마케팅직무 잡타임즈

2. 3. 19 2013 7 29 1 1 (, , , , , ) 2 144-24 8~15 02-3466-5207 [email protected] NAVER contents 60 Prologue 04 06 Part 1. | | 10 B2B | | 13 | AK | 16 | CJ | 19 | | 22 Part 2. 26 32 34 Part 3. 40 , ?43 50 | 52 Part 4. , ?56 58 2 60 62 Epilogue ? 64 , U 66 68 69 06 (HR) PDF . (http://cafe.naver.com/goodlab) 26 4. A PANTONE 7459C : 2013 6 24~28 : + : 109 : 59.3 70.8 2.5 833 1.1 174.5cm 73.4kg (BMI 24.1) 162.7cm52.7kg(BMI 19.9) 1 , ~ ! 11.3 122 IQ 1 A47.7% B 24.8% O 17.4% AB 10.1% 26.7 20.2 9.7 Prologue Characteristics of Marketers BMI(, Body Mass Index) . : BMI = (kg)/(m)2 5. (Marketing) . . , , , , , . . . , . (ROI) . , , , TV, , . , . , , , . , (SWOT) , . . . , . . . (MD) , , , , . . SERVICE cc Prologue 06 07 NEWSPAPER 6. . . . . , . , . . . 6 , . . . , . MS Office . . , , PPT . 08 SWOT . . , , , , . . . , . . , . . SStrength WWeakness OOpportunity TThreat | | 10 B2B | | 13 | AK | 16 | CJ | 19 | | 22 PART 1 Interview Power cc ! ! ! 7. 10 Power Interview 130 , . 2010 , . . , ? . , 3. KOBACO IAA . LG . . ? , . , ., .SBS , . . ,. . . . . . FC . . ? . . . 1 , . . . , . 8, 7 . , , . Power Interview 8. 12 . . ,. ? . . , . , . . . . ? . . . . . . . . . . ? , , . . , , , . , . Plan-Do-See . . . . . . . . , . . . . . B2B . B2B . B2B . ? 2007 , . . . , 2012 B2B . ? 1974 50:50 . 1998 100% B2B, PS 5 . . , . 9. 14 15 . . B2B , , . , . B2B ? . , . 9:1 , . , . . , 3 4 . , . B2B . 50 , 7 . . , , , , . . , . , . , . . B2B ? B2B . B2B () . , (tool) . , B2B . , 20~30 . . . , , . . , . , . . . ? . . . . , , . 1 . . . . , ? . . , . . . VIP , VIP . B2B . B2B . ? (blind) . , . , ,, . , . . 10. 17 ? . .7 , . . . , . , . . ? . , . , . , . ? . . , . , , , . . , . AK . . , , VIP LOUNGE . . , . 17 , , , . . PAM , .PAMAK 20 . . AK AK 7 . 5 2012 AK . , . , ? AK . , AK . ? , . , . , . . 11. 18 19 CJ . . . . . . . . , . , . AK , ? . (specialist) (generalist) . . , . , . , . AK . . AK PAM , . , . AK PAM . . . . , , . ,BM .BM . . BM . . , , . . CJ BM . + (Business Planning+Management). PR ,, , . . (Brand Building). , , , . CJ . . 2008 BM 2009 . CJ . . NGO UCC, , , . , , . . CJ ? . . , . .. . . CJ. . CJ CJ BM( ) . ~ 12. 21 CJ 2009 CJ 5 BM. , . . . ? . RD() , . Value Chain . . , BM . BM . . CJ , 4 . 2006 CJ FG , 1 20% . , 200 40% . CJ Awards 1. . . , CJ . , 1 . . . . B2C . . ? , . BM . 3 . 3 , , . . ., . ,, . 3 , . .3 . 13. 23 , . . SK. ? . . , . 2007 , 2 . 3 1 6 . . . . , ? . , . 8 . 9 , . 20% . 20%, 20%, 20% . . . , . , , , . . . . . ,3 . . ? . . . , . 2000 SK 2007 , . . 10 2000 . IMF . IMF . IMF 2000 . ? IMF . . IMF 14. 24 . . . (, , ) . 20 .. . . . . , . , . . , ? . , , , . . , . . , . . ? . , , , . . , . . . . , , . 26 32 34 PART 2 to Work How IMARKETER ! ! ! 