ch01-CASE - Part 1 STRATEGIC MARKETING AND ITS ENVIRONMENT...

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Dr. Chen, Principle of Marketing Part 1 STRATEGIC MARKETING AND ITS ENVIRONMENT
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Dr. Chen, Principle of Marketing 1: Customer-Driven Strategic Marketing 2: Planning, Implementing, and Evaluating Marketing Strategies 3:The Marketing Environment, Social Responsibility, and Ethics
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Dr. Chen, Principle of Marketing Chapter 1 Customer-Driven Strategic Marketing Professor Jason C. H. Chen, Ph.D. School of Business Administration Gonzaga University Spokane, WA 99258 [email protected]
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Dr. Chen, Principle of Marketing 4 Marketing Applications
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Dr. Chen, Principle of Marketing 5 Marketing Applications #2. Identify possible target markets for the following products: a. Kellogg’s Corn Flakes b. Wilson tennis rackets c. Disney World d. Diet Pepsi
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Dr. Chen, Principle of Marketing 6 #2. (cont.) a. Kellogg’s Corn Flakes children or college students b. Wilson tennis rackets athletes or active seniors c. Disney World families with young children (parents are the buyers but children contribute to the decision-making process), families trying to organize an event like a reunion or anniversary party, honeymooners d. Diet Pepsi people concerned about their weight such as athletes or dieters
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Dr. Chen, Principle of Marketing 7 Marketing Applications #3 Discuss the variables of the marketing mix (product, price, promotion, and distribution) as they might relate to each of the following: Product Price Promotion Distribution A trucking company A men’s clothing store A skating rink A campus bookstore
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Dr. Chen, Principle of Marketing 8 Product Price Promotion Distribution A trucking company A men’s clothing store Clothes; customer service Value (is the product worth the price?) Directly to consumers Location and proximity to shopping areas; online; catalog A skating rink Skating experience; rentals Consider the needs of target market Directly to consumers Location in city; customer service A campus bookstore The service of shipping Competitive with other shipping options including air freight
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