Motivation 동기부여
- 결핍한 마이클이 동기부여를 통한 자아실현까지 이루는 과정 중심으로
무언가 결핍을 느끼는 개인은 이 결핍을 채우고자 하는 욕구를 가지게 되고 욕구충족을 위해서 주위를 탐색하게 된다. 마이클 오어는 약물 중독자인 엄마에게서 태어난 후 세상의 냉대와 무관심 속에 불
Consumers must feel that the choice they make at The Coffee Bean & Tea Leaf is relevant to making good and beneficial decisions in their lives.
• Many choose to drink coffee and related products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can promote that tea products are ultimately a good-tasting and beneficial
Reference group
Group affecting directly or indirectly convention venue selection or participation behavior
Marketers will be able to establish competitive marketing strategy by analyzing the impact of consumer behavior by others.
*Important feature of the reference group
Even when not in actual contact with the group, reference group can give individuals a big impact
Activities Inte
consumers. In addition, seasonal tumblers are released. Also, in the late of year, Starbucks offer ‘Starbucks Diary’ through sticker event.
Pascucci: Pascucci is offering reserving service and discount through partnership with many credit card companies.
Caffe Bene: The most famous Caffe Bene’s marketing strategy is an advertisement that appears in very famous entertainment media. Throug
Sources of consumer knowledge can be classified along two major dimensions
Personal versus Impersonal
: Whether or not the knowledge source is
another human being
(2) Business-controlled versus
Non-business-controlled
: Whether or not the knowledge source
originates from the business community
Consumers have more faith in knowledge sourc
Skin Balancing makeup products
Look like a good skin -> Make a good skin
Makeup products expected to be associated with anti-aging makeup products
housewives are the prominent users
Users, when compared to the entire cosmetics users, are highly educated and have good jobs (professional / office / service).
The highest proportion of buying luxury cosmetics is in one’s 20’s.
2) Masstige
Masstige is a marketing term meaning downward brand extension. The word is formed from the words mass and prestige and has been described as prestige for the masses.
The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and t
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
perception through campaigns
① 'Stop AIDS' Campaign in Switzerland
The campaign which was launched in 1987 aimed to increase condom use(for prevention), reduce discrimination against HIV/AIDS positive people, and to strengthen the solidatry between the HIV/AIDS infected and the non infected. The message was delivered through newspapers, magazines, TV, radio and other sources of media and its
ELM (Elaboration Likelihood Model ) Model
-The Point of Provision : information of the product = Slightly salted pizzas for woman
ex) Potato Gold
-The Around of Provision : Executive provision.
For Example , in advertisement models, music so on = Attractive femals model or
male model bewiched with woman , emphasize that it is the pizza for
woman Repeatedly using of the phrase