15. 26 ? , , , . (, , , ) . . (), (), . . . , . , . ? . . . . ? . . ? SMR . , . . . . . , . 1949 (Adolf Dassler) , (Adi) (Dassler) . (adidas) (Reebok), (TaylorMade), (Rockport) . 1997 , 290 . , . , 11 . . ! . . . , . , . . , ! . WorkLife balance . , , , . . . , . . 9 . () SMR , , . . ? 2002 . , . 16 , 4 . , . . . . . . . , . 27 16. 28 29 . , , , . . . , . , . . , . , . . . . . . . Sports Contents Provider . , . . . , , . ? . , . . . , ? . . . . , . . . , , . . . . . . 1 , . ! ~ 8:00 ! 9:00~10:00 10 . 10:00~12:00 (ideation) . , . 14:00~18:00 PM . , , , . , TFT . ! 1 SPORTS NEWS 17. 30 ? , , . , 2011 , F1 . ? 5 KGC . . . 2012, KGC , . ? ? . . . . . 5 . , . 31 (SMR 21, 3) , . . . , 3 ? . . , 3 . . 1996 12 , 1,600 . 1 70% . , . . , . . . , , 4 . . , . 4 . 1 . . , . . Behind Story SMR? . , ! ! (SMR 21, 2) , . , ! , , . (SMR 21, 2) , . . , . 18. 3332 ? . . , (lowest acceptable price) . . (conspicuous consumption effect) . . . , . . . . . , ROI ROI Return on Investment . , ROI . . TV , . 100 , . . . , ? , ? . , . . , . . . ? , . . (PR) , . . . (), ? . , , , . , . : 2013 Z 100 ? 2013 , : CC CC CC 0 500 1,000 1,500 IBM ATT 1,1366,900 1,1253,600 9025,600 7841,500 755700 6891,400 6938,300 5606,000 5536,800 1,8507,100 214400 19. 34 35 ( ) 896 . 12 ? , ? IMARKETER 08:42 19:00 (1) 1 36 (1) 02 (1) 2~3 4.1% 55.7% ~ !! 32.3% 7.9% ( /) 8.5% 21.1% 49.1% 38.6% 34.9% 32.9% 7.5% 7.4% NO.1 60.5% NO.2 37.9% NO.3 30.0% ? 12 58.4% 34.7% 6.9% IAMAMARKETER , , . , 49.1%, 38.6% . 21.1% 5 1 . . ? . (58.4%). . . , . 1(60.5%) . (37.9%) . (30.0%) (25.3%), (24.0%) . , ? (34.7%) 12(20.1%) . 5(11.9%) 6(12.2%), 7 (11.8%) . (* ) , , . 9 40 . 8 42, 7. 1 36 , 2~3 . . 29.6% . 2 . , . (7.9%) (55.7%) 63.6% . 20. 36 53.0% 47.6% 25.9% 33.8% 21.1% 18.5% ? , NO.2 34.6% NO.3 29.7% NO.4 27.5% NO.5 26.9% NO.6 () 19.9% NO.1 43.3% 34.9% 30.6% 30.2% 29.4% 14.8% 31.7% 56.1% CEO ? Beauty 51.3% Beast 28.3% Baby 20.3%3B 37 3B(Baby, Beast, Beauty) . ? Beauty(51.3%) . 1 Beauty (47.6%) (53.0%) , Beast(33.8%) (25.9%) . . . , . (34.9%) . (30.6%) (30.2%) , , (29.4%) . (43.3%) 1 . (34.6%) (29.7%) (27.5%) (26.9%) , (, 19.9%) , (18.9%) , (18.0%) . 10 , (56.1%) . 31.7% . 2 21. 38 NEWSPAPER 14 27 28% 610 , ? 18.6% 81.4% 6%, 5%, 4%, 2% PART 3 Information Good ?40 , !43 50 | 52 ! ! ! , 27% . (14%), (10%), (6%) 28% . , . . . , 18.6% . 22. 40 41 . . 301 . , 15.6% , (14.0%), (13.3%) . 3 , 2011 3.5% 2012 4.6%, 2013 5.2% , ? , . CEO . , . CEO . , . SNS . , . ? ? . (%) (%) 18.6% 1 12.0% 7.1% 2 8.1% 6.0% 3 7.1% 4.3% 4 5.6% 3.5% 5 5.3% 3.3% 6 4.8% 2.7% 7 4.4% 2.7% 8 3.7% 2.5% 9 3.0% 2.3% 10 2.9% 2.0% 11 2.9% 1.9% 12 2.9% 1.9% 13 2.7% 1.9% 14 2.7% 1.6% 15 2.6% : JOBKOREA 2013 ( 52 ) . 