Consumer Behavior 중간고사 대체 리포트 A+ 자료입니다.

소개

consumer behavior(소비자 행동) 중간고사 대체과제 리포트입니다.
수업 내용을 잘 녹여서 A+ 받았던 리포트입니다.
주어진 문제에 개념과 자신의 생각 또는 예시를 적어서 내면 됩니다.
정확한 평가는 알려주시지 않았지만, 개인적인 추측으로는 슬로건 부분과
제 생각이나 아이디어를 창의적으로 내어 좋은 평가를 얻을 수 있었다고 생각합니다.
개념과 함께 '이렇게도 생각할 수 있구나' 라며 새로운 관점을 얻을 수 있기 위한 좋은 자료입니다.

목차

1. Q1. What is “Better Mousetrap” Fallacy? Explain the term and discuss implications of this term.
2. Q2. Assume you are planning to open a new restaurant near SKKU campus.
3. Q3. Create an advertising slogan for a pair of running shoes, which stresses one of the levels of Maslow’s hierarchy of needs. Write down the slogan that you came up with and explain which level of Maslow’s hierarchy of needs it is related to.
4. Q4. Think of a brand that you are interested in. What market segment(s) is served? What is (are) the segment(s) based on? Discuss whether and how it meets the criteria for good segmentation. Can you identify an alternative segment that this brand can potentially target to? Explain.
5. Q5. For each of the two following personality characteristics, define the term and discuss a consumer behavior example that exhibits the characteristic.

본문내용

Q1. What is “Better Mousetrap” Fallacy? Explain the term and discuss implications of this term.
“Better Mousetrap Fallacy” means marketing myopia where firms heavily focus on their product or service they produce, not consumers who use it. The term is originated by a company that produced mousetrap.

<중 략>

Q3. Create an advertising slogan for a pair of running shoes, which stresses one of the levels of Maslow’s hierarchy of needs. Write down the slogan that you came up with and explain which level of Maslow’s hierarchy of needs it is related to.

Slogan: “Stop ruining knees, Start running” - This slogan is related to Safety and Security Needs in Maslow’s hierarchy of needs.

참고자료

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