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Car study 2007: 8th edition
Car study 2007: 8th edition
Contents
Contents
Methodology
Methodology
Methodology
Methodology
Methodology
Methodology
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Model: fundamental meaning of the car
Appeal value 2005 vs 2007
Appeal value 2005 vs 2007
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Car study 2007: 8th edition

содержание презентации «Car study 2007: 8th edition.ppt»
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1Car study 2007: 8th edition. Study of 29Functional characteristics 2007
the image of 34 car brands and more than brands. Average brands. %. Space.
100 models. Functionality. Looks and comfort. Safety.
2For more information, please contact: Technology. Durability. Advantageous
Tom Meere Consumer Insights Director price. Eco-friendly. 49,6. 46,3. 37,2.
Synovate Censydiam Grote Steenweg 110 2600 37,5. 34,6. 36,8. 20,5. 18,8.
Antwerp Belgium Tel: + 32 3 286 77 00 30Part IV. Positioning models 1.
Tom.Meere@Synovate.com. Emotional 2. Functional.
3Contents. Introduction & 31Part IV. Positioning models 1.
methodology Theoretical framework Emotional 2. Functional.
Positioning brands Positioning models 32Positioning models 2007. Indulging
Information specific to car sector. emotions. Social integration. Social
4Part I. Introduction & affirmation. Controlling emotions.
methodology. 33Models 2007. Small city cars &
5Methodology. N=1862 car owners Web small compact cars. Small family cars
panel Equal distribution of men and women & small monospaces. Medium/large
Quota on socio-demographical family cars & big limousines.
characteristics: age, sexe and language. Medium/large monospaces. Jeeplike.
6Questionnaire. Time online 34Small city cars & small compact
questionnaire: 20 minutes (self cars. Indulging emotions. Lively
completion) Contents questionnaire: spontaneous cars. Energetic sporty cars.
Awareness of brands OR models Perception Young female cars. Social integration.
of brands OR models Emotional parameters Social affirmation. Shy female cars.
Functional characteristics Additional ad Classy status cars. Capable compromise
hoc questions (hybrid technology, In-car cars. Superficial compromise cars.
entertainment, purchase intention) Controlling emotions. Trivial functional
Evaluation of 5 known brands or models per cars. Citro?n C2. VW Fox. Citro?n C1.
respondent Using associative techniques. Toyota Yaris. Lancia Ypsilon. Renault
7Measured associations. 28 emotional Clio. Suzuki Swift. Peugeot 107. Citro?n
parameters. Aggressive Trivial Shy Capable C3. Honda Jazz. Ford Ka. Toyota Aygo.
Dumb Simple Elegant Arrogant Energetic Smart Fortwo. Fiat Punto. Mitsubishi Colt.
Serious Weak Impulsive Young Calm. Classy Nissan Micra. Kia Picanto. Hyundai Getz.
Authoritarian Lively Sweet Masculine Naive Renault Twingo. Chevrolet Matiz. Fiat
Superficial Original Fun Spontaneous Seicento.
Strict Female Characterless Sophisticated. 35Evolution Small city cars & small
835 brands and 135 models. Alfa Romeo. compact cars. Indulging emotions. Lively
Jaguar. Peugeot. Audi. Jeep. Porsche. BMW. spontaneous cars. Energetic sporty cars.
KIA. Renault. Chevrolet. Lancia. Saab. Young female cars. Social integration.
Chrysler. Land Rover. Seat. Citro?n. Social affirmation. Shy female cars.
Lexus. Skoda. Dacia. Mazda. Smart. Dodge. Classy status cars. Capable compromise
Mercedes. Suzuki. Fiat. Mini. Toyota. cars. Superficial compromise cars.
Mitsubishi. Ford. Volkswagen. Nissan. Controlling emotions. Trivial functional
Honda. Opel. Volvo. Hyundai. The cars.
underlined brands/models were not included 36Models 2007. Small city cars &
in 2005. 147, 159. X-type. 207, 307, 407, small compact cars. Small family cars
607, 807, Partner, 107 1007. A3, A4, A6, & small monospaces. Medium/large
Q7, A8. Grand Cherokee. Cayenne. 1, 3, 5, family cars & big limousines.
7, X3, X5. Sportage, Picanto. Twingo, Medium/large monospaces. Jeeplike.
Clio,M?gane, Laguna, Espace, Modus, 37Small family cars & small
Kangoo. Matiz. Ypsilon. 9-3, 9-5. Grand monospaces. Lively spontaneous cars.
