Category: COMM 101

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COMM 101 Marketing

Brand

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I found this video by accident, but it is amazing. It incorporated marketing, brand positioning and social media which were covered in our past lectures.Personally, I feel really interested in marketing and brand positioning since our last class.

Brand positioning has lots to learn. The brand has to be simple and easy for people to remember. Meanwhile, it has to stand out of its competitors which is not an easy work. A successful brand is said to be creative but simple and we have to ensure it to be the first to get into consumers’ sight as well as mind, though it doesn’t have to be created first. It requires marketing people to possess a keen observation and always keeps an eye on the market trends.

A clever use of segmentation can help brand positioning. Dividing target markets into different segmentation as well as the brand, making the market more specified and the product more targeted and customized.Additionally, the conceptual mapping is a good way to make things more clearer and open-and-shut.

Categories
COMM 101 Marketing

E-book pricing battle

The article ”E-book Price Increase May” Stir Readers’ Passion on yesterday’s New York Times drew my attention and made me think of what we’ve discussed in class.

It is said that in the battle over the pricing of electronic books, publishers are planning to set up a higher price for E-book after the winning of first round and their plan received vehemence and protests from readers. Some e-book buyers claim that since publishers don’t have to pay to print, store or distribute e-book, they should be much cheaper then print books, however, this claimed is denied by the publishers.

To proceed from this argument, I believe that what the publisher should do is to show the reasons that they set this price. In other words, they should make the process of making e-books somewhat open and transparent to their consumers in order to convince them of their reasonable price. In addition, by doing so, they will keep their consumers and therefore their sales and profits.

The article please refer to http://www.nytimes.com/2010/02/11/technology/11reader.html?ref=business

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COMM 101

Google incidence

Personally speaking, I’m really concerned about the decision that Google is planning to quit China and very looking forward to the results of the negotiation between Google and Chinese government.

Information given by the official Google blog says that a highly sophisticated and targeted cyber attack originated from China affected at least 20 large companies. Evidences show that the hackers’ primary goal was to access the GMail accounts of known Chinese human rights activists.

The company also complained about the filtering of information which is required by the Chinese Government. But sometimes as we often say that if a company wants to win within a market, it has to respect the culture there and I believe censoring informaton can be regarded as an example.

However, as everyone knows that China possess a very huge market and Google can gain lots of profits from it. Thus, I do appreciate the courage hidden behind this decision. It’s hard for a company to leave 1.3 billion customers behind but it also shows that Google does try their best to fulfill its responsibility to its customers. The company wants a free environment and wants to do its best to protect what it can protect.

Categories
COMM 101

When Social Media meets Customization

I happened to read an article about the challenges of social media and would like to pick up this topic again.

Mentioned in the article, five challenges that social media will bring about are integration, governance, culture, human resources and measurement & ROI. I would like to relate the culture with customization which was recently introduced in class. As mentioned in this article, “all organizations should fall somewhere on a spectrum of being “open” or “closed” meaning that they are either more transparent with how they operate and collaborative or they hoard knowledge internally.” In my opinion, for an organization with an open culture, it can benefit from social media if the company leverages a strategy to open up their production process in order to get more customers known more detailed about their production. Therefore, feedback will help  engage their customers into their production. Furthermore, being a guide, feedback can lead the company’s production. By developing products that follow consumers’ preferences, companies will benefit from this different method of customization.

Thus I believe that taking advantages of the combination of social media and customization will somewhat benefits companies.

Article mentioned above  please refer to http://blogs.hbr.org/cs/2009/08/a_recent_survey_conducted_by.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%253A+harvardbusiness+(HBR.org)

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