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
3-1. Change in the view of consumer decision making process
The assumption on the culture marketing is that consumers do not show only rational thinking process to consider the purchase. That is, the emergence of culture is based on the change in the view of consumer decision making process.
The traditional view of the consumer’s decision-making process is divided according to whether con
consumer alike is the Internet's ability to be an interactive direct-response marketing channel to move goods and services. The sale revenue for offline teleshopping, including telephone marketing, TV, and radio, totaled an estimated about $530billion. This compares with online retail saled revenue of $53 billion, which is scarcely 10% of its offline counterpart.
Nonetheless, online sales revenu
1. Value proposition
Intended to style-conscious cell phone consumers who would like to browse the Internet and enjoy entertainment to-go, the iPhone is a smart phone that combines a web browser, email, iPod and personal computer into a single, fashionable, easy-to-use device.
The following strategy canvas illustrates how the iPhone differentiate itself from the BlackBerry Pearl (a smart phon
Introduction
An innovative product which is able to meet latent consumer’s needs is usually loved by a majority in the market. Sometimes the effect is so strong that it changes even consumer’s lifestyle. Cell Phone has changed the way we talk over the phone and MP3 has changed the way we listen to music. So if company introduces its new and innovative product successfully to the market,it
Introduction
Person's character, behavior, and personality are individuals, each. but Curiously, each of the actions of other people also have a common denominator. Eventually it has a similar desire to form a similar attitude. Based on these facts, with interest from the position of consumers and businesses in the market in Present or the near future, the collective actions of consumers, in oth
3. 쇼핑중독의 유형
(1) 병적인 소비의 4가지 유형(소비병 환자 pathological consumers) (Valence등, 1988)
① 감정반응형 소비자(emotional reactive consumer)
물건이 지닌 상징성을 중요하게 생각하여 구입동기가 감정적이고 보상적인 동기를 가 진다(ex: 어린 시절에 형제에게 빼앗겼던 인형과 비슷한 모
1. What did 'good price marketing' have any marketing technique?
Recently, the good price chicken was the part of the emotional marketing. This marketing technique made the use of consumers’ emotion. The price marketing is the one of the best method to attract consumer.
Especially, that more happen when the prices is unstable and Economical situation is depressed.
Because of this, Walmart h
2004: New attribute link line (Emphasis on ‘11 galenical ingredients’)
An ad named <11 galenical ingredients> of Gas WhalMyungSu in 2004 emphasized on its utilitarian function to inspire positive attitude from consumers. Unlike previous ads (highlighting on its use situation, efficacy or Bu-chae etc.), they intended to add new attribute link line (11 galenical ingredients) in consumers’ me
Abstract
This report deals with an interesting new trend in marketing, namely flawsome marketing. This term sits as part of a bigger trend towards human brands, it in terms of that consumer don’t expect brands to be flawless. In fact, consumers will embrace brands that are flawsome: brands that are still brilliant despite having flaws, even being flawed can be awesome; Brands that show some em