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｡ｦUCC､茣ﾖｲｦ｡｢･ｵ･�･ﾈ･遙ｼ､ﾊ､ﾉｻ�ｶﾈｲ�ｼﾒ､ﾎﾊ�｡ｹ､ﾎﾅﾐﾃﾅ

｡ｦ･ｽ｡ｼ･ｷ･罕�･皈ﾇ･｣･｢､ﾎ･ﾗ･鬣ﾃ･ﾈ･ﾕ･ｩ｡ｼ･爨ﾎﾊ�｡ｹ､ﾎﾅﾐﾃﾅ

､ﾊ､ﾉ｡｡･ｯ･ﾁ･ｳ･ﾟ･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ､ﾋｴﾘ､�､�ｺﾇｿｷｻ�ﾎ网茹ﾎ･ｦ･ﾏ･ｦ､ｬｵﾍ､ﾞ､ﾃ､ﾆ､､､ﾞ､ｹ｡｣

ﾆ�ｻ�､ﾏ｡｢3ｷ�12ﾆ�｡ﾊｶ筍ﾋ10:00､ｫ､鬢ﾇ､ｹ｡｣

､ｪｿｽ､ｷｹ�､ﾟ､ﾏ･ｳ･ﾁ･鬢ｫ､鬘｣

WOM･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ･ｵ･ﾟ･ﾃ･ﾈ2010､ﾎｳｵﾍﾗ

ﾅ�ﾆ�､ﾎ･ﾗ･�･ｰ･鬣狎ﾜｺﾙ

ﾁ�ﾌｳｾﾊ､ｬ2ｷ�､ｫ､魑ｫｺﾅ､ｹ､�

｡ﾖ･鬣ｸ･ｪ､ﾈﾃﾏｰ霎�ﾊ�･皈ﾇ･｣･｢､ﾎｺ｣ｸ螟ﾋｴﾘ､ｹ､�ｸｦｵ豐�｡ﾗ､ﾋ

ｹｽﾀｮｰ�､ﾎｰ�ｰ�､ﾈ､ｷ､ﾆｻｲｲ隍ｹ､�､ｳ､ﾈ､ﾋ､ﾊ､熙ﾞ､ｷ､ｿ｡｣

ｳｵﾍﾗ､ﾏ･ｳ･ﾁ･� 

ｹｽﾀｮｰ�､ﾏ･ｳ･ﾁ･�

ｻ荀ﾏ･皈ﾇ･｣･｢､ｬｹ･､ｭ､ﾇ｡｢ｺ�ｺ｣､ﾎﾉﾔｶｷ､ﾏﾋﾜﾅ�､ﾋﾈ皃ｷ､､､筅ﾎ､ｬ､｢､熙ﾞ､ｹ｡｣

ｼｫｿﾈ､ﾋｴ�ﾂﾔ､ｵ､�､ﾆ､､､�､ｳ､ﾈ､�ﾆｧ､ﾞ､ｨ､ﾆ｡｢ｹﾗｸ･､ﾇ､ｭ､�､ﾐ､ﾈｻﾗ､ﾃ､ﾆ､ｪ､熙ﾞ､ｹ｡｣

･ﾝ｡ｼ･ｿ｡ｼ､ﾎﾀ�ﾎｬﾏﾀ”What is strategy?”､�ｸｶﾊｸ､ﾇﾆﾉ､�､ﾀ｡｣

､ｳ､�､�”･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰﾀ�ﾎｬ”､ﾋﾃﾖ､ｭｴｹ､ｨﾊﾔｽｸ､ｷ､ﾆ､ﾟ､ｿ｡｣

ｰﾛ､ﾊ､�ﾀ�ﾎｬﾏﾀ､ﾇ､筝ｦﾄﾌｹ爨ﾏﾂｿ､､､ﾎ､ﾇ､ﾏ､ﾊ､､､ﾀ､�､ｦ､ｫ｡｣

-What is marketing strategy ?

1. Marketing strategy is the creation of a unique and valuable position, involving a different set of activities, such as pr, ad, and sales promotion. If there were only one ideal position, there would be no need for marketing strategy.

2. Marketing strategy is making trade-offs in competing. The essence of marketing strategy is choosing what not to do. Without trade-offs, there would be no need for choice and thus no need for marketing strategy. Any good idea could and would be quickly imitated.

3. Marketing strategy is creating fit among a company’s activities. The success of a marketing strategy depends on doing many things well - not just a few - and integrating among them. If there is no fit among activities, there is no distinctive strategy and little sustainability.

