가격탄력성과 생산비용에 기초한 대량 마케팅과 표적시장 마케팅의 비교 분석

• 영문명: Comparative Analyses of Mass Marketing and Target Marketing Based on Price Elasticity and Production Cost
• 발행기관: 한국유통과학회
• 저자명: 원지성(Jee Sung Won)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제4호, 61~72쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.04.30

영문 초록

Purpose – It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results – The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market

목차

Abstract

1. 서론

2. 가격탄력성과 기업 이윤

3. 가격탄력성과 생산비용, 그리고 시장세분화 전략

4. 공헌이익에 의한 가격 결정법

5. 결론

References

키워드

Mass Marketing Target Marketing Differentiation Price Elasticity Cost Structure