persuasive enough to gather lots of foreigners, so as a result the number of visitors is not much increasing. Therefore our team will try to give creative and fresh consultancy to achieve rapid growth of Seoul tourism.
2. Situational analysis
a. Macro Environment
As global economic crisis has recovered (refer figure 3-a-1), we expect more people will visit Seoul in 2010. And many westerners
Introduction
Today’s China
Before we elaborate on our subject, we thought it is important to understand about the present situation of China. Thus, by comparing both China’s current and expected future situation, we’ve divided our sub-directions.
After implementing an open economy, China has been rapidly developing and eventually, they took a pos
3. Brand positioning
- To make a comparison, the other big domestic competitor, Asiana Airline, appeals to emotions through comfortable, tender atmosphere. On the other hand, Korean Airline is aiming to improve customer satisfaction under the basic duties of Korean Airline by appealing with a perfection, quality, thoroughness, convenience.
- With a perfect and best image, Korean Airline striv
of A’s bluffing. This game structure is called, ‘Bluffing Game’. The game table in Bluffing game is here.
Table 3. Payoff table of bluffing game
A B Cooperate No Cooperation
Cooperate (3,3) (1,4)
No Cooperation (4,2) (2,1)
(3) Bully game
In the chicken game, B’s preference is same as that of the dead-lock game, and A’s preference is that of the chicken
What’s the main driving force behind human being’s decision? In other words, what really motivates a person to act in that way? For instance, suppose you started a certain company and soon you’ll be finding yourself putting together a bunch of departments and naming them as marketing department, sales department, public relations department, finance department and so on, without even thinki
Credibility is the cornerstone of effective persuading.
The best case is persuade people with expertise and relationship
It is process of identifying shared benefits.
Case1. Fries and Barry
Used literal description with the analogy
Made concrete and memorable
Case2. Speech by Mary Kay Ash
Draws on vivid analogies to illustrate the business conduct she values.
of pizza price so that consumers can enjoy
various and delicious pizza without burden. An ultimate goal of Imsil Cheese Pizza is to increase
market share to 10 percent and make sales of growth. And Imsil Cheese Pizza is planning to extend
their market power to China, Southeast Asia as well as Korea pizza market.
2) Current marketing strategy and performance.
Foreign pizza compan
of exercising collective will)’라고 논쟁함.
- 공산사회주의는 개인과 사회공동체의 역할의 책임을 동시에 강조함.
The moral senses
- 도덕성에 관한 논쟁은 가장 기본적인 이슈로 부각되고 있음: “인간본성에 보편적인 것은 무엇인가? 사회의 경제적․사회적 발달, 인종, 성, 문화에 상관없이 세대를 넘
1. An outline of a nation
A. Characteristics of a nation
a. Language
Spain’s official language is Spanish (español). It is spoken by the vast majority of its people. Spanish has two major dialects—Andalusian and Castilian—which differ in their pronunciation of certain sounds. In a number of regions of Spain other languages are also important. Catalan, a relat
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