Building the Price Foundation
& Arriving at the Final Price
What is Price?
A price is the money or other considerations (including other products
and services) exchanged for the ownership or use of a product or
Department of Marketing
CB2601 Marketing Course Outline
2016 2017 Semester B
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A. Course Aims
This course aims to
Introduce the students with th
Nokia was one of the most
successful and wellrecognized Brands in Hong
Kong, leading the market
with its mobile technology,
enterprise products and
Relationships and Value
What is Marketing?
When your friend tells you that she is the
Marketing Manager of Nike, what are her job
Selling and advertising are just part of marketing
CB 2601 Week 13
Marketing in China
Why we need to know China?
- Second largest economy
High-growing, still, relatively
After the class/ week students are able to:
After studying this chapter, you should be able to:
A. Identify main competitors and their
B. Select mos
Marketing Channels and
Importance of Marketing
How Channel Members Add Value
1. Fewer contacts
2. Match product
3. Bridge the time, place,
and possession gaps
The Marketing Environment
iPhone 5S/ 5C
Impact on you?
Impact on your father?
Impact on the stores in G-world in Mong Kok?
Impact on Samsung?
Impact on Government HK?
Impact on human behaviors?
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:
Discuss integrated marketing communication
IMC and the communication process.
Describe the promotional mix and
the uniqueness of each component.
Chapter 3 Scanning the Marketing Environment
3.1 Explain how environmental scanning provides information about social, economic,
technological, competitive, and regulatory forces.
3.2 Describe how social forces such as demographics and
Chapter 8 Market segmentation, targeting and postioning (Week 5)
Market segmentation : aggregating prospective buyers into groups or segments that
(1) have common needs and (2) will respond similarly to a marketing action.
Chapter 10 Managing successful products, services, and brands (Week 7)
Product life cycle
Marketing: The Core 6ed. McGrawGillEducation
Chapter 1 Creating custsomer relationships and value through marketing (Week 1)
Marketing: discover consumer needs (through research), satify their needs (with marketing program: 4 Ps),
provide platform for exc
Customer Value Proposition
Customer value proposition is
the cluster of benefits that an
customers to satisfy their
Customer value is the unique
combination of benefits
received by targeted buyers that
Chapter 17 Personal Selling and Sales Management
17.1 Discuss the nature and scope of personal selling and sales management in marketing.
17.2 Identify the different types of personal selling.
17.3 Explain the stages in the personal se
Chapter 9 Developing new products and services
9.1 Recognize the various terms that pertain to products and services.
9.2 Identify the ways in which consumer and business products can be classified.
9.3 Explain the significance of newn
Chapter 1 Creating Customer Relationships and Value through Marketing
1.1 Define marketing and identify the diverse factors that influence marketing actions.
1.2 Explain how marketing discovers and satisfies consumer needs.
Chapter 15 Advertising, sales, promotion, and public relations
15.1 Explain the differences between product advertising and institutional advertising and
the variations within each.
15.2 Describe the steps used to develop, execute, and
Products, Services, and Branding Strategy
WHAT IS A PRODUCT?
is anything that can be offered to a market
for attention, acquisition, use, or consumption and that
might satisfy a want or a need
Why you sti
Yes or no?
MARKETING IS COMMON SENSE
1. Generation lack of common sense
Lack of Common sense
Lack of common sense
Marketing is common sense?
Marketing is common sense?
Chapter 10 & 11: Pricing strategies
Consider costs and other factors to set the
Employ appropriate pricing strategies to
attain desired positioning and marketing objectives
Use the major pric
1. The strategic plan is a statement of an organizations purpose.
B. FALSEthat should be mission statement
2. A companys strategic business units (SBUS) include(s) _
A. the collection of businesses that make up the company
B. the collection of pro
Marketing MC week5
1. Behavior variables are the best to build market segments.
2. Peninsula Hotel Hong Kong is an example of niching or concentrated
3. The first step of differentiating the offers is communica
1. The macro-environment is the group of factors the firm can best control.
2. The microenvironment consists of larger societal forces that affect a
company, such as demographic, economic, political, and cultural forces.
Marketing MC Week 8
1. The role of marketing intermediaries is to transform the assortments
wanted by consumers into the assortments of products made by
Falsetransform from producer side to consumer side
2. Direct marketing channel involve
Marketing Week5 MC
1. How the consumer processes information to arrive at brand choices,
the step of the decision process known as _, is of particular
importance to marketers.
A. alternative evaluation
B. information searching
C. dissonance reducing
Marketing week 7
1. Unsought products are products that the customer usually buys
frequently, immediately, and with a minimum of comparison and buying
2. Branding can always add value to a product.
3. A company can stretch it