Voyager, PT Cruiser. RR Sport, Freelander, Indulging emotions. Energetic sporty cars.
Range Rover. Ibiza, Leon, Altea, Alhambra, Young female cars. Social integration.
Cordoba. C1, C2, C3, C4, C5, C8 Xsara Social affirmation. Shy female cars.
Picasso, Berlingo. IS, RX. Fabia, Octavia, Classy status cars. Capable compromise
Superb. Logan. 2, 3, 5, 6. ForTwo. cars. Superficial compromise cars.
A-class, B-class, C-class, E-class, Controlling emotions. Trivial functional
S-Class, M-class CLS-class, R-class. /. cars. Seat Ibiza. Seat Leon. Honda Civic.
SX4, Jimny, Grand Vitara, Swift. Panda, Peugeot 207. VW Golf. Alfa Romeo 147.
Punto, Doblo, Stilo, Seicento. Mini. Mini. Peugeot 307. Seat Cordoba. Opel
Yaris, Corolla, Avensis Rav-4, Astra. VW New Beetle. Peugeot 1007. BMW
LandCruiser, Aygo Prius. Colt, Pajero. Serie-1. VW Polo. Ford Fusion. Renault
Fiesta, Focus, Fusion Focus c-max, S-max, Clio. Citro?n C4. Audi A3. Ford Fiesta.
Ka, Mondeo, Galaxy. Polo, Golf, Caddy, Fox Opel Corsa. Mercedes Serie A. Renault
Touran, Passat, Sharan, Touareg, Jetta, Modus. Fiat Punto. Toyota Corolla. Suzuki
New Beetle. Micra, X-trail. Civic, Jazz, Sx4. VW Caddy. Fiat Panda. Opel Agila.
Accord. Corsa, Astra, Zafira, Vectra, Renault Kangoo. Hyundai Atos. Citro?n
Agila, Meriva, Signum, Combo. S40, V50, Berlingo. Opel Combo. Skoda Fabia. Mazda
S60, V70, S80, XC90. Getz, Matrix, Tucson, 2. Fiat Doblo. Renault M?gane. Peugeot
Santa-Fe, Atos. Partner. Dacia Logan. Fiat Stilo.
9Models with too few observations. 38Evolution: Small family cars &
Chevrolet. Nubira, Lacetti, Kalos. Fiat. small monospaces. Lively spontaneous cars.
Idea, Croma. Honda. FR-V. KIA. Rio, Indulging emotions. Energetic sporty cars.
Carens, C’eed. Lancia. Musa. Hyundai. Young female cars. Social integration.
Trajet. Mitsubishi. Grandis. Nissan. Social affirmation. Shy female cars.
Qashqai, Note. Classy status cars. Controlling emotions.
10Sample description brands. Trivial functional cars. Capable
11Part II. Theoretical framework. compromise cars. Superficial compromise
12Psychological dimension: “what do I cars.
get out of my car for myself?” Social 39Models 2007. Small city cars &
dimension: “what do I show about myself small compact cars. Small family cars
with my car?”. Model: 2 dimensions. & small monospaces. Medium/large
13Model: fundamental meaning of the car. family cars & big limousines.
Indulging emotions. Social affirmation. Medium/large monospaces. Jeeplike.
Social integration. Controlling emotions. 40Medium/large family cars & big
14Part III. Positioning brands 1. limousines. Lively spontaneous cars.
Emotional 2. Functional. Indulging emotions. Energetic sporty cars.
15Part III. Positioning brands 1. Young female cars. Social integration.
Emotional 2. Functional. Social affirmation. Shy female cars.
16Brand positioning 2007. Indulging Classy status cars. Capable compromise
emotions. Social affirmation. Social cars. Superficial compromise cars.
integration. Controlling emotions. Controlling emotions. Trivial functional
17Brand positioning 2007: men vs women. cars. Mazda 3. BMW Serie-3. Alfa Romeo
Indulging emotions. Social affirmation. 159. BMW Serie-7. Honda Accord. BMW
Social integration. Controlling emotions. Serie-5. Lexus IS. Audi A8. Peugeot 407.
Brand(V) = position women. Brand(M) = Saab 9-5. Ford Focus. Saab 9-3. Audi A4.
position men. Aggressive. Impulsive. Opel Signum. Audi A6. Mercedes CLS. Opel
Young. Arrogant. Fun. Lively. Energetic. Vectra. Jaguar X-type. Mercedes Serie S.
