마케팅 機能에 관한 分析的 硏究(序說)

• 영문명: An Analytical Approach on Marketing Function -Especially Relating with the Business Objective-
• 발행기관: 서울대학교 경제연구소
• 저자명: Won-Soo Kim(金元銖)
• 간행물 정보: 『경제논집』경제논집 5권 3호, 13~63쪽, 전체 50쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1966.09.30

영문 초록

1. Preface The functional approach of marketing had been adopted prevailingly in the earliest study of marketing, while the system and classification of these functions are seemingly not escaped from the realm of ambiguity and disorder. The proper reason why marketing students could not develop the widely approved coherent system on marketing function, was solely depending upon the lack of complete recongnition of the nature of these heterogeneous and inconsistent group of activities. Since marketing functions are the activities performed by a business enterprise in order to get a creative adaptation to its changing environment, it usually tends to be differentiated according to its environmental characteristics, because it has a feature of controllable means of the business enterprise. On a common sense in economic history, it is a fact that the business enterprise has been emerged in economic society since capitalistic mode of production prevailed. Therefore, it is natural that the assumption on business enterprise hat is designed to make a profit, are generally approved by marketing student is a basic concept. And thus most of students are considering that the business enterprise has a only one profit-seeking objective. When we start on studying the marketing function, hence, we could not deny he influnce of this pseudo-economic theorem which usually hammers our frame f logical reasoning. Therefore, I dare to try to reflect the meaning of this pseu-o-economic theorem in order to get rid of these boundaries of thinking frame. In this sense, this article intends to analyze the marketing functions with the eaviest emphasis on the interrelation between these functions and objective of usiness enterprise. II. What is Business Enterprise As a preliminary process of studying the marketing functions, it is necessary to work out for new concept-buliding of the business enterprise, since that is a component of whole function of business enterprise. The conceptual work for business enterprise must start with realtion to the essence of economy. Because enterprise is an organ of economic society in a social sense, as well as an economic existence for profit-making in an individual sense. Hence it enjoys the dual existence in this economic society; the social one, as a producing institution of the want-satifying materials, that is, products, and the individual one, as a profit-seeking organization for the entrepreneur (it might be well to include the manager and employee under the system of absentee ownership.) The essence of the both economies just above mentioned are consisted of the phenomena or activities of acquiring and utilizing the want-satisfying materials for the satisfaction of the want of haman beings. Here, we could recognize that there are two main subfunctions of economies, the one is an acquirement of goods and, the other, utilization of goods, that is, production and consumption. At the earliest ancient days, these two subfuctions were integrated into the single economic subject. This means that there would be no such fact as the segregation of producer and consumer was materialized. This system is usually referred as self-want-satisfying-economy. When human beings, however, could not satisfy sufficiently their own want with their produces, they learned the advantage of specialzation and exchange of the products. Thus, the division of labor, in a social sense, has segregated the single economic subject to specialized economic subjects, that is a producer and a consumer. As a natural consequence of the preceding reasoning, I dare to define that the business enteprise is an economic institution having dual existence, and is formed through the process of simultaneous, but double formation, namely, both in social and individal. The one is the social formation of business enterprise in an abstractive way. It will be formed when entrepreneur bears the function of social production (for others, not for himse

목차

Ⅰ. 序言

Ⅱ. 企業의 意義

Ⅲ. 企業目的

Ⅳ. 社會經濟環境에 따른 差別的 企業生態

Ⅴ. 企業目的과 마케팅活動과의 關聯

Ⅵ. 마케팅機能의 意義와 生産機能과의 關聯

Ⅶ. 마케팅機能의 分析

Ⅷ. 販賣機能의 近代的 理解

Ⅸ. 後行的 마케팅機能過程의 分析

Ⅹ. 結言