01 1. 2. 3. 4. 5.
(1973) (The Purpose Of Business Is To Creat And Keep A Customer) 2
01 (personal consumer) (organization consumer) 1-1 VS Nicosia(1966) (resell) Engel, Kollat and Blackwell(1973) (Demby, 1974) Engel, Kollat and Blackwell(1993) 3
1. 2. 3. (exchange) 4
01 1. 2. 3. ( What is our business? is not determined by the producer but by the 5
customer) 1-2 (1) (2) (market segmentation) (3) 6
01 (4) 1-2 1-1 (Florentijn Hofman) 2013 7
8
01 9
1-2 2013 GDP 70% 60% 21 1960 (Robertson, 1984) (Solomon, 1999) (Schiffman, 2000) 10
01 1-3 1-3 11
1 2 3 4 5 6 7 8 12
01 9 10 1-3 2013 100% 13
1-4 ERP CRM CRM CRM (customer relationship management) CRM CRM CRM Push CRM CRM CRM 20/80 CRM 14
01 (David, 1996) 1-4 1-4 15
1-5 Aprica EKB (consumer behavior model) EKB Model EKB Model Engel Kollat Blackwell 1968 EKB 1978 1-5 16
01 1-5 EKB Engel, Kollat and Blackwell(1968) 1. (information input) 2. (information processing) 3. (decision-process stages) A. 17
B. C. (a) (evaluative criteria) (b) (belief) (c) (attitude) (d) (intention) D. E. (a) (b) 18
01 4. (variables influencing the decision process) Engel, Blackwell, & Miniard (1995) A. (a) (culture) (b) (social class) (c) (personal influences) (reference group) (opinion leader) (d) (family) B. (a) (consumer resources) (b) (knowledge) (c) (attitude) 19
(d) (motivation) (e) C. EKB Engel 1995 1999 (1999) EKB 1. EKB 2. EKB 3. EKB 20