Original. Spontaneous. Feminine. Mercedes Serie E. VW Jetta. Mercedes Serie
Masculine. Sweet. Authoritarian. R. Peugeot 607. Toyota Prius. Volvo V70.
Sophisticated. Classy. Elegant. Naive. Mercedes Serie C. Volvo S60. Volvo S80.
Capable. Dumb. Strict. Simple. Shy. Volvo S40. VW Passat. Mazda 6. Mazda 6.
Superficial. Ernstig. Weak. Trivial. Calm. Ford Mondeo. Citro?n C5. Toyota Avensis.
Characterless. ALFA ROMEO(M). LAND Skoda Superb. Renault Laguna. Skoda
ROVER(V). DODGE(V). JEEP(V). PEUGEOT(M). Octavia.
PORSCHE(M). MINI(M). HONDA(M). PORSCHE(V). 41Evolution: Medium/large family cars
DODGE(M). MINI(V). BMW(M). SEAT(M). & big limousines. Indulging emotions.
JEEP(M). VOLKSWAGEN(V). ALFA ROMEO(V). Lively spontaneous cars. Energetic sporty
BMW(V). PEUGEOT(V). SMART(V). LAND cars. Young female cars. Social
ROVER(M). AUDI(M). SMART(M). CHRYSLER(M). integration. Social affirmation. Shy
MERCEDES(V). SEAT(V). VOLKSWAGEN(M). female cars. Classy status cars. Capable
CHRYSLER(V). CITROEN(M). JAGUAR(V). compromise cars. Superficial compromise
CHEVROLET(M). CHEVROLET(V). SAAB(V). cars. Controlling emotions. Trivial
LEXUS(V). AUDI(V). TOYOTA(M). RENAULT(V). functional cars.
TOYOTA(V). LANCIA(M). MERCEDES(M). 42Models 2007. Small city cars &
OPEL(M). SAAB(M). VOLVO(V). SUZUKI(M). small compact cars. Small family cars
CITROEN(V). RENAULT(M). JAGUAR(M). & small monospaces. Medium/large
LANCIA(V). LEXUS(M). VOLVO(M). FORD(M). family cars & big limousines.
SUZUKI(V). OPEL(V). HONDA(V). MAZDA(V). Medium/large monospaces. Jeeplike.
KIA(V). HYUNDAI(V). HYUNDAI(M). KIA(M). 43Medium/large monospaces. Lively
FIAT(M). MITSUBISHI(M). FIAT(V). MAZDA(M). spontaneous cars. Indulging emotions.
FORD(V). SKODA(M). SKODA(V). Energetic sporty cars. Young female cars.
MITSUBISHI(V). NISSAN(V). NISSAN(M). Social integration. Social affirmation.
18Brand positioning 2007: DU vs FR. Shy female cars. Classy status cars.
Indulging emotions. Social affirmation. Capable compromise cars. Superficial
Social integration. Controlling emotions. compromise cars. Controlling emotions.
Brand(N) = position Dutch speaking. Trivial functional cars. Seat Altea. Ford
Brand(F) = position French speaking. Focus c-max. Chrysler PT Cruiser. Ford
Aggressive. Impulsive. Young. Arrogant. S-max. Volvo V50. Chrysler Grand Voyager.
Fun. Lively. Energetic. Original. Mercedes Serie B. Suzuki Sx4. Citro?n
Spontaneous. Feminine. Masculine. Sweet. Xsara Picasso. Ford Galaxy. Renault
Authoritarian. Sophisticated. Classy. Espace. Opel Zafira. Opel Meriva. VW
Elegant. Naive. Capable. Dumb. Simple. Touran. Mazda 5. VW Sharan. Citro?n C8.
Shy. Superficial. Serious. Weak. Trivial. Seat Alhambra. Hyundai Matrix. Peugeot
Calm. Characterless. MINI(F). ALFA 807.
ROMEO(N). DODGE(F). BMW(N). JEEP(F). 44Evolution: Medium/large monospaces.
PORSCHE(N). PEUGEOT(F). PORSCHE(F). LAND Lively spontaneous cars. Indulging
ROVER(N). VOLKSWAGEN(F). MINI(N). emotions. Energetic sporty cars. Young
DODGE(N). VOLKSWAGEN(N). JEEP(N). ALFA female cars. Social integration. Social
ROMEO(F). PEUGEOT(N). LAND ROVER(F). affirmation. Shy female cars. Classy
SEAT(F). SMART(N). TOYOTA(N). HONDA(N). status cars. Capable compromise cars.
