산업현장에서 직접 적용할 수 있는 농식품 마케팅

제1장 농식품의 특성과 가치 ? 1
1.1 영양적 특성(營養的特性) ····················································································· 2
1.2 안전적 특성(安全的特性) ····················································································· 3
1.3 기호적 특성(嗜好的特性) ····················································································· 3
1.4 경제적 특성(經濟的特性) ····················································································· 5
1.5 보존적 특성(保存的特性) ····················································································· 6
1.6 편의적 특성(便宜的特性) ····················································································· 6
1.7 기능적 특성(機能的特性) ····················································································· 9
제2장 농식품마케팅 기본개념 ? 11
2.1 판매와 마케팅의 차이점 ······················································································ 11
2.2 마케팅의 정의와 절차 ·························································································· 14
2.3 SWOT 분석 ·········································································································· 17
2.4 마케팅 믹스(Marketing Mix = 4Ps) ·································································· 18
2.5 프로모셔날 믹스(Promotional Mix) ··································································· 19
2.6 푸쉬전략과 풀전략(Push Strategies vs Pull Strategies) ·································· 20
제3장 농식품시장의 이해 ? 21
3.1 전체적(全體的)인 시장동향(市場動向) ································································ 21
3.2 시장세분화(市場細分化) ······················································································· 23
3.3 구조적(構造的)인 시장변화(市場變化) ································································ 25
3.4 동종업계의 산업구조(産業構造) ·········································································· 33
3.5 경쟁구조(競爭構造) ······························································································ 35
3.6 유통구조 ················································································································ 36
3.7 가격구조(價格構造) ······························································································ 38
3.8 시장에서 회사의 위치(Position)는? ···································································· 39
제4장 판매예측 ? 41
4.1 판매예측(販賣豫測)의 정의와 의의 ····································································· 41
4.2 판매예측의 종류(種類) ························································································· 42
4.3 판매예측 작업의 비용(費用)과 이득(利得) ························································· 44
4.4 판매예측의 형태(形態) ························································································· 44
4.5 판매예측 기법 ······································································································ 45
4.6 성과의 분석(分析)과 수정(修正) ········································································· 48
제5장 전략적 마케팅 계획 ? 49
5.1 계획수립(計劃樹立)의 의미 ·················································································· 49
5.2 전략적 마케팅계획의 역할 ·················································································· 51
5.3 계획수립상 용어의 정의(用語)와 계획환경(計劃環境) ······································· 53
5.4 마케팅계획 수립절차 ···························································································· 55
제6장 상황분석 ? 57
6.1 상황분석(狀況分析) 항목 ····················································································· 57
6.2 항목별 현황분석 방법(項目別 現況分析 方法) ·················································· 59
제7장 목표설정과 마케팅 전략 ? 71
7.1 목표설정(目標設定) ······························································································ 71
7.2 전략안(戰略案)의 개발(開發) ··············································································· 73
7.3 최선 전략(最善戰略)의 선택(選擇) ······································································ 78
7.4 전략(戰略)에 대한 톱(Top)의 승인(承認) ·························································· 79
7.5 제너럴리스트와 스페셜리스트의 전략방향 ······················································· 80
제8장 농식품 마케팅 전술 ? 81
8.1 전술적 마케팅 계획(戰術的 Marketing 計劃) ··················································· 81
8.2 마케팅 기능별 프로그램 ······················································································ 85
제9장 제품라인 관리 ? 93
9.1 제품(製品)과 매출(賣出) ······················································································ 93
9.2 제품(製品)과 제품차별화(製品差別化) ································································ 94
9.3 제품라인(Product Line)과 제품특성(製品特性) ················································· 97
9.4 제품 브랜드(Product Brand) ·············································································· 98
9.5 제품전략 기본개념 ····························································································· 102
9.6 제품전략 ·············································································································· 113
9.7 브랜드 전략(Brand 戰略) ·················································································· 117
제10장 신제품 계획과 개발 ? 123
10.1 신제품(新製品)의 정의(定意) ··········································································· 123
10.2 신제품(新製品)의 실패(失敗) ··········································································· 124
10.3 신제품 개발전략(新製品開發戰略) ··································································· 125
10.4 내부 제품개발조직(製品開發組織) ··································································· 130
10.5 신제품 개발절차(開發節次) ·············································································· 132
제11장 가격관리 ? 141
11.1 가격책정(價格策定)의 주요 요소(主要要素) ··················································· 141
11.2 식품 유통가격구조(流通價格構造) ··································································· 149
11.3 가격전략(價格戰略) ·························································································· 158
제12장 유통관리 ? 171
12.1 유통형태(流通形態)의 종류(種類) ···································································· 171
12.2 식품 유통단계별 형태(流通段階別 形態) ························································ 175
12.3 유통경로 ············································································································ 204
12.4 유통전략(流通戰略) ·························································································· 207
12.5 유통비용(流通費用) ? 성과(成果)의 최적화 전략 ··········································· 212
12.6 물적유통 관리(物的流通管理) ·········································································· 214
제13장 프로모션 관리 ? 229
13.1 프로모션(Promotion)의 본질 ·········································································· 229
13.2 프로모션(Promotion)전략과 전개과정 ···························································· 235
13.3 프로모션 요소별(要素別) 전략(戰略) ······························································ 247
제14장 농산물의 새로운 비젼 ? 277
14.1 지속가능한 농업으로의 전환 ··········································································· 277
14.2 유기가공식품(有機加工食品) ············································································ 281
14.3 전통가공식품 ···································································································· 285
14.4 수직적 계열화(垂直的系列化) 전략 ································································· 288
제15장 마케팅 관리 ? 291
15.1 마케팅관리 원칙 : 품질경영 8원칙 ································································ 291
15.2 마케팅관리 모델(Model) ················································································· 295
15.3 마케팅 기구조직(機構組織) ·············································································· 296
15.4 목표달성을 위한 지휘체제(指揮體制) ····························································· 299
15.4.4 의사결정(意思決定) ····················································································· 303
15.5 조직행동(組織行動; Organizational Behavior) ············································· 303
15.5 마케팅 관리의 통제(統制) ··············································································· 317
제16장 판매관리 ? 323
16.1 판매책임자(販賣責任者)의 역할(役割)과 임무(任務) ····································· 323
16.2 목표달성을 위한 자세 ······················································································ 326
16.3 대리점(代理店) 또는 체인점 관리(管理) ························································ 352
16.4 신용관리(信用管理) ·························································································· 359
참고문헌 / 367