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[마케팅] 역 포지셔닝 마케팅 사례 연구(영문)

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레포트 > 경제경영계열
2012.09.20
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[마케팅] 역 포지셔닝 마케팅 사례 연구(영문)에 대한 자료입니다.

Ⅰ. Introduction

1.1 The reason why we chose this topic
1.2 The concepts and definitions of the Reverse positioned marketing
1.3 Comparison with existing marketing strategies

Ⅱ. Body

The cases of the Reverse positioned marketing
2.1 JetBlue Airways
2.2 In N Out Burger
2.3 Google
2.4 IKEA

Ⅲ. Conclusion

3.1 Characteristics of Reverse-Positioned marketing
3.2 Problems and solutions of Reverse-Positioned marketing
3.3 The suggestion

Ⅳ. References

본문내용

Ⅰ. Introduction
1.1 The reason why we chose this topic

Today, companies said they have done the differentiation strategy, but only to add new features to the product and try to increase the kinds of products. The blind differentiation strategy for differentiation finally has results that making similar or same products. It just imitates each other in the similar strategies. It's not the real meaning of differentiation, but it is just the work of making common products.

Let me show you about the example of Shinramyun, Kohkohmyun as differentiation. Focusing on the thinking that instant food is not good for health, Shinramyun Black is differentiated with using ethmoid soups strategy to differentiate on the health. However, it isn't noticed to the customer and disappeared in the market. On the other hand, Kohkohmyun is focusing on the flavor. It is consisted of white soups instead of red soups. Making new flavor, it takes place in the market. It is the example that how knowing the core characteristic of products is important.

Then, how can we make real differentiation. The author of Different, Youngme Moon, shows three methods of real differentiation. It is deviation brand that present an entirely new category, hostile brand that targeting consumers showing cynical manner and reverse positioning brand determinated forward other way which is not expected to customer through the unique idea. Among the three ways, we expected what is reverse positioning brand, how to be used in which forms in the markets and how to be developed in the future. Specially, as it is difficult to define the definition clearly, we will help understanding through the various examples.

참고문헌

1. [Different, Youngme, Moon 2010 p.139]
2. [Different, Youngme, Moon 2010 p.139-140]
3. Wikimedia Foundation, Inc. http://www.wikipedia.org/
4. Hohyeon, Ryu, LG Economic Research Institute, 2007
5. http://cafe.naver.com/flytogether/11281
6. (CAPA,2008)
7. [Different, Youngme, Moon 2010 p.142], http://jag31000.blog.me/10120867853
8. (TREASURE HUNT, Michael J. Silverstein, John Butman, ‘http://in-n-out.com/’)
9. http://vnscommkwon.blog.me/10134789894, Vince Sherpas
10. http://www.consumerreports.org, Consumer reports
11. Gihun, Lim , http://news.moneta.co.kr , 2011
12. [Different, Youngme, Moon 2010 p.152, p.153]
13. http://www.google.co.kr/intl/ko/about/corporate/company/, Google about corporate
14. [The Google Story, Vise, David A. 2008]
15. Wookjun, Kim, "Google's mobile advertising service trends", KISDI, 2011, Broadcasting and Communications Policy No. 23 No. 21.
16. [Different, Youngme, Moon 2010 p.135, p.138]
17. 2009.06.01, Tom Spring , PC World(http://www.itworld.co.kr)
18. comScore qSearch, January 2008
19. http://ko.wikipedia.org/wiki/%EC%9D%B4%EC%BC%80%EC%95%84,Wikimedia Foundation, Inc.
20. http://ironmandaeik.com/xe/32213/e25/trackback
21. [Different, Youngme, Moon 2010 p.145, p.146,p.147] , [Word of mouth marketing, Sernovitz, Andy 2006]
22. [Different, Youngme, Moon 2010 p.149, p.151,p.154,p.155,p.156]
23. [Different, Youngme, Moon 2010 p.157, p.158]

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