SEAT(N). BMW(F). CITROEN(F). SMART(F). Superficial compromise cars. Controlling
CHRYSLER(N). AUDI(F). CHEVROLET(N). emotions. Trivial functional cars.
LANCIA(F). CHEVROLET(F). CHRYSLER(F). 45Models 2007. Small city cars &
JAGUAR(N). JAGUAR(F). HONDA(F). small compact cars. Small family cars
MERCEDES(N). SAAB(F). MERCEDES(F). & small monospaces. Medium/large
AUDI(N). LEXUS(N). SAAB(N). RENAULT(N). family cars & big limousines.
VOLVO(N). CITROEN(N). LEXUS(F). Medium/large monospaces. Jeeplike.
RENAULT(F). OPEL(N). VOLVO(F). LANCIA(N). 46Jeeplike. Lively spontaneous cars.
SUZUKI(F). SUZUKI(N). MAZDA(F). TOYOTA(F). Indulging emotions. Energetic sporty cars.
KIA(F). HYUNDAI(F). KIA(N). FIAT(N). Young female cars. Social integration.
HYUNDAI(N). FORD(N). FIAT(F). MAZDA(N). Social affirmation. Shy female cars.
MITSUBISHI(F). SKODA(F). OPEL(F). FORD(F). Classy status cars. Capable compromise
SKODA(N). MITSUBISHI(N). NISSAN(N). cars. Superficial compromise cars.
NISSAN(F). Controlling emotions. Trivial functional
19Evolution brands 2005 - 2007. cars. Kia Sportage. Mitsubishi Pajero.
Indulging emotions. Social affirmation. Suzuki Grand Vitara. Jeep Grand Cherokee.
Social integration. Controlling emotions. Toyota RAV4. Porsche Cayenne. LR
Direction of movements 2005 vs 2007. Brand Freelander. Hyundai Tucson. LR Range
= position in 2007. Mini (05). Brand05 = Rover. LR RR Sport. Hyundai Santa Fe. VW
position in 2005. Alfa.Romeo (05). Jeep Touareg. BMW SERIE-X3. BMW Serie-X5.
(05). Smart (05). Land.Rover (05). Bmw Nissan X-trail. Toyota Landcruiser. Volvo
(05). Honda (05). Lancia (05). Renault XC90. Audi Q7. Suzuki Jimny. Mercedes
(05). Volkswagen (05). Peugeot (05). Audi Serie M. Lexus RX. Fiat Panda.
(05). Chevrolet (05). Toyota (05). Seat 47Evolution: Jeeplike. Lively
(05). Mitsubishi (05). Chrysler (05). spontaneous cars. Indulging emotions.
Jaguar (05). Citro?n (05). Opel (05). Saab Energetic sporty cars. Young female cars.
(05). Kia (05). Suzuki (05). Ford (05). Social integration. Social affirmation.
Mercedes (05). Mazda (05). Fiat (05). Shy female cars. Classy status cars.
Hyundai (05). Nissan (05). Skoda (05). Capable compromise cars. Superficial
ALFA ROMEO. PORSCHE. DODGE. JEEP. MINI. compromise cars. Controlling emotions.
LAND ROVER. PEUGEOT. BMW. VOLKSWAGEN. Trivial functional cars.
SMART. SEAT. HONDA. CHRYSLER. CHEVROLET. 48Positioning models 1. Emotional 2.
JAGUAR. MERCEDES. LANCIA. CITROEN. AUDI. Functional.
TOYOTA. LEXUS. SAAB. RENAULT. VOLVO. 49Measured associations. 23 functional
SUZUKI. OPEL. KIA. FIAT. FORD. HYUNDAI. characteristics ? 8 factors Safety
SKODA. MAZDA. MITSUBISHI. NISSAN. (through power) Solid, powerful engine,
20Brand positioning 2007: appeal value. dependable, good road-holding ability,
Indulging emotions. Social affirmation. easy to drive Looks and comfort Beautiful
Social integration. Controlling emotions. design, nice attractive upholstery and
6.1. ALFA ROMEO. 6.1. PORSCHE. Young. finish, comfortable, pleasant to drive,
DODGE. 6.9. 6.3. 6.8. JEEP. MINI. 6.5. good brand image Advantageous price Cheap
6.9. LAND ROVER. 7.1. PEUGEOT. BMW. Fun. to maintain, good price/quality ratio,
6.8. VOLKSWAGEN. 4.6. SMART. 5.8. SEAT. economical Durability Good guarantee, long
5.9. 6.3. HONDA. CHRYSLER. 5.8. CHEVROLET. lasting, reliable (few breakdowns), good
6.1. JAGUAR. 7.1. 5.1. MERCEDES. LANCIA. service facilities / good after-sales
7.4. 6.1. CITROEN. AUDI. 6.4. TOYOTA. 6.7. service Space Family car, spacious
LEXUS. 6.4. 6.1. SAAB. RENAULT. 6.6. 5.2. Functionality Practical, multifunctional
VOLVO. 6.0. SUZUKI. OPEL. 4.8. KIA. 4.0. Eco-friendly Technology (state-of-the-art
FIAT. 5.9. 4.8. FORD. HYUNDAI. 5.0. 5.6. technology).
