Lecture 1: Introduction

and Marketing Strategy

Instructor: Lingjing Zhan
Office: M928
Tel: 3400 3949
Email: mslzhan@polyu.edu.hk

 Aquafresh toothbrush
LOreal
I want more time

Agenda
About the lecturer
What is marketing
what is this subject about?

Marketing management orientations

The sort of thinking that guides marketing
activities

What is a marketing plan

How to conduct a SWOT analysis?

About me
Lingjing Zhan ( )
PhD in Marketing, University of Alberta
Department of Management and
Marketing
Research interests: consumer behavior

Research Interest (1)

What makes an online product review
helpful?

Research Interest (1)

What makes an online product review
helpful?

Research Interest (2)

What motivates luxury consumption
in China?

What motivates luxury

consumption in China?
Differentiate the self from those who
cannot afford such products (i.e., the
majority)
Be identified with those who can
afford such products

Research Interest (3)

Imagine that you have moved into a
new apartment. You can either
continue to use your Internet service
provider (ISP), or choose to switch to a
new ISP that is available in the new
building. Which one will you choose?
Consumer switch behavior and state of
power
11

Agenda
About the lecturer
What is marketing
what is this subject about?

Marketing management orientations

The sort of thinking that guides marketing
activities

What is a marketing plan

How to conduct a SWOT analysis?

What is marketing?

A video about jeans

What is marketing?
Key words of marketing?
Group exercise (form a group with no
more than 5 persons):
Draw a conceptual map
Link 4Ps, values, and customer needs
Show the relationships among concepts

The key word : value

Definition
The overall benefits derived from the
product, as the customer perceives it, at
the price charged.

Value is a ratio: benefits/price

What is this subject about?

Subject map

Overview
Marketing Strategy
Ch1. Overview of marketing Ch7. STP
Ch2. Developing marketing Ch8&9. Product, services,
and branding
strategies
Ch10 &11. Pricing
Ch12 &13. Place
Understand marketplace
Ch14, 15, 16 &17.
and consumers
Marketing
communications
Ch3. Marketing
environment
Extending Marketing
Ch4. Managing marketing
Ch18 Create competitive
information
advantage
Ch5. Consumer behavior
Ch19. Global market place
Ch6. B-B marketing
Ch20. Social responsibility
and ethics

Overview
Ch1. Overview of marketing
Ch2. Developing marketing
strategies
MM486 Marketing Strategy
Understand marketplace
and consumers
Ch3. Marketing environment
Ch4. Managing marketing
information
MM3761 Marketing Research
Ch5. Consumer behavior
MM3721 Consumer Behavior
Ch6. B-B marketing

Extending Marketing
Ch18 Create
competitive
advantage
Ch19. Global market
place
International
marketing
Ch20. Social
responsibility and
ethics

Marketing Strategy
Ch7. STP
Ch8&9. Product,
services, and branding
MM4771 Product
Policy and
Management
MM 4831 Strategic
Brand Management
MM484 Managing New
Product Development
MM4791 Services
Marketing

Ch10 &11. Pricing

Ch12 &13. Place
MM3781 Distribution
Management
MM3791 Retailing and
Merchandising
Ch14, 15, 16 &17.
Marketing
communications
MM3711 Integrated
Marketing
Communications
MM 4781 Sales
Management

Agenda
About the lecturer
What is marketing
what is this subject about?

Marketing management orientations

The sort of thinking that guides marketing
activities

What is a marketing plan

How to conduct a SWOT analysis?

Marketing management
orientations
The sort of thinking that guides marketing
activities

21

The production concept

The product concept

The product concept: an

example

Picture source: http://comic.66wz.com/system/2009/09/22/101435759.shtml

24

The selling concept

The marketing concept

The societal marketing

concept

Agenda
About the lecturer
What is marketing
what is this subject about?

Marketing management orientations

The sort of thinking that guides marketing
activities

What is a marketing plan

How to conduct a SWOT analysis?

What is a marketing plan?

A written document.

General structure of a
marketing plan
1. Executive summary.
2. Company overview.
3. Objectives or goals, usually according to strategic
plan and focus.
4. Situation analysis (SWOT analysis).
5. Market/product/customer analysis.
6. Marketing strategy.
STP and 4Ps

7. Financial projections.
8. Implementation plan.
9. Evaluation and control metrics.

The Marketing Plan

Mission vs. objectives

Mission (general)
PeopleAheads mission is
to help individuals with
career advancement and
improve the human
capital in companies.
The site will act as a
networking platform for
professionals and career
matching as opposed to
job and resume-posting
searches.

Objectives (specific)
Use brand matching
technology: TrueMatch
Build critical mass of
users.
Drive traffic to the
Web site through
marketing blitzes.
Utilize word-of-mouth
advertising from
satisfied users.

33

Situation analysis using SWOT

Reebok: Sponsorship/
Licensing
Reebok is the official outfitter for 3
of the 4 highest-profile U.S. major
sports leagues the NFL, NHL and
MLB. Adidas, Reeboks parent
company is the official outfitter for
the fourth, the NBA. Reebok has
also created a new uniform system
for the National Hockey League
Basketball fan and lifestyle apparel.

Reebok: Competition
The footwear and sports apparel market is
fiercely competitive and oversaturated
within the U.S. market the market
where Reebok currently makes the
majority of its sales. Nile has the largest
share, followed by Adidas/Reebok,
followed by many serious players
including Skechers, K-swiss, New
Balance, and Puma.

Reebok: Quality control

Recently, Reebok has made 3 major
recalls on childrens products involving a
faulty zipper, a choking hazard, and a
lead-ridden trinket.

Reebok: Global Expansion

Currently, 40% of Reeboks retail sales
come from North America, 40% from
Europe and the remaining 20% from
the rest of the world. Reebok plans to
open over 3.000 new stores in China,
Russia, and India by 2010 where
competition is less fierce. Although
consumption is often lower in these
regions, the profit margins are typically
higher outside the U.S. market.

Reebok
Strengths:
Sponsoring/ Licensing
Weaknesses:
Quality Control
Opportunities:
Global Expansion
Threats:
Competition

 An exercise on Nike

The Marketing Plan

Key takeaways
The key word in marketing concept:
Value
Five marketing management
orientations
SWOT analysis