분야
pptxOverview of Company
- History
- Product line
Chapter. 2
Environment Analysis
- industry level
- competitors
Chapter. 3
Marketing Concept
- mindset
- Principle
Chapter. 4
Marketing Strategy
- Family company
- Promotion
- CSR
Chapter. 5
Conclusion
Founder : Samuel C. Johnson
Establish : 1886, Racine, Wisconsin.
Brand : 17 Categories
Country : 70 Countries
Employee : 12,000 employees
(중략)
03 Marketing Concept
Goals and usage situations
- Consumers have goal-derived and usage-specific categories in memory , therefore marketers can attempt to associate products with certain goals and usage situations
Brand preference
- Brands toward which the consumer has positive attitudes tends to be recalled more easily and tend to be included in the consideration set more often than brands that evoke negative attitudes