SKODA. MAZDA. 5.1. MITSUBISHI. 4.9. 50Functional characteristics 2007
NISSAN. models. Top 3. Top 3. Top 3. Top 3. 1. 2.
21Appeal value 2007. +. +. +. +. -. -. 3. Space. Renault Espace. Peugeot 807.
-. -. +. +. -. -. -. More than 3 places up Volkswagen Sharan. Functionality. Renault
in ranking. More than 3 places down in Espace. Citro?n Berlingo. Seat Alhambra.
ranking. Average: 6.0. Looks and comfort. BMW Serie-5. Audi A6.
22Appeal value 2007. -. -. +. -. +. -. BMW Serie-X5. Safety. Audi A6. Mercedes
-. -. -. -. Average: 6.0. Serie R. Volvo XC90. Technology. BMW
23Appeal value 2005 vs 2007. More than 3 Serie-5. Mercedes Serie R. Audi A6.
places up in ranking. More than 3 places Durability. Mercedes Serie C. Volvo S40.
down in ranking. Volvo V70. Advantageous price. Citro?n C2.
24Appeal value 2007: men vs women. Fiat Seicento. Citro?n C1. Eco-friendly.
Appeal. score brands. WOMEN. Appeal. score Toyota Prius. Citro?n C1. Toyota Aygo.
brands. MEN. 51Part V. Information specific to car
25Appeal value 2007: DU vs FR. Appeal sector.
score brands FR. Appeal score brands DU. 52Trends in the car sector. How many
26Part III. Positioning brands 1. people are satisfied with their current
Emotional 2. Functional. car? Who knows what hybrid car means? How
27Measured associations. 23 functional many people plan to buy their new car from
characteristics ? 8 factors Safety an authorized dealer? 92%. 47%. 81%. Who
(through power) Solid, powerful engine, finds it important to have modern gadgets
dependable, good road-holding ability, to make driving as pleasurable and
easy to drive Looks and comfort Beautiful pleasant as possible? When a couple
design, nice attractive upholstery and decides to buy a new car, what is the
finish, comfortable, pleasant to drive, weight of the woman for actually
good brand image Advantageous price Cheap purchasing the car? 46%. 48%.
to maintain, good price/quality ratio, 53Trends of car sector.
economical Durability Good guarantee, long 54Buying a new car. Who decides? Men.
lasting, reliable (few breakdowns), good Actually buy Options Choose the brand
service facilities / good after-sales Determine te budget Need to buy a new car
service Space Family car, spacious Choose the model. Maintenance/problem Fuel
Functionality Practical, multifunctional type & engine capacity Collect info.
Eco-friendly Technology (state-of-the-art Colour. Women.
technology). 55Buying a new car. 32% plans on buying
28Functional characteristics 2007 a new car within the next 2 years 42% are
brands. Top 3. Top 3. Top 3. Top 3. 1. 2. women 69% intends to buy the same brand.
3. Space. Dodge. Chrysler. Chevrolet. 56Buying a new car. They consider
Functionality. Smart. Mini. Land Rover/ buying.
Seat. Looks and comfort. Porsche. Jaguar. 57Buying a new car. Which type? Nr 1 ?
Alfa Romeo. Safety. Jeep. Jaguar. Dodge. Nr 1 ?
Technology. Porsche. Alfa Romeo. BMW. 58Buying a new car. Top 3 brands per
Durability. Volvo. Audi. Porsche. type. Monovolume. Break. Berline. One
Advantageous price. Kia. Fiat. Suzuki. volume. 4X4. Small city car.
Eco-friendly. Smart. Suzuki. Fiat. 59Car study 2007: 8th edition.
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