ｵ､､ﾋ､ﾊ､�ｵｭｻ�｡ｧ

1｡ﾋﾋﾜﾆ�ﾆ�ｷﾐﾄｫｴｩ､ﾎ｡ﾖｻ荀ﾎｲﾝﾄｹｻ�ﾂ蝪ﾗ｢ｪｸｶﾂｧｴﾓ､ｯﾂ鄲ﾚ､ｵ

2｡ﾋｺ｣ｽｵﾅ�ﾍﾎｷﾐｺﾑ｡ﾖIFRS｡ﾗﾆ�ﾌ遑｡｢ｪ｡｡ﾏｫﾌｳ｡｢ｱﾄｶﾈｸｽｾ�､ﾋ､ﾈ､ﾃ､ﾆ､篷ｬﾆﾉ

3｡ﾋﾆｱ､ｸ､ｯﾅ�ﾍﾎｷﾐｺﾑ｡ﾖ･ｨ･�･ｿ･癸�･ｫ･�･ﾁ･罍ｼ｡ﾗ｢ｪｻ�ﾄｰｼﾔ･､･�･ｵ･､･ﾈ､ﾎｻｲｹﾍ

4｡ﾋﾆｱ､ｸ､ｯﾅ�ﾍﾎｷﾐｺﾑ｡ﾖTOP INTERVIEW｡ﾗ｢ｪﾌ�ｰ貍ﾒﾄｹ､ﾎ･ｰ･�｡ｼ･ﾐ･�･�･�

5｡ﾋｺ｣ｽｵﾆ�ｷﾐ･ﾓ･ｸ･ﾍ･ｹ｡ﾖｸｭｿﾍ､ﾎｷﾙｾ筍ﾗ｢ｪｿﾍｺ牴鯊ｮ､ﾎｻｲｹﾍ､ﾋ

6｡ﾋ11/15ｹ貘�ﾅﾁｲ�ｵﾄ｢ｪpaid media, owned media, earned mediaｶ靆ｬ

7｡ﾋ12/1ｹ襭RUTUS｡ﾖｵ网ｱ､�ｱﾇｲ隍ﾎｹｽﾂ､ﾊｬﾀﾏ｡ﾗ｢ｪ･皈ﾃ･ｻ｡ｼ･ｸ､ﾎ･ｹ･ﾈ｡ｼ･遙ｼﾀﾟｷﾗ

8｡ﾋ12ｷ�ｹ� CASA BRUTUS｡ﾖｺﾇｶｯ､ﾎ･ﾏ･�･､ｰﾆﾆ筍ﾗ｢ｪCasa､鬢ｷ､､ﾀﾚ､�ｸ�

､ﾛ､ﾈ､�､ﾉｼﾒﾆ篋�､ｱ､ﾇ､ｹ､ｬﾈ�ﾋｺﾏｿ､ﾞ､ﾇ｡｣ 

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ｿｧ｡ｹ､ﾈﾏﾃﾂ熙ﾋ､ﾊ､ﾃ､ﾆ､､､�ｱﾇｲ隍ﾇ､｢､�｡｣

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･ﾓ･ｸ･ﾍ･ｹ､ﾋｶ眸ｻ､ﾏ､ﾊ､､｡｣､｢､ﾃ､ｿ､ﾈ､ｷ､ﾆ､筅ｽ､�､ﾏﾄｹﾂｳ､ｭ､ｷ､ﾊ､､､ﾎ､ﾇ､｢､�｡｣

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､ｽ､ﾎ､ｿ､皃ﾋｲｿ､�､荀ﾃ､ﾆ､筅､､､､�､ｱ､ﾇ､ﾏ､ﾊ､､｡｣

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Kindle｡｢ﾋﾜﾆ�ﾅ�ﾃ蝪｣

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ﾁｰ､ｫ､鯣ﾉ､ﾟ､ｿ､ｫ､ﾃ､ｿﾍﾎｽ�､�｡ｪ､ﾈｸ｡ｺ�､ｷ､ﾆ､ﾟ､�､ﾈ4ｺ�ﾃ�2ｺ�､ｬ､ﾊ､､､ﾈ､ﾎ､ｳ､ﾈ｡｣

｡ｦA Colossal Failure of Common Sense｡｡｢ｪ｡｡､ﾊ､ｷ
｡ｦParadigms: Business of Discovering the Future｡｡｢ｪ｡｡､ﾊ､ｷ

｡ｦCorporate Finance by Stephen Ross｡｡｢ｪ｡｡､｢､�
｡ｦChina International Business｡ﾊｻｨｻ�｡ﾋ｡｡｢ｪ｡｡､｢､�

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A Colossal Failure｡ﾁ､ﾏｷ�ｹｽﾇ荀�､ﾆ､､､�､ﾀ､�､ｦ､ﾋ｡ｦ｡ｦ｡｣

