럭셔리마케팅,명품마케팅,명품마케팅전략,명분마케팅분석,럭셔리마케팅전략,럭셔리마케팅분석,영문마케팅,영어마케팅
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소개글
럭셔리마케팅,명품마케팅,명품마케팅전략,명분마케팅분석,럭셔리마케팅전략,럭셔리마케팅분석,영문마케팅,영어마케팅
목차
Definition & Demography
Factors - Price
Factors - Perception
Factors – Brand Personality
Factors - Experiences
Conclusion
본문내용
Consumer Behavior Team Project, 2009 Fall
[ Luxury good? ]
As an University Student,
* Definition of LUXURYGOOD
Consumer Behavior Team Project, 2009 Fall
[ Luxury good? ]
As an University Student,
* Definition of LUXURYGOOD
Consumer Behavior Team Project, 2009 Fall
* Definition of LUXURYGOOD
[ Masstige ]
Masstige is a marketing term meaning downward brand extension. The word is formed from the words mass and prestige and has been described as prestige for the masses.
The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.
From Wikipedia
Consumer Behavior Team Project, 2009 Fall
* Definition of LUXURYGOOD
Consumer Behavior Team Project, 2009 Fall
* Definition of LUXURYGOOD
[ Luxury good? ]
As an University Student,
A luxury good or Prestige good is a product for which a majority of its products are luxury goods. It may also include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods. From Wikipedia
Consumer Behavior Team Project, 2009 Fall
* Factors
Consumer Behavior Team Project, 2009 Fall
1. Factor I : Price
[ Price Of Luxury Goods? ]
\ 1,000,000
Absolute Threshold
참고 자료
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