brand image now, requiring flexibility and a corporation culture that is open to new ideas with people motivated to contribute.
Plummeting Sales
1) Severe quality problems
-Minimum possible quality score
2.0 by J.D. Power and Associates
-‘Cheap price, low quality’ image
2) Cannibalization problems for
differentiation only minimal
ex. Elantra over Excel
PREFACE
소비자들이 Category에 관여되어 있는지?
Brand의 기능적 효험을 기억하는지?
광고에 반영된 사회적 이득에 따라 제품을 구입하는지?
소비자들이 다른 압력에 의해 Brand를 전향하지 않고, 특정 Brand에 집중하는지?
HERBAL제품에 관심이 있는지?
HIMALAYA가 어떻게 소비자들로부터 인지도를 쌓
Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more
Corporate Congruence.
Long time know-how accumulated.
Positive image of the parent company to target the
effect of brandextension strategies.
Positive image effects of Family Brands cheongjeongwon.
Doosan is the main industries Heavy Industries & Construction
Listen to the opinions of our customers and
develop a products, service.
Indirect physical contact, Direct physical
toward markets for specific area and the globalization of cosmetics industry. That is, comparison and analysis between the female college students of Korean and Thailand.
5)a present condition of cosmetics market
-The condition of market in Korea
Because of relaxation of regulations like an allowance for foreign cosmetic and complete opening of market, the major brand-name manufacturers hav
1. Tokyo Disneyland
1) Background
High economical efficiency
Theme park for family
Strong brand preference toward
Disneyland
2) Growth
1983- Tokyo Disney Land open
2001- Tokyo Disney Sea open
2004- Profit (18,900,900yen)
The best theme park(Women’s choice)
3) Success factor
High repeater ratio
Convenient accommodation
High customer consumpt
customer groups and aligned to customer requirements. To support this organisational change, an IT structure was required which allows
A standard view of customer data,
continuous process support from customer contact to subsequent processing and transaction execution,
the integration of the existing transaction-orientated banking system without further extensive
extensive conference centers and wedding halls. Guests may also relax and partake in a cultural experience through the many wonderful accommodations. Walkerhill has the finest casino in all of Seoul. In 2000 the Duty-free store opened with top name brands. on March 2001, they opened transit hotel named Air Garden Hotel (Room size 90 rooms) in Incheon international airport to diversify the busines
toward more like café. Young-Cheol Lee wants to expend its target customer base and eventually shift his brand value to upper level. The main question here is ‘Does Young-Cheol burger manages its quality of products and service that are capable of moving up next level?’ We will measure the company’s current performance using the criteria of Malcolm Baldrige Award for a systems approa
brand name.
During the recent decades a core hospitality service offering aimed at rendering of services was conducted through different types of brochures, booklets and advertisement. These vocational facilities attract huge quantity of holidaymakers from all over the world, cultures and vocational standards.
This activity, driven by tourists needs of better quality has made the companies inv