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#Case Study
Godiva’s Two-Way Marketing
Mass-produced premium
Updated: 2022.12.19
3 min read · Intermediate
material_image
Godiva’s Two-Way Marketing
세계 3대 초콜릿 ‘고디바’의 마케팅
Articles
EXCLUSIVE INTERVIEW with GODIVAHow Godiva’s New Business Strategy Drives Growth And Advances Social Change
Videos
GODIVA IS CHOCOLATE - Classic Gold :30 AdGodiva CEO: 'We adopted an omnichannel strategy'Godiva CEO discusses making luxury chocolate more available through consumer package goods and cafes
Discussion Questions
Q1
In your own words, please briefly summarize the article.
여러분의 언어로 교재를 간단히 요약해 주세요.
Q2
Do you like chocolate?
초콜릿을 좋아하시나요?
Q3
Are you familiar with Godiva or its marketing strategy?
고디바와 고디바의 마케팅 전략에 대해 잘 알고 계신가요?
Q4
Why do you think Godiva emphasizes its Belgian heritage?
고디바가 벨기에 유산을 강조하는 이유는 무엇이라고 생각하시나요?
Q5
How do companies approach different markets around the world? How do they vary their strategy to cater to local audiences?
기업들은 전 세계의 다양한 시장에 어떻게 접근하고 있을까요? 현지 고객층을 만족시키기 위해 전략을 어떻게 달리할까요?
Q6
What would you do differently if you were a C-level exectuive at Godiva?
만약 어러분이 고디바의 최고 경영진이라면 어떤 점을 다르게 하시겠습니까?
Q7
If you have a question or questions that you'd like to discuss during your class, please write them down.
궁금한 점이 있거나 수업 중에 얘기해 보고 싶은 질문이 있으면 적어주세요.
Expressions
attribute
to credit as being the cause of
Ví dụ
1

The company’s success this quarter can be attributed to her great leadership and decision making skills.

Ví dụ
2

The downfall of the empire is attributed to the famine that weakened their soldiers during the war.

take over
assume control of something or buy out a company
Ví dụ
1

Barns and Nobles took over the bookstore around the corner—it’s under interior construction now.

Ví dụ
2

1938 is the year when the Nazis took over.

brick-and-mortar
operating based on physical stores
Ví dụ
1

The rise of online shopping has caused traditional brick-and-mortar businesses to adapt.

Ví dụ
2

Brick-and-mortar stores were hit hard by the COVID-19 pandemic.

take advantage of
make full use of something / to make unfair demands of someone or something…
Ví dụ
1

There’s no reason not to take advantage of all of the grants this university provides us.

Ví dụ
2

Sometimes I feel like he was just taking advantage of me. I made so much more money than him, after all.

본 교재는 당사 편집진이 제작하는 링글의 자산으로 저작권법에 의해 보호됩니다. 링글 플랫폼 외에서 자료를 활용하시는 경우 당사와 사전 협의가 필요합니다.
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