[Kerin] 2장. 마케팅전략 (1 of 2)Today's Organizations 오늘날의 조직Strategy in Visionary Organizations 미래지향적 조직의 전략Setting Strategic Directions 전략적 방향 설정

[Kerin] 1장. 마케팅을 통한 고객관계와 가치 창출(2/2)How Marketing Discovers and Satisfies Consumer Needs 마케팅은 어떻게 소비자의 니즈를 발견하고 만족시키는가?The Marketing Program: How Customer Relationships Are Built 고객관계는 어떻게 구축되는가?How Marketing Became So Important 마케팅은 왜 이렇게 중요해 졌나?

[Kerin] 1장. 마케팅을 통한 고객관계와 가치 창출What Is Marketing? 마케팅이란? ​​

AMA PCM 핵심용어 정리 - 6장. B2B Marketing (2/2) 3-2-13. Make-Buy Decision3-2-14. Modified Rebuy3-2-15. New Buy3-2-16. New-Task Purchase3-2-17. Organizational Buyers3-2-18. Product Specifications3-2-19. Reciprocity3-2-20. Resellers3-2-21. Reverse Auction3-2-22. Straight Rebuy3-2-23. Traditional Auction3-2-24. User

AMA PCM 핵심용어 정리 - 6장. B2B Marketing (1/2) 3-2-1. Buy Classes3-2-2. Buyers (Purchasing Agents, Purchasing Managers)3-2-3. Buying Center3-2-4. Decider3-2-5. Derived Demand3-2-6. Gatekeeper3-2-7. Government Units3-2-8. Industrial Firms3-2-9. Inelastic Demand3-2-10. Influencer3-2-11. Institutional Markets3-2-12. Joint Demand

AMA PCM 핵심용어 정리 - 5장. Consumer Behavior (3/3) 3-1-47. Selective Retention3-1-48. Self-Actualization Needs3-1-49. Self-Concept3-1-50. Situational Influences3-1-51. Social Class3-1-52. Social Influences3-1-53. Social Needs3-1-54. Social Risk3-1-55. Social Stratification3-1-56. Spokesperson3-1-57. Subculture3-1-58. Subliminal Perception3-1-59. Universal Set3-1-60. Value and Lifestyle Survey (VALS)3-1-61. Word of Mouth​

AMA PCM 핵심용어 정리 - 5장. Consumer Behavior (2/3)3-1-24. Involvement3-1-25. Learning3-1-26. Lifestyle3-1-27. Limited Problem Solving3-1-28. Maslow’s Hierarchy of Needs3-1-29. Membership Group Motivation3-1-30. Opinion Leaders3-1-31. Perceived Risk3-1-32. Perception3-1-33. Performance Risk3-1-34. Personality3-1-35. Physiological Needs3-1-36. Physiological Risk3-1-37. Problem Recognition3-1-38. Psychographics3-1-39. Psychological Needs3-1-40. Psychological Risk3-1-41. Purchase Task3-1-42. Reference Groups3-1-43. Reinforcement3-1-44. Response3-1-45. Routinized Response Behavior3-1-46. Safety .......

AMA PCM 핵심용어 정리 - 5장. Consumer Behavior (1/3)미국마케팅협회의 공인마케팅전문가 시험 대비를 위해 미국마케팅협회에서 제시한 700여개의 핵심 용어를 해설하였습니다.3-1-1. Attitude3-1-2. Behavioral Learning3-1-3. Beliefs3-1-4. Buying Behavior3-1-5. Cognitive Dissonance (Postpurchase Dissonance)3-1-6. Cognitive Learning3-1-7. Consideration Set (Evoked Set)3-1-8. Consumer Behavior3-1-9. Consumer Socialization3-1-10. Cue3-1-11. Decision Heuristics3-1-12. Determinant Attributes3-1-13. Dissociative Group3-1-14. Esteem Needs3-1-15. Evaluative Criteria3-1-16. Extended Problem Solving3-1-17. External.......