2013 66,623 , (18.6%) . (7.1%) (6.0%) (4.3%) (3.5%) (3.3%) . , (12.0%) (8.1%) (7.1%) (5.6%) . ? 1,000 2,000 4,0003,000 5,000 6,000 7,000 9,0008,000 5,691 5,092 4,052 3,218 2,684 2,353 : JOBKOREA . . . . . , . ? . . . . . 23. 42 43 GetCertified Contest ( ) ( ) ( ) 4P Place () () ( ) SERI KTG , , ! 01 03 02 04 , ( , ) . . . , . , , , , . , . , , . , , . . . . . . . . 4~5 4~5 . . . , . . . . . . . . , . . . . , . . . 01 02 03 04 05 24. 44 45 Q. . . A. 6 , , . . , . . . Q. ? A. , . . . . . Q. ? A. . . . . Welcome to Manamana, Im waiting for you , . . . . , . . . HS AE , NOWING . 60 , 30 , 43 . , , . 25, . 21 , LG , 11 . 20 . Q. . A. , . . . . . . . . ! . . . Q. ? A. . . . . , . PPT , . . . Q. . A. . . , . . . . She can do, He can do,Why notYOU? SOil PPT CRM Communication LG 2012 PDF 36.5 ; 25. 46 47 ! . . 4 , . AK PAM , , 3 . 4 , AK . , . . , , 1~4 1 . 1 . LG () . 1995 , . 2 . , , . . 500 , , . 4 , . 2013 14 . 4 () , . , , .(2013 ) . . . , . , . . 12 . . 7 100 , . 2013 : 9 : 4~5 2013 : 5 : 1~2, 6~7 2013 : 8 : 6~7 2013 : 19 : 4 2013 : 7 : 6~8 2013 : 14 : 6~7 2013 : 10 : 9~11 2013 : 7 : 7 . . 26. 48 49 . 15 , . 4 ! KTG KTG . KTG 1,500 , 2 , . , . . , . . KPC () . , . , . tvN . tvN tvN , tvN . , , CJ , CJ EM . SK SK . SK . SK . , SNS . SK SUNNY 2003 Sunny. , 1 , 3 9 . 1:1 , , . . , , , . , , . . . , , , 18 , . 27. 50 51 : 849 : 2013 6 19~30 : + : 849 . (1) (2), . . (33.3%). (27.2%) (41.5%) . . (27.2%) . . . , , 32.1% . . , (54.4%) . ( 822 , (2012)) (24.3%) SNS (21.4%) . (32.4%), (27.2%), (20.3%) . . . , 57.1% . , (48.8%) (47.1%) . , , . (32.0%), (25.2) , (24.5%) (22.0%) . ! WORK EXPERIENCE VOICEATTITUDE 233.6% | 249.7% | 240.5% 196.1% 255.3% | 267.9% | 260.7% 32.0% 25.2% 22.3% 17.5% 17.3% 16.7% 16.5% 16.3% 15.5% 15.5% 25.8% 24.5% 22.0% 20.6% 17.6% 16.8% 16.8% 15.7% 15.7% 14.3% 25.4% 24.4% 23.2% 19.4% 18.3% 17.4% 16.7% 16.0% 15.5% 12.7% 27.6 28.6 26.8 27.2 24.3 25.6 22.0 27.2 25.0 32.4 15.5 22.7 20.3 14.8 17.2 11.5 21.4 17.2 7.7 24.3 17.2 12.9 18.4 16.0 14.3 13.4 13.8 33.3 41.5 27.2 SN S WILLING TO JOIN 48.8% 47.1% 23.9% 18.3% 16.6% 14.6% 28. 52 53 . . . 6. . 6 . . . , . . . . . , , , . . . . . 1978 10, . 1998, 4 , . 40 103,75 . . , , , , . 2 . . , 2012 4,300 . (Demand) (Science).21 (Wants) . (Needs) , . . . ? . . . . . , . . PC . SDS PC . 1990 , . NHN 1999 12 . 2009 , . CEO . 1994, 30 . 452, . . . . .. , , . 01 . 02 . 03 . 04 . 05 . 06 , . 6 / / [email protected] 29. 54 . ? .. : : : : , : , : : ICT A/S . . . 2011182,000. . 2011 70 , 2050 90 , 2100 100 . . , , , . . , , , , , , , , , , , ?56 58 2 60 62 PART 4 Story Behind ! ! ! 30. 56 57 (Cause Marketing) Cause , . (TOMS) One for One . . 