마케팅 대형마트(홈플러스, 롯데마트)의 착한가격 마케팅 분석(영문)

마케팅 대형마트(홈플러스, 롯데마트)의 착한가격 마케팅 분석(영문) [마케팅] 대형마트(홈플러스, 롯데마트)의 착한가격 마케팅 분석(영문).doc 목차 - Contents &#8211; I. Background of Good Price Marketing 1. What is Good Price Marketing? 2. Purpose of Good Price Marketing analysis. II. Positive Results of Good Price Marketing 1. High profits of companies 2. Consumers’ positive opinion 3. Contribute to price stability III. Negative Impacts of Good Price Marketing 1. Negative impact on the enterprise 2. Negative influence on society Ⅳ. Analysis of Marketing 1. What did good price marketing have any marketing technique? 2. How to get the Price Competitiveness 3. An overall Analysis Ⅴ. Conclusion 1. Corporations and independent enterprises need their own amendment. 2. The needs of government involvement and changing consumer’s attitude. Ⅵ. Reference 1. Bibliography 2. Webliography 본문 1. What did good price marketing have any marketing technique? Recently, the good price chicken was the part of the emotional marketing. This marketing technique made the use of consumers’ emotion. The price marketing is the one of the best method to attract consumer. Especially, that more happen when the prices is unstable and Economical situation is depressed. Because of this, Walmart has the moto that titled Everyday low pricing. Tongkeun chicken was in the heart of the controversy. Many large supermarkets, the promotion was also indirectly. Experts said, “The noise Marketing can be kept for this purpose no knowing, but eventually succeeded in attracting consumers attention.” Because of this, the marketing strategy was effective. And regardless of purpose of the company, that became a big issue, so on online that the Tong-kun chickens parody cartoon, the Tongkeun chickens map and the seoul map, etc. Many parodies were spontaneously occurred by the netizen. Therefore, internet includes the kind of the viral marketing In the case of the good price chicken hypermarkets promoted these items with having very small quantity. They deceived consumers with attractive baits. There were so many negative opinions in this sales method. But the price was relatively high burden of the chicken food delivered to ordinary people. The affordable prices has given customer could eat the chicken cheaply. The manger said the price competitiveness achieved through the restructuring logistics system. These remarks had a positive impact on the brand image. Recently, Lotte Mart sold American LA galbi on a half sale price. The event is "Tongkeun LA galbi". But when Lotte mart did the event, a Korean cattle association and the consumers criticized to Lotte Mart. Because the Tongkeun LA galbis selling time was same as the time when the whole country fought with the foot-and-mouth disease. But even if the association complained, Lotte Mart still continued the event. Finally, Lotte Mart sold prepared 250 Ton products after 4 days. And then when publics opposition grew, Lotte Mart quickly did the event bigger and longer to calm the popularity but the consumers response was cold. 본문내용 1. What is Good Price Marketing? 2. Purpose of Good Price Marketing analysis. II. Positive Results of Good Price Marketing 1. High profits of companies 2. Consumers positive opinion 3. Contribute to price stability III. Negative Impacts of Good Price Marketing 1. Negative impact on the enterprise 2. Negative influence on society Ⅳ. Analysis of Marketing 1. What did good price marketing 참고문헌 < Bibliography> [1] Philip Kotler / Gary Armstrong (2008), Principles of Marketing 12e [2] 조기선 (2008), 물건을 팔지 말고 가치를 팔아라 : New 마케팅 기법 <실천편> [3] 정윤석 (2006), 기업이미지와 사회공헌활동의 적합도 모형을 활용한 마케팅 전략에 관한 연구, 고려대학교, p.60~62 [4] Kirby / Justin (2006), 바이럴, 버즈, 입소문 마케팅 혁명 [5]박승록 (2008), 서민생활 안정을 위한 물가대책의 평가와 과제, 한국경제연구원 p.59~62 < Webliography > - 헤럴드 생생뉴스 - 오마이뉴스 (http://www.ohmynews.com) - 이데일리 (http://www.edaily.co.kr) - Paran뉴스 (http://media.paran.com) - 시사1번지 폴리뉴스 (http://polinews.co.kr) - Daum 금융 (http://finance.daum.net) - IS라이프 뉴스 (http://www.ispluslife.com)