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1.¸¶ÄÉÆÃÀÇ ¶æ
¸¶ÄÉÆÃÀ̶õ °³ÀÎÀ̳ª Á¶Á÷ÀÇ ¸ñÇ¥¸¦ ¸¸Á·½ÃÅ°´Â ±³È¯À» âÃâÇØ ³»±â À§ÇØ ¾ÆÀ̵ð¾î¤ýÀçȤý¼ºñ½ºÀÇ °³³ä ¼³Á¤, °¡°Ý Ã¥Á¤, ÃËÁø(õµòä) ¹× À¯ÅëÈ°µ¿À» °èȹÇÏ°í ÁýÇàÇÏ´Â °úÁ¤ÀÌ´Ù.
(the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives)
¹Ì±¹¸¶ÄÉÆÃÇÐȸ(ama:american marketing association) ; 1985
¸¶ÄÉÆÃÀÇ Á¤ÀÇ ¸¶ÄÉÆðú °í°´¸¸Á·°æ¿µ
¨ç ¸¶ÄÉÆÃÀÇ ¿¬±¸´ë»óÀº ¡®±³È¯¡¯ÀÌ°í, ¸¶ÄÉÆÃÈ°µ¿ÀÇ ¸ñÇ¥´Â ±³È¯´ç»çÀÚ ¸ðµÎ¸¦
¸¸Á·½ÃÅ°´Â ¡®±³È¯ÀÇ Ã¢Ã⡯ÀÌ´Ù.
¨è ±â¾÷°ú °°Àº ¡®¹ýÀΡ¯»Ó ¾Æ´Ï¶ó ¡®°³ÀΡ¯Â÷¿ø¿¡¼µµ ¸¶ÄÉÆÃÈ°µ¿ÀÌ ÀÌ·ç¾îÁø´Ù.
¨é ¸¶ÄÉÆÃÈ°µ¿Àº ¡®¿µ¸®¡¯ºÎ¹®¿¡¼¸¸ ÀÌ·ç¾îÁö´Â °ÍÀº ¾Æ´Ï´Ù.
¨ê ÀçÈ, ¼ºñ½º µî ¡®»óÇ°¡¯»Ó ¾Æ´Ï¶ó ¾ÆÀ̵ð¾î, »ý°¢, »ç»ó±îÁöµµ ¸¶ÄÉÆÃÀÇ ´ë»óÀÌ µÉ ¼ö ÀÖ´Ù.
¨ë ¸¶ÄÉÆÃÀº ´Ü¼øÈ÷ ¡®ÆǸŠÇàÀ§¡¯¸¸À» ÀǹÌÇÏ´Â °ÍÀÌ ¾Æ´Ï´Ù.
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ÀÌÇØ ´ç»çÀÚµéÀÇ ±³È¯(exchanges)À» ÅëÇÑ »óÈ£¸¸Á·(win-win)°ú ÀÌ·¯ÇÑ »óÈ£ ¸¸Á·À» ÅëÇÑ °ü°è(relationships)ÀÇ À¯Áö ¹ßÀü.
¸¶ÄÉÆðú °í°´¸¸Á·°æ¿µ
2.¸¶ÄÉÆðü¸® À̳äÀÇ ÁøÈ°úÁ¤
¸¶ÄÉÆà Àü(îñ)´Ü°èÀÇ ½ÃÀå´ëÀÀ »ç°í¹æ½Ä »ý»êÁöÇâÀû Á¦Ç°ÁöÇâÀû ÆǸÅÁöÇâÀû ¸¶ÄÉÆÃÁöÇâÀû »çȸÁöÇâÀû °í°´ÁöÇâÀû ¢Â »ý»êÁöÇâÀû »ç°í¹æ½Ä
-Å×ÀÏ·¯¸®Áò(taylerism) : »ý»ê ´É·ü(high wage & low labor cost)
»ý»êÁöÇâÀû °³³ä : ¤ý¼ö¿ä>°ø±Þ ¤ý°¡°Ý °æÀïÀ» ÅëÇÑ ½ÃÀå¿ìÀ§
¹Ý¼º : »ý»ê¼º ´ÜÀÏÁöÇâÀ¸·Î´Â °æÀï¿ìÀ§ È®º¸¿¡ ÇѰ踦 °¡Áü
Æ÷µðÁò(fordism) : high wage & low price ¸¶ÄÉÆðú °í°´¸¸Á·°æ¿µ ¢Â Á¦Ç°ÁöÇâÀû »ç°í¹æ½Ä
-°í°´¿ä±¸ ÀÌÁúÈ¡æ°íÇ°ÁúÀÌ ½ÃÀå°æÀïÀÇ ÇÙ½ÉÀ¸·Î ÀνÄ
-Ç°Áú ÆÇ´Ü ÁÖü·Î¼ÀÇ ¼ÒºñÀÚ
-°í°´Áß½ÉÀû ½Ã°¢¿¡¼ÀÇ Á¦Ç°ÁöÇâÀû ½ÃÀå´ëÀÀ
¢Â ÆǸÅÁöÇâÀû »ç°í¹æ½Ä
-Á¦Ç°Àº »çÁÖ´Â °Í(product is bought)ÀÌ ¾Æ´Ï¶ó Æȸ®´Â °Í(product is sold).
-Ú¸(1930) °ø±Þ°úÀ×Çö»ó ¡æ»ý»êÀÌÈÄ È°µ¿(ÆǸŠ¹× ÃËÁø)ÀÇ Á߿伺 ÀνÄ
-»ý»ê ÀÌÀü¿¡ ¼ÒºñÀÚ ±¸¸Åµ¿±â, ŵµ¿¡ ´ëÇÑ Á¶»ç Çʿ伺 Á¦°í
¸¶ÄÉÆðú °í°´¸¸Á·°æ¿µ
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