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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

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