Concept Building Process Technology Leadership Concept Building Process Skill Directory 의사결정 마케팅조사(CBS2-08) LG Electronics LSR 연구소

의사결정자가 필요로 하는 마케팅 조사 Needs of Decision Makers Required Emphasis Value to Decision Makers Research Response EXAMPLE: concept Test Decision What to do High Recommendation/Suggestions “What if” simulations & Recommendation Information What it means Medium Interpretation Volume / Share Estimate Data What it is Low Description Top box Score LG Electronics Digital LG with Technology Leadership Technology Leadership 2/8

마케팅 기본 과정 마케팅 과정 마케팅 현재 및 잠재고객의 욕구(Needs & Wants) 파악 이 욕구가 현재 충족 되고 있는 상태 파악 불만족 욕구 (마케팅 기회) 발견 불만족 욕구를 더욱 충족시킬 수 있는 제품/ 서비스 개발 고객 등 시장과의 의사 소용 가치교환 현재 및 잠재고객들의 욕구를 충족시켜 주는 제품과 서비스를 기획하고,가격을 매기고, 촉진하고, 유통시키는 유기적인 사업활동의 총체적인 시스템 LG Electronics Digital LG with Technology Leadership Technology Leadership 3/8

마케팅 세부과정 상표명 테스크 마케팅 기회 파악 신제품 아이디어 개발 신제품 아이디어 스크리닝 컨셉트 테스크, 판매량 예측 패키지, 로고, 광고 테스트 출시 효과 추적 조사, 계획 조정 출시 계획 확정 및 출시 컨셉트 및 제품 테스트, 판매량 예측 LG Electronics Digital LG with Technology Leadership Technology Leadership 4/8

몇 가지 고려하여야 할 점 시장특성 Market Characteristics 판매 잠재력 Sales Potential Size of Market Growth Rate of Sales Length of Life Cycle 침투용이성 Penetration Cost of Entry Time to Become Established Vulnerability of Competition Potential for Product Advantage for Users LG Electronics Digital LG with Technology Leadership Technology Leadership 5/8

몇 가지 고려하여야 할 점 시장특성 Market Characteristics 규모 Sales Potential for Significant Market Share Likelihood of Competitive Entry Significance of Experience Curve 투입 Input Investment Required Raw material Availability Technological Advancement Necessary LG Electronics Digital LG with Technology Leadership Technology Leadership 6/8

몇 가지 고려하여야 할 점 시장특성 Market Characteristics 보상 Reward Margin Size Competitiveness of Pricing Structure Return on Investment 위험부담 Risk Stability Probability of Competitive Retaliation Chances of Failure Patent Protection Rate of Technological Change Possibility of Adverse Regulation LG Electronics Digital LG with Technology Leadership Technology Leadership 7/8

조직 능력과의 부합성 Have financial resources required. Match to physical distribution system. Match to marketing capabilities. Use existing sales force. Can handle technology, R&D experience, and know-how. Probability of Technical Competition Ability to Service Product Compatibility to Other Products Management Skills and Experience for This Market Past Work Done in This Market Overlap with Current Material Supply Channels LG Electronics Digital LG with Technology Leadership Technology Leadership 8/8