characteristics), 물리적 특성(physical characteristics), 그리고 상황적 특성(situational characteristics)등과 같은 세 가지 범주로 분류하였는데, 인적 특성이란 동일한 제품에 대해 사람마다 다르게 인식하고 상이한 관여 수준을 갖는 것을 말하고, 물리적 특성이란 제품군내의 제품차이와 관련이 있는 것이고, 상황적
one of very important strategic model is 'Consumer buying behavior model'.
- As 'Consumer buying behavior model', marketers must preferentially consider motivation.
Implication
- First, What are they thinking?
Second, What emotions are they feeling?
Third, What's the marketing way of using to give buying motivate to them?
- marketers can affect consumer's decision making.
A murder case
20s male killed by teenagers around Shinchon station
Harmful effect of minor culture
Became public opinion issue
Shinchon murder case
-> The conflict within online community could easily effect on reality.
-> Fantasy culture do not has only negative influence
but when distorted action come to reality it could be problem
The characteristic of ghost community
Characteristics of Industry
Advanced design based on knowledge-based industries
Precision processing and digital electronics technology
convergence industry
Without pollution urban industry
Brand and trendy fashion industry
Sensitive industry in economic fluctuation
Representative small company oriented industry
Community-type industry w
Supplement of 나영석 PD leadership
The answer is ‘sensitive leadership’!!
<4 Steps : Constructing of Sensitive Leadership>
Relationship
of 1:0
①Self control
Knowing own emotion, Control and adjust
Relationship
of 1:Many
②Constructing
trust in the eeorganization
Constructing trust as leader's consistent behavior
Relationship
of 1:1
③Individual rrrrconc
High uncertainty avoidance
At 85 South Korea is one of the most uncertainty avoiding countries in the world. Countries exhibiting high uncertainty avoidance maintain rigid codes of belief and behavior and are intolerant of unorthodox behavior and ideas. In these cultures there is an emotional need for rules (even if the rules never seem to work) time is money, people have an inner urge
by race, gender, age and so on. Then, diversity is divided into two different levels. The first one is Surface-level diversity which means differences in easily perceived characteristics. For example, gender, race, ethnicity, age, disability and others are included in surface-level. The other one is Deep-level diversity which is difference in values, personality and work preferences.
emotional relationship. Social relationship is mainly achieved through Social Networking Services marketing, where businesses actively communicate with consumers and apply their responses directly to their marketing strategies. Brand relationship is related to a form of marketing where more specific form of contents is delivered to consumers through platforms like YouTube, smartphone services, an
Beliefs on Quality
They to make it their goal to keep promises to their customer: The best quality and service means being the most competitive Services managed with genuine interest, and concern.
Hyundai has a long-term vision of “innovation for the customer”
1. Philosophy that prioritizes customer satisfaction
2. Goal of high-value that improves brand and emotional connection
confers a great honor upon a musician
Motivating people in a music field
☞ Leading to the development of music
Industry
Speech in music awards
Various kinds of speech is always given in music awards
SPEECH reflects the characteristics of music awards
: honor, gratitute, joy, celebration..
According to the countries, different speech patterns are shown