[마케팅] Marketing - coca-coal company

소개

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목차

1. Introduction
2. Information Background
3. Products of Coca-cola
3.1 The position of different kinds of coke
3.2 The most important product
3.3 Characteristics of product
3.4 Product-line decisions
3.4.1 Product-line analysis
3.4.2 Product-line length
4. Marketing communication
4.1 Communication mix of Coca-cola
Advertising
Sales promotion
Public relation
4.2 Advertising is the most important for communication mix
4.3 How the communication mix fit the target and positioning strategies
5. Recommendation
6. References

본문내용

The purpose of this report is for us to think more deeply about how marketing can help a company be more successful. We research company in real world to have better understanding of marketing concepts with using many resources. In this report, we will discuss about products and communication mix of coca-cola, two of the marketing topics are from our company research. Both topics also are the ones the most critical for the company’s continued survival and growth.
We will be going to analyze and estimate what the position and situation the company is now and recommend what the company should do in the future, in order to make the company achieve the business goals, such as, make profit.....

참고자료

· Kotler, 2003, Marketing Management, Pearson Education International, Upper Saddle River, New Jersey
· Unknown, 2004, ‘Coca-Cola Company’, WetFeet, viewed 22 Jan 2004, <http://www.wetfeet.com/asp/companyprofiles.asp?companypk=22>
· Unknown, 2004, ‘2002 Annual report’, Coca Company and Subsidiaries, viewed 22 Jan 2004, <http://www2.coca-cola.com/investors/annualreport/2002/pdfs/ar02_download8.pdf>