Marketing

After taking a course, I always ask myself what I have learned throughout this whole course.  Since this would be my last Marketing blog, I have decided that it might be a good idea to talk about what I have like about this course.

What is marketing? “Creating, capturing, communicating, and delivering value to customers.” I had no idea what it means at the beginning of the course.  Before I thought marketing is only based on promoting a product to consumers.  Fortunately, I understand that the 4P’s (not just promotion) work together in order to deliver “value” to the customers.

Product strategy Baby carrot campaign: Second day of class, we talked about the Baby Carrot campaign.  This campaign really caught my attention because the product is innovative, fun and creative.  The most valuable lesson from this campaign was the term “sustainable competitive advantage”.  Sustainable competitive advantage became one of my favourite term that I have frequently use in Case Competitions.


Teamwork in Marketing: In my school years, many unhappy past experience had made me hate group projects. However, my marketing team this year seems to be an exception compared to my previous “bad” groups. One of the most important aspects that I learned in team marketing project is to know your teammates strength and weakness.  Our group had one person that would work on research, writing, editing and formatting.  Also, we allocate the work evenly and everyone did their equal share.  I would like to say thank you to my group members (Yulia, Shann, Stephanie and Rita) for all your help in the market project.

The 4 P’s + Global Marketing
Product Branding: “Branding is the promise you make” “Brand=Trust.  I have never thought about a product brand this way before.  This gives me a new view on the powerful effect that a brand of a company has on consumer’s purchasing behaviour.

Place: Distribution Channel “Business is Blooming: The International Floral Industry” I have never realized that some flowers would have to go through many intermediaries and channel members before reaching to the hands of the consumer.
Price: The price that a consumer pays is the amount he or she is willing to sacrifice for the product.  Before this class, I always assume that price is only associated to a monetary value.
Promotion: Global Marketing, I found this to be one of the most interesting topic in the course.  I wish we had more time to talk about the many ideas that company come out with in different environment.  Personally, I like the Kit-Kat mail idea (Co-branding with the post offices) in Japan, it is creative and innovative which make it successful.

Overall I enjoyed the course because I can apply many marketing concepts I learned to real life situation.  Anyway I wish everyone good luck on their exams!