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ﾇｯﾆ筅ﾋ4-5ﾌｾｺﾎﾍﾑ､ｷ､ｿ､､､ﾈｻﾗ､ﾃ､ﾆ､､､ﾞ､ｹ｡｣

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｡ｦﾄﾌｿｮｼﾒ｡ﾊｵｭｼﾔ｡ﾋ｡｡､ﾊ､ﾉ

2009ﾇｯﾅﾙｿｷﾂｴﾆ�ｼﾒｽﾐｿﾈｹｻ

｡ｦﾅ�ｵ�ﾂ邉ﾘ｡｡ｶｵﾍﾜｳﾘﾉ�ﾊｸｲﾊ状ｭﾎ�
｡ｦﾃﾞﾇﾈﾂ邉ﾘﾂ邉ﾘｱ｡｡｡ｿﾍﾊｸｼﾒｲ�ｲﾊｳﾘｸｦｵ豐ﾊ
｡ｦｷﾄﾘ豬ﾁｽﾎﾂ邉ﾘ｡｡ｷﾐｺﾑｳﾘﾉ�
｡ｦｾ蠹ﾒﾂ邉ﾘ｡｡ﾋ｡ｳﾘﾉ�

ﾅﾜﾞｹ､ﾎ1･�ｷ�､�ｷﾐ､ﾆ｡｢ﾀ霓ｵ6ｴ�､�ﾌｵｻ�ｽｪ､ｨ､�､ｳ､ﾈ､ｬ､ﾇ､ｭ､ﾞ､ｷ､ｿ｡｣

ﾆ筍ｹ､ﾎﾃ蠹ﾏｸｫｹ�､ﾟ､ﾇ､ﾏ｡｢
ﾇ萓蟷簔ｰｴ�ﾈ�105｡�ﾄ�ﾅﾙ｡｢ｷﾐｾ�ﾍ�ｱﾗﾎｨ､ﾏ8-9｡�ﾄ�ﾅﾙ､ﾇﾍ�､ﾁﾃ螟ｭ､ｽ､ｦ､ﾇ､ｹ｡｣
ROE､ﾏ17｡�､ﾇ｡｢ｷﾐｾ�ﾍ�ｱﾗ､�6ｴ�ﾏ｢ﾂｳｹ�ｻ�､�ｰﾝｻ�､ｹ､�､ｳ､ﾈ､ｬ､ﾇ､ｭ､ﾞ､ｷ､ｿ｡｣

ｼ醢ﾗ､ﾊｼﾒﾆ篏ﾘﾉｸ､�､ﾟ､ﾆ､ﾟ､�､ﾈ｡｢
ﾁﾆﾍ�･ﾙ｡ｼ･ｹ､ﾇﾂ袁�ﾅｹﾈ賽ｨ､ｬ15｡�｡｢ｹｭﾊ�ﾉ�ｰﾊｳｰ､ﾎｼ隹�､ｬ70｡�｡｢ｳｰｻ�ﾈ賽ｨ27｡�｡｢
BtoCｰﾆｷ�､ｬ79｡�､ﾈ｡｢ｿｧ｡ｹ､ﾊｻﾘﾉｸ､ｬﾊﾑｲｽ､ｷ､ｿｰ�ﾇｯ､ﾇ､ｷ､ｿ｡｣

7ｴ�､ﾏ｡｢､ｳ､�､ﾞ､ﾇﾃﾟﾀﾑ､ｷ､ﾆ､ｭ､ｿｻ�ｻｺ､�ｳ隍ｫ､ｷ､ﾆ｡｢
､隍熙ｪｵﾒﾍﾍ｡｢･皈ﾇ･｣･｢｡｢ｾﾃﾈ�ｼﾔ｡｢ｶﾈｳｦ､ﾋﾂﾐ､ｷ､ﾆｹﾗｸ･｡ｦｴﾔｸｵ､ｷ､ﾆ､､､ｭ､ｿ､､｡｣

ﾂｿ､ｯ､ﾎ･ｹ･ﾆ｡ｼ･ｯ･ﾛ･�･ﾀ｡ｼ､ﾈｴﾘ､�､熙�ｻ�､ﾄ､ｳ､ﾈ､ﾋ､ﾊ､�､ﾈｻﾗ､､､ﾞ､ｹ｡｣
ｽ鯀ｴ｡｢ﾍ�ﾇｰ｡｢･ﾓ･ｸ･逾�､�ﾋｺ､�､ｺ｡｢ｲﾁﾃﾍﾁﾏﾂ､ｷﾐｱﾄ､ﾋ�ｲｿﾊ､ｷ､ﾆ､ﾞ､､､熙ﾞ､ｹ｡｣

ｺ�ﾆ�ﾈｯﾉｽ､ｵ､�､ｿﾆ簣ﾆ｡ｧ

FTC Publishes Final Guides Governing Endorsements, Testimonials
Changes Affect Testimonial Advertisements, Bloggers, Celebrity Endorsements