2006 One for One . , 1 (2013 6 ). SNS (Viral Marketing) , , , . SNS . HP . HP (Photoball) HD . HP . HP 300 , . . , ? (Spam Marketing) . . . (Under Marketing) . , P2P . . . , ? , , ! (Flavor Radio Marketing) TPO(Time, Place, Occasion) . . . 16% , 29% . (sizzle: ) . ! PPL (Product Placement Marketing) . , , PPL . . . (Noise Marketing) . . SK , 3 40 . . 1999 . , . , ! (Niche Marketing) Niche . , , . , , . . 2005 70~80% ~ , , 2012 LCC(Low Cost Carrier, ) 1 . . . 31. 58 59 (). . . , ! 68.3% 1 . (39.1%) . (35.5%) 2 . . . (50.7%) . CI . . , . 1(35.8%) . (29.3%) (23.3%) 2, 3 . ? RED ORANGE YELLOW GREEN BLUE PURPLE BLACK 0.4% 64.0% 20.2% 0.3% 50.7% 15.8% 14.5% 11.9% 6.8% 3.6% 45.0% 18.8% 13.3% 9.6% 9.0% 2.2% 35.8% 29.3% (MAC) 23.3% 4.8% 4.6% 2% 73.3% 13.5% 4.6% CGV 4.3% 2.3% 0.7% 68.3% 16.1% 8.8% 5.2% 0.9% 0.7% 39.1% 35.5% 12.7% KB 6.6% S-Oil 5.4% 6.0% 5.7% 3.7% , ! , ! ? . 94.9% . 5.1% . , 86.4% , 13.6% . . . , . . ? ? 1,011 . : 1,011 : + : 2013 6 14~25 : , ! ? (63.5%) . . (18.3%), (17.1%) . . (39.4%) , (36.8%) 2 . , , , , . 63.5% 18.3% 17.1% 1.0% IT 39.4% 36.8% 9.6% 7.7% 4.2% 1.6% 0.8% THE BRAND COLOR OF YOUR CHOICE? 32. 60 61 VS 100 VS 1885, 50 . 7 1 . . 4 1 , . . 345ml 5! . 1939, . , 345ml ! CM . . . 3 . , . . (Pepsi Challenge) . , . 1985, . . (New Coke) . 1 . ( ) . 3 (CocaCola Classic) . . 1 . , . . , . , ( 1). , . 1 ! 1 . () . . , 7 10% . 1 . , . . 1946, 70% , 5 . 2 . . , 10 . 1955, . . , , . (Pepsi Generation) . , . 1971, 15 1 VS 1 . 1996 1 15 2 . 2006 1, 32.7% . . . 1~2 . . . , d . . 20~30 49.3% . 1 , . . . 1 . , 15 1 . VS 33. 62 ? (brand) , brandr . , . ? () () , 1924 . 1948 . , . . ? . Vigor() Niagara Falls( ) . . 1998 , 8 100 . ? . . . , 10% . . . . . ? 64 , U 66 Job Times 68 69 PART 5 Epilogue CC CC CC ! ! ! 34. 64 65 5,417 600 165 10 10 ! (2004 ) 9 5,417 9 600 9 165 Whoever,Whatever,Wherever! 10th . ? . COMING SOON! 2013 8 ! ( .) ! * * Dorm Surfing, * , * , ! * . * * 2 : * ? ? . , , . ? . . . ? . OK! . 4 4 . . 3 () . . . . 15 600 . . , . . facebook.com/groups/globalfrontier frontier.jobkorea.co.kr , , 1(10) , , 2(10) , , (10) , (10) , (10) 1 10 10 10 10 10 15% 14% 4% 48% 4% 12% 3% 35. 66 , U ! ! , . , U ! U !! USA . . 10~20 . , PPT PT . . 11,000 7,200 . ~ Play U ( ) U , 7,200 (Wi-Fi/3G/LTE , .) STEP 1 STEP 2 STEP 3 STEP 4 U(u.jobkorea.co.kr)? 7,200 . 10~20 . U . ! 8~13 e 11,000 7,200 . ( http://u.jobkorea.co.kr ) !! . 21 (SNS) ! ,? . . 3 67 U , , ! 36. 69 , . . . ( ) . ! , ! . , . , , SMR . SMR , , . , CJ . . , . ? , , . ? ? . ? ? . , . . p.s. , ICT , . ~~ !!! . , . , . , , ... 1. 10 ? ** , . ! 10 . !! (http://cafe.naver.com/goodlab) , , , , (HR) PDF . AK PAM ! ? . ? . ! . . ! . 68 (HR) ! . ? (cafe.naver.com/goodlab) . , . . 3 18 , , (HR) , 8 . , ? . 4 , ! ? . ! . (cafe.naver.com/goodlab) . , PDF . ! ! ! 37. . Copyright !