Consumer behavior는 우리 말로 ‘소비자 행태’라 칭할 수 있다. 그런데 소비자 행태란 무엇일까? 위키피디아의 정의는 다음과 같다.
the study of how people buy, what they buy, when they buy and why they buy
consumer behavior은 물건을 구매하는 소비자의 의사 결정이나 행동 양식을 말한다. 학문적으로 말하자면 소비자들이 어떤 물건을 언제, 왜, 어떻게 구매하는지를 연구하는 분야다. 마케팅에서 가장 핵심인 주제도 바로 consumer behavior다.
Questions
1. What is one of the most important steps of the marketing
planning process that companies sometimes overlook?
2. In your opinion, which of the types of promotion does your
company mainly use and which are most effective?
첫 번째 질문에 대한 힌트로 marketing planning 과정 중 첫 번째 단계가 무엇인지 생각해 보자. 두 번째 질문에 대한 힌트로 본인의 회사에서는 어떤 promotion 방법들을 사용한 적이 있는지, 이중 어떤 것이 가장 효과가 있었는지 생각해 보자.
이곳에 답을 마음대로 써 보자. 물론 정확한 영어로 쓸 필요가 없이 자유롭게 하고 쓰고 싶은 대로 쓰도록 한다.
다음의 대화를 잘 이해한 후 위 두 질문에 대한 답을 써 보도록 하자.
Dialog 1
A: Mr. Kim, have you finalized your marketing plan that I asked you to do?
B: Yes, I just handed it to your secretary. It should be on your desk.
A: Okay, I’ll take a look at it and call you if there’s any question.
B: Sounds good.
….
A: Mr. Kim, I looked over the plan and have some questions. I think there are some things that you overlooked.
B: Oh yes? What are those?
A: Your plan seems fine, except that you seem to have forgotten the first step in the marketing planning process.
B: What is that?
A: Understanding the consumer. I think you forgot to actually try to understand what customers really want and need in your haste to get to the market.
B: Well, I won’t deny that I was in quite a hurry. But I think our product’s very unique and customers will naturally like it.
A: That’s what we hope. But we still can’t neglect this most important step. This is a serious oversight, since understanding the customer sets the foundation for the rest of the marketing planning process.
look (something) over: to examine something very carefully
- Epstein poked through the stuff inside, carefully picking each thing up and looking it over from all angles.
- She had her own lawyer look over the agreement.
overlook: to fail to notice or consider something
- I think there is one key fact that you have overlooked.
- No one will be overlooked in the selection of the team.
oversight: a mistake made because of a failure to notice something
