Marketing Korea : Updating 1988

Marketing Korea : Updating 1988

  The presentation is based on two studies.The first study carried out in 1988 summarizes the impact of the Seoul Summer Olympics.It focuses on the public perceptions of South Korea as a tourist site and source of products in the minds of U.S. consumers and interprets a model of stages in marketing development.These stages range from regarding countries primarily as sources of raw materials and cheap labor to expectations of quality and creativity. The second study updates those results by noting the views of young U.S. consumers in 2006.The study also observes the current status of brand competition in the global market by comparing the perceptions of South Korea with those of other Asian and European countries as sources of products and as tourist destinations.