position strategy)은 1940년대 초에 미국 광고 대행사인 Ted Bates에서 유래되었는데 1960년에 비로소 리브스(Rosser Reeves)는 이것을 발표하여 유명해졌으며 그 창시자로 인정을 받았다. 이 전략의 기본적인 개념은 효과적인 광고는 중요하고 특유한 소비자 편익에 입각해야 한다는 것이다.
독특한 판매 제언은
position)에 관한 인상을 얻는 것이다. 반사적 평가는 준거인과 평가추구자간의 유사성이나 사회적 비교의 대인간 토의욕구를 유발시키는 상황에서 더 잘 일어난다.
또 다른 평가과정인 비교평가(comparative Appraisal)는 준거인들의 적절한 행동을 관찰함으로써 태도, 능력, 신념, 감정과 관련된 자신의 입장
1. GE Introduction
General Electric (GE) is an American multinational conglomerate. In 2011, GE ranked among the Fortune 500 as the 6th largest firm in the U.S. by gross revenue as well as the 14th most profitable. However, the company is currently listed the 3rd largest in the world among the Forbes Global 2000. General Electric was one of the original 12 companies listed on the newly formed Do
01_ Concept & Introduce of CAFTA
· A multilateral free trade agreement
- Observed by the United States, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, and Nicaragua
· Expansion of the NAFTA
- To be a stop towards the FTAA concept.
· An economic success
- Goods & services move more freely
- Duties on most products have been waived
- Value added taxes have been
1. Introduction & Executive summary
Currently market size of Korea Beauty is approximately 1.7 trillion won, which includes skin care products, beauty services, cosmetics, skin care shop, Skin Care Clinic. According to the Economic growth and improving income levels, the country's population using the women's skin care is actually a whole 30.2% of women, which is very close to the ratio of Ja
1. About CONVERSE
1-1.Time Line
1908: Capital investment of $250,000 by Marquis Mills Converse establishes Converse Rubber Co. in Malden, Massachusetts with 15 employees.
1921: Chuck Taylor joins Converse with idea for all star improvement.
1962: Converse develops a low‐cut version of the All Star sneaker, shoe of choice of pro players and those looking for a laid back lifestyle.
1974:
0. Summary
Glaceau Vitamin Water owned by Coca Cola is currently focusing on 10-20s female customers for launching their innovative advertisement. With the fresh image of “water with vitamin,” it became a symbol of modern and healthy oriented life. They had efficiently used story telling marketing method, use publicity and did personal selling in streets at Kangnam station and Garosu-Gill wh
1. Environmental Analysis of the Premium Ice cream Market
Economic Environment
● Expand of the Premium Ice cream Market, premium ice cream companies have continued expand sales channels. Premium ice cream entrenched position as favorite food for four seasons
● Purchasing Power - Floating population of the region located the stores
● Exchange rate
Recent U.S. financial crisis a
Company Introduce
Cold Stone + Creamery
“Cold Stone” brand name for a cold granite stone, “Creamery” is a dairy producing diary products with fresh milk.
→Cold Stone Creamery is a new sense dessert shop which create “fresh ice cream from my own on cold stone”
Ice cream = Creation!
Cold Stone’s Ice Cream is “Creation”
Rich, fresh flavor of ice cream and the customer-cho
Influence of a global evaluation on evaluations of individual attributes of a person
E.g.) if you like someone, you think s/he has other good qualities as well.
The bias is influential.
Appearance
Attire
- Clean
- Wrinkle free
- Appropriate
Smile
Language & Manner
Do not swear
Be positive and open-minded
Eye contacts
Turn off your mobile phones
Do not shake l