소비자란 물건을 사는 사람을 말한다. 그런데 무엇을 사고 어떻게 사며, 구매는 언제 하는 것일까? 소비자 또는 구매자의 상품구매 결정과정은 분명 연구과제다. 다음은 그러한 소위 ‘소비자 행태(consumer behavior)’에 관한 설명들이다. 읽고 자신만의 정의를 내려 보라.
the study of how people buy, what they buy, when they buy and why they buy. It blends elements from anthropology, socio-psychology, and It attempts to understand the decision making both individually and in groups. It studies characteristics of individual consumers such as and behavioral variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.(wikipedia.com)
the name given to the pattern of actions and decision-making that the consumers employ while making a purchase. It is determined by product, person, and situation at any given point of time. (dictionary.bnet.com)
understanding how and why consumers behave. An appropriate marketing stimulus is formulated based on customer personality and needs to prompt sales. Consumers adjust behavior to the marketplace based on internal needs and interpersonal factors.(allbusiness.com)
오늘은 marketer에 관련된 수업이다. 일단 marketer에 관한 다음 두 개의 질문을 놓고 생각해보라.
Questions about ‘marketer’ as brain teasers
1. Do you think it is important for mar-keters to understand their competitors? Why?
2. What do you think marketers should understand the business environment?
답을 위한 힌트는 다음과 같다. 첫 번째 문제에 관련하여 marketer가 무슨 이유로 경쟁사의 프로모션 방식에 대해 알고 싶어하는지 생각해 보라. 두 번째 문제에서는 경기 침체가 marketing plan에 어떻게 영향을 미치는지 생각해 보라.
이곳에 답을 마음대로 써 보자. 정확한 영어로 쓰지 않아도 좋다. 자유롭게 하고 싶은 말을 하면 된다.
이젠 다음의 대화를 보면서 마지막으로 마케팅에 대한 질문에 답을 해 보라.
Dialog
A: Hey, what are you working on?
B: I’m working on the new marketing plan for our new product we’re preparing to launch.
A: Oh yeah, I heard about the new product. Do you think it’ll be a success? Are your team members confident about it?
B: Well, we’re pretty confident about the product itself. We’re just a little concerned about our capabilities to penetrate into the market.
A: Yes, I think it’s very important that marketers understand the company’s capabilities so that we don’t create a marketing plan that will be unsuccessful, for example, due to lack of company resources.
B: I totally agree. We certainly don’t want that to happen.
* work on (something): (무엇인가를) 열심히 만들거나 고치다, concerned about (something): (무엇인가에) 대해 근심 또는 걱정하는, penetrate into the market: 시장을 뚫다
