딤배회사 마케팅전략(영문)

딤배회사 마케팅전략(영문) 딤배회사 마케팅전략(영문).docx 목차 목 차 Ⅰ.Description of Tobacco Marketing Issue Ⅱ.Analyzation (1)The Harmful Effect of Smoking (2)Smoking as Social Actions (3)Marketing Strategies of KT&G Ⅲ.Opinion and Solution for the Problems 본문 According to the report of WHO (World Health Organization) in year of 1999, the world’s smoking population was counted as more than a billion, and yearly four million of them die because of smoking. WHO estimated that more than ten million populations will die because of smoking by the year of 2030. In the year of 1997, among people who were diagnosed with lung cancer, eighty-five percent of people’s main cause was smoking. Among these smoking populations, Korean male’s smoking rate was 68.2% which was the highest in the world. More than twenty percent of populations are dying due to cancer, and the lung cancer has increased to ninety percent within ten years. Ministry of Health and Welfare of Korea stated that more than 35,000 people die because of smoking annually. This isn’t small amount of people at all. Then how come people smoke even though its effect is brutal and harmful? It can be understood with smoking as social actions which depend on socioeconomic status. (2)Smoking as Social Actions “ reason for the limited potential for individuals to shape their lifestyles in ways which are presumed to be desirable is that all social actions are grounded in and constrained by social circumstances.” (Nettleton, p.51) “Socioeconomic status also plays an important role in the stress process. The lower class is characterized as being subject to the most stress and having the fewest resources to cope with it”(Cockerham, p.102) 소득수준별 흡연율 (자료: 한국보건사회연구원, 2002) Depends on social and economic status, people are different in how healthy they are. As income inequality is related to health inequality, damage from smoking also can be different between classes. From the graph above, people who make below two million show higher smoking rate than who earn more than two million. This graph exactly shows that smoking rate decreases while income level increases Also among the mortality rate of lower class people from the lung cancer, seventy-five percent of the rates get cancer because of smoking, which is 2.3 to 8.1 times higher than that of higher class. (한국일보 2009.11.10) This fact can be understood with the differences in socioeconomic status. Depends on income or education, people participate differently in smoking. In general, people who have higher income can enjoy lots of entertainment to cope the stress they get like sports or high-class hobbies. However, to lower class, not many choices are give compare to what higher class people can have. Lower class spends most of their income for living expenses so that they do not have enough money to spare. In addition, education is also a decisive factor. People who are highly educated are more knowledgeable about the harmful effect of smoking. They have more access to get information from their peers around them and more concerned about their health. On the other hand, less educated people JUST know about that smoking is bad for health. With the marketing and the advertisement from the tobacco company, they are not fully aware of how dreadful smoking 본문내용 co as a consumer product can vary wildly across different countries and cultures. This distinction is especially evident when one compares South Korea to developed foreign countries such as Canada and the US. While tobacco firms in other developed countries try to actively curb consumption and warn consumers of the inherent dangers of smoking, South Korean tobacco companies do relatively little in