÀÏÀÌ´Ù.

#Ȳ±Ý¼öµµ²ÀÁö
#¸ñÀû°æ¿µ
#5P