Intentions: 커뮤니케이션이 의도하는 바람직한 방식으로 행동할 것을 계획해야 한다.
6. Behavior: 커뮤니케이션이 의도하는 바람직한 방식으로 실제적인 행동을 해야 한다.
Role of Multiple Communications
- 경제학 이론의 관점
마케팅 커뮤니케이션 예산이나 커뮤니케이션 옵션을 선택할 때는 한계 소득 과
behaviors of communication, culture, and decision making, we can determine how these concepts have made this corporation successful.
1. Starbucks
(1) Company History
Starbucks opened its first location in Seattle’s Pike Place Market in 1971. Howard Schultz, owner and chairman, joined the company in the early 1980s and purchased it a few years later. It was during his travels to Italy that
Communication
The weakest point of The Coffee Bean & Tea leaf is the lack of brand awareness. Through active communication with customers, the company will be able to promote its sales.
• Use Mass Media, Social Network Service, etc. Many people are intent on such services as Twitter, Facebook, Cyworld, net-cafes, etc. Active communication using these media will make customers more informe
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 Interests Opinions Geographic’s characteristics
Work Family Themselves Age
Hobbies Home Social issues Education level
Social Event Job Politics Income
Vacation Community Business Occupation
Entertainment Recrea
Role playing
Diversion
Self-gratification
Learning about new trends
Physical activity
Sensory stimulation
Location
Nature and quality of assortment
Price
Advertising and promotion for Positioning of the Retail Brand
Sales personnel
Services offered
Physical store attributes
Nature of store clientele
Point-of-purchase displays
Consumer logistics
(1) Location