Month: January 2011

After experienced 1st week of teamwork in marketing course, I felt myself made a progress these days.  it’s a bit hard for me to discuss a project using the second language. So glad that my group member helps me a lot.

There were so much fun going on these week. We analysis the consumer behavior and learned how to do a marketing research. Social factors, situational factors, psychological factors and marketing mix are the 4 key points that influence consumer behaviors. This reminds me that sometimes when I went to the mall or supermarket, if sellers give me sample of the food or there are discount going on in the store, i always cant help to buy new stuff which are unnecessary. In China,when new year coming, shopping malls offer customer” great deal” on merchandise.  If you buy a cloth of 1000yuan, then you will get 500 coupon back. The trick part is here: often, there are no merchandise  ‘s price is exactly  500, and coupons are restricted for certain brands of cloth and consumers must use the coupons during certain period of the time. When  a consumer  want  a cloth on 1000, then she may pay 500 cash with coupon, then she get another 500 coupon……. as you can image, seems consumers get a great offer, but they are kinda of stuck with the given coupon because with a coupon, consumers always want purchase more.

Today’s class is so much fun! teams are tasked to try the samples of 3 different brands’ cookies and coke. Then each team give feedback on the samples. This activity looks like a market simulation, gives us a general picture of how to conducting a marketing search.

I like the quote in the textbook:‘marketing is the processes for creating capturing, communicating, delivering and exchanging offering that have value for customers, clients, partners, and society at large.

After 2week’s class, I learned how marketing plays an important role both within and outside the firm, and finally figured out that the opportunity occurs to a company is an external factor that we cannot control but within a marketing strategy, marketers can create value for the product and services. A marketing strategy identifies the company’s target, a related marketing mix 4ps and intends to build a sustainable competitive strategy.

1.   Business mission: become the premier purveyor of the finest coffee in the world while maintaining uncompromising principles as company grow.

2.   Evaluate the environment of the company and find the strengths and weakness (internal), opportunity, threats (external).

3.   Apply STP(segment, targeting, positioning)

4.Product: introduce Simply smooth to gentle ppl’s stomach to increase the value of coffee./ cost, competitor’s value- based pricing/ create more channel such as stores, internet and retailers/promote through a variety of medium such as TV, magazine, sale force, internet.

5.   Performance metrics for the Starbucks eg. the net sale of 2006 is $7.88 billion and net profit was $564 million

The immediate environment compose of the company itself, its competitors, and company’s partners. Culture, Demographics, Social, Technology, Economic and Political are the macro-environmental factors.

Welcome to UBC Blogs. This is your first post. Edit or delete it, then start blogging!