means the process of imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.
4. Brand Extension Strategy
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a differen
Brand Portfolio는 소비자의 구매 결정에 어떤 역할을 하는 모든 브랜드들을 포함. 한 기업에 의해 소유되는 브랜드의 구성원을 제한하지 않음
델 컴퓨터의 브랜드 포트폴리오의 한 부문으로 인텔
Brand Portfolio Management는 활동적이고, 선점효과를 발휘할 수 있으며, 모든 것에 우선
Brand Portfolio Management Manage
1. 기존 경쟁회사의 재편
1) Diageo Korea 출범 : 제품 구색의 다양화 및 유통 장악력 증가
2) Pernod Ricard :2015신제품 출시 계획
2. 신규 경쟁업체 등장
1) KD : 18년산 위스키를 OEM으로 시장에 진입할 계획
2) Others : 프랑스,스웨덴 회사들 직진출 준비
“공격적인 음주 문화를 규제하기 위해선 술 광고를 반
Ⅰ. 서론
Buzzell과 Gale의 실증연구(1987)에 따르면 선발기업이 높은 시장점유율을 보이는가의 여부는 규모의 경제(economy of scale) 효과에서 가장 크게 좌우된다. Buzzell과 Gale은 이러한 규모의 경제를 최소효율 생산규모(minimum efficiency scale)로 측정하고 있다. 즉 기존기업들에게 해당 산업에서 신규로 진입
[Intro: Concepts and Examples of Globalization and Regionalization]
1. Globalization
1) Concept
- The process of increasing interconnectedness between lots of societies all over the world.
- The Events in one region of the world have effects on peoples and societies far away.
- The spread of ideas, cultures, and information is faster than ever through development of communication and trans
meanings
Economy has a great importance on each nation
Money is one of the main incentives for the nations to behave and interact with other nations
Diverse factors of
East Asia Economic Regionalization
ASEAN is the organization to accelerate the economic growth, social progress and cultural development in the region through joint endeavors in the spirit of equality and partnershi
① Contraction with “not”
(3) a. He shouldn’t see her.
b. *He worksn’t with her
→ Main verbs cannot contract with not.
(4) a. He may not come.
b. *He mayn’t come.
c. We shan’t be very long.
d. We won’t be very long.
→ May cannot contract with not.
Shan’t exists only in British English.
② Subject-aux inversion in yes/no questions &
tag questions
The tofu war (Pulmuone vs CJ Cheil-jedang)
1) Tofu Market with Competition
①The scale of tofu market in Korea
Tofu market grows gradually following consumer's increasing interest on health.
After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing.
Our target is also wrapped tofu in two companies, Pulmuone and CJ
Ⅰ. Introduction : The tofu war(Pulmuone vs CJ Cheil-jedang)
1) Tofu Market with Competition
① The scale of tofu market in Korea.
(From : CJ)
- Tofu market grows gradually following consumer's increasing interest on health.
- After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing. Our target is also wrapped tofu in two companies, Pulmuone and CJ 제
1. 임파워먼트의 형성배경
임파워먼트는 시민권리운동, 흑인 투표권 저항운동, 노조활동, 민권운동단체, 여성해방운동 등 주로 의식변화와 함께 등장했으며, 1940년대를 기점으로 정치학과 사회학의 분야에서 먼저 출발한 개념이다(Vogt & Murrell, 1990; 박내회, 1997 재인용). 이 개념은 당시 대중매체와 인