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Friday, January 16, 2015

SC존슨 마케팅 전략 (영문)-- Marketing Concept,Goals and usage situations,Consumers have goal-derived and usage-specific categories in memory , therefore marketers

SC존슨 마케팅 전략 (영문)
SC존슨 마케팅 전략 (영문).pptx


목차
Chapter. 1
Overview of Company
- History
- Product line

Chapter. 2
Environment Analysis
- industry level
- competitors

Chapter. 3
Marketing Concept
- mindset
- Principle

Chapter. 4
Marketing Strategy
- Family company
- Promotion
- CSR

Chapter. 5
Conclusion


본문
01 Overview of Company

Founder : Samuel C. Johnson

Establish : 1886, Racine, Wisconsin.

Brand : 17 Categories

Country : 70 Countries

Employee : 12,000 employees


(중략)

03 Marketing Concept

Goals and usage situations
- Consumers have goal-derived and usage-specific categories in memory , therefore marketers can attempt to associate products with certain goals and usage situations

Brand preference
- Brands toward which the consumer has positive attitudes tends to be recalled more easily and tend to be included in the consideration set more often than brands that evoke negative attitudes
 


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