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Vol.32, No.0, 31 ~ 41, 2011
Title
Case study on products` differentiation
도화용 Toh Wha-yong
Abstract
Companies in the modern era continue to make efforts to secure consumers by using mass media for promotion strategy and by conducting events to prove their products` excellency through direct contacts with consumers in some cases with the purpose of differentiation of products. The purpose of differentiation is to make profits but the expression of differentiation starts from development of many desires coming from the inner aspects of human beings. As explained in theory of hierarchy of needs by A. Maslow, when needs in low hierarchy are met, desires in high hierarchy emerge. When the highest desire emerges to be met, tastes of people become more diversified and manufacturers continue to make efforts to pursue differentiation even of identical products in order to satisfy consumers` needs that are hard to please.
Key Words
차별화 방법, 소비자 욕구, 이윤추구, Differentiation method, Consumer needs, Profit making
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