FTC｡ﾊﾏ｢ﾋｮｼ隹�ｰﾑｰ�ｲ�｡眸ﾈｶﾘﾋ｡､ｪ､隍ﾓｾﾃﾈ�ｼﾔﾊﾝｸ�ﾋ｡､�ｱｿﾍﾑ､ｹ､�ｵ｡ｴﾘ｡ﾋ ､ｬ｡｢ｼ遉ﾋCGM､�ｳ靉ﾑ､ｷ､ｿｹｭｹ�ｳ霹ｰ､ﾋ､ｪ､ｱ､�･ｬ･､･ﾉ･鬣､･�､�ｲ�ﾄ熙ｷ､ｿ｡｣1980ﾇｯ､ﾋｺ�ﾄ熙ｵ､�､ｿ･ｬ･､･ﾉ･鬣､･�､ｫ､�29ﾇｯ､ﾖ､熙ﾋｲ�ﾄ熙ｷ､ｿ､ｳ､ﾈ､ﾋ､ﾊ､�｡｣ｺ｣ｸ蝪｢ｹｭｹ�ｼ遉ｬPPP､茹ｵ･�･ﾗ･�･�･ｰ､�ﾄﾌ､ｸ､ｿ･ﾖ･�･ｰ･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ､�ｼﾂｻﾜ､ｹ､�ｺﾝ｡｢ｹｭｹ�ｼ遉ﾈ､ﾎｴﾘｷｸ､�ﾌﾀ､鬢ｫ､ﾋ､ｷ､ﾊ､ｱ､�､ﾐ､ﾊ､鬢ﾊ､､｡｣

｢｣･ｬ･､･ﾉ･鬣､･�ﾊﾑｹｹ､ﾎ･ﾝ･､･�･ﾈ｡ｧ 

｡ｦｹｭｹ�ｼ遉ﾈｽ�､ｭｼ熙ﾎｴﾘｷｸ､�ﾌﾀ､鬢ｫ､ﾋ､ｻ､�

｡ｦｽ�､ｭｼ熙ﾏｰ�ﾈﾌｾﾃﾈ�ｼﾔ､ﾀ､ｱ､ﾇ､ﾊ､ｯ｡｢ﾃ�ﾌｾｿﾍ､莵ﾝﾇｽｿﾍ､篦ﾐｾﾝ､ﾈ､ﾊ､�

｡ｦﾆ簣ﾆ､ｬ｡｢ﾀｽﾉﾊ･�･ﾓ･蝪ｼ､ﾀ､�､ｦ､ｬ｡｢ｴｶﾁﾛ､ﾀ､�､ｦ､ｬｹｭｹ�ｼ遉ﾈ､ﾎｴﾘｷｸ､�ﾌﾀ､鬢ｫ､ﾋ､ｷ､ﾊ､ｱ､�､ﾐ､ﾊ､鬢ﾊ､､

｡ｦﾂｾｹｭｹ�｡ﾊ･ﾆ･�･ﾓCM､ﾊ､ﾉ｡ﾋ､ﾇｵｯﾍﾑ､ｷ､ﾆ､､､�ｷﾝﾇｽｿﾍ､ｬ｡｢･ﾖ･�･ｰ､ﾊ､ﾉ､ﾇｾｦﾉﾊ､�ｾﾒｲ�､ｹ､�ｾ�ｹ遉ﾏｹｭｹ�ｼ遉ﾈ､ﾎｴﾘｷｸ､�ﾌﾀ､鬢ｫ､ﾋ､ｷ､ﾊ､ｱ､�､ﾐ､ﾊ､鬢ﾊ､､

｡ｦｸｽｶ篏ﾙｵ�､ﾀ､ｱ､ﾇ､ﾊ､ｯ｡｢ｸｽｶ筅ﾈﾆｱﾅ�､ﾎ･筵ﾎ｡ﾊ･ﾝ･､･�･ﾈ､ﾊ､ﾉ｡ﾋ､萠ｵｽ�ﾀｽﾉﾊﾄ�ｶ｡､篦ﾐｾﾝ､ﾈ､ﾊ､�

｡ｦｴ�ｶﾈ､ｬ･ｹ･ﾝ･�･ｵ｡ｼ･ﾉ､ｷ､ﾆ､､､�ﾄｴｺｺｵ｡ｴﾘ､ﾎ･ﾇ｡ｼ･ｿ､�｡｢ｹｭｹ�､ﾋﾉｽｼｨ､ｹ､�ｾ�ｹ遉筅ｽ､ﾎｴﾘｷｸ､�ﾌﾀ､鬢ｫ､ﾋ､ｻ､