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Consumer products are products and services for personal consumption Classified by how consumers buy them Convenience products Shopping products Specialty products Unsought products
Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
Brand is the name, term, sign, or design—or a combination of these—that identifies the maker or seller of a product or service
Brand equity is the differential effect that the brand name has on customer response to the product and its marketing
º»¹®³»¿ë opyright2009 Pearson Education, Inc. Publishing as Prentice Hall PAGE:2 Product, Services, and Branding Strategy What Is a Product? Product and Services Decisions Branding Strategy: Building Strong Brands Services Marketing Topic Outline Chapter 8 - slide * Copyright2010 Pearson Education, Inc. Publishing as Prentice Hall PAGE:3 What Is a Product? Product is anything that can be offered | |
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¤ýMarriott, J. Willard(1999),¡º¸Þ¸®¾îÆ®ÀÇ ¼ºñ½º Á¤½Å¡», ¼¼Á¾¼Àû ¤ýAaker, David A(2001),¡ººê·£µå ¸®´õ½Ê¡», ºê·£µå¾ØÄÄÆÛ´Ï ¤ýÃÖÁ¤È¯, ÃÖÁ¾ÇÐ(2002),¡ºµ¥ÀÌÅͺ£À̽º ¸¶ÄÉÆá» ¤ý´ëÇÑ»ó°øȸÀÇ¼Ò °æ¿µÁ¶»çÆÀ(2005),¡º¼ºñ½º ºÎ¹® ¼¼°èÀÏ·ù »óÇ°ÀÇ Æ¯¼º°ú ½Ã»çÁ¡¡» ¤ýÀÌÁ¾È¯(2004), ¡º¸Þ¸®¾îÆ® È£ÅÚÀÇ °æ¿µÀü·«¡» ¤ýMarriott International(2005),¡ºAnnual Report¡» ¤ýFinancial Times(2004),¡ºGrobal 500¡» ¤ýhttp://www.marriott.com
¤ýhttp://www.businessmajors.about.com
¤ýhttp://www.hotelresturant.co.kr
¤ýhttp://www.cultour.co.kr
¤ýhttp://www.alacrastore.com/mergers-acquisitions/Marriott_International_Inc-1065110
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