PPT%201-1

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• BUS 205 Marketing Management
• Final Review
• Presentation Photos Sharing
• Comments on Project Presentation
• Final Exam Information Review Questions
• Case Study Example
• Peer Evaluation of Your Group Members

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Project Presentation Section 1
Topics Peer Content Present Total
Red Bull 72.7 45 40 158(12)
Victorias Pink 82.3 35 50 167(13)
Kodak 67.3 35 35 137(10)
PG 85 50 45 180(14)
Shanghai Tang 64.1 45 40 149(11)
Neptunus 73.4 40 40 153(11)
Zara 78.5 40 50 169(13)
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Project Presentation Section 6
Topics Peer Content Present Total
Red Bull 67.3 40 35 142(11)
Victorias Pink 75.8 40 45 161(12)
Kodak 71.7 45 35 152(11)
LOreal 71 45 40 156(12)
Shanghai Tang 76.2 50 40 166(13)
Neptunus 65.8 35 30 131(10)
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• Positive Comments
• Formal dress made you look professional
• Eye-catching ppt slides with video aid
• Well-organized content and presentation flow
• Good coordination among the members
• Confident at QA session
• Very fluent English
• Loud voice

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• Negative Comments
• Chatting when another member is presenting
• Low voice
• Too much information (text) in the slides
• Read off notes
• No eye contacts
• Questions asked not really answered

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The most impressive moments I would like you to
recall the most impressive moments in your
memory For example The most fluent
presenter The loudest (or shyest) presenter
The most impressive event The best
coordination among the group members
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• The most impressive moments Section 1
• Very fluent loud presenters
• Victorials Pink group, P G group, Leo and Joel
• Chris, Flora, James, Baseball, Vincent, Brad
• Very prompt responses
• Pokka, Reece
• Very good coordination among the group members
• Victoria pink, PG group, Leo Joel
• The most impressive events
• Victorias pink dress
• VSs Video commercials
• Small scale survey done by Shanghai Tang
• The most focused topics P G and Neptunus

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• The most impressive moments Section 6
• Very fluent loud presenters
• Adam Yeung,
• Tommy the whole group of Victorias pink
• Fung
• David the whole group of LOreal
• Sarah
• Very prompt responses
• Adam Yeung, Sarah
• Good coordination among the group members
• Fungs Kodak, Vinces SH Tang Group
• The most impressive events
• Vinces SH Tang Groups mini game
• Chriss Neptunus (Cabinet meeting in QA)

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• Final Exam Information
• This paper contains TWO sections (Section A and
  Section B) and a total of SIX questions.
• This paper carries 100 marks. Section A carries
  40 marks while Section B carries 60 marks.
• Answer TWO COMPULSORY questions in Section A and
  choose any TWO questions out of FOUR in Section
  B.

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Final Exam Information December 13
(Saturday) 1400-1600 Gym Review Questions I
believe these are the questions at minimum you
should be able to answer at the end of a
marketing management course
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• Review Questions - Before the Midterm
• Define marketing and outline the steps in the
  marketing process
• What is the goal of marketing?
• The five core marketplace concepts needs, wants,
  and demands market offering value and
  satisfaction exchange and relationships markets
• The key elements of a customer-driven marketing
  strategy (STDP)
• Outline 4 steps in the strategic planning process
• What is business portfolio? How to use BCG matrix
  to analyze the portfolio
• Explore several strategies for growth and
  downsizing (Product/market expansion grid)
• Define four major types of buying decision
  behavior
• Define business market and explain the
  differences between business markets and consumer
  markets
• Understand the nature of business demand and
  outline three types of buying situations

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• Review Questions - After the Midterm
• Product
• The definition of product
• The major classifications of consumer products
  and industrial products
• Describe the stages of the product life cycle
• Describe how marketing strategies change during
  the products life cycle
• Price
• What is price?
• Discuss the importance of value in setting prices
• What are the two broad pricing strategies that
  can be used in new product introduction?
• Place
• What is a marketing channel?
• How channel members add value?
• What decisions should be made when designing a
  channel?
• How to manage and motivate channel members?
• Promotion
• What is a promotion mix
• What are the major promotion tools?
• Describing the steps in developing effective
  communication

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Case Study Apply Daily Newspaper Crisis The
Cut-Throat Price War
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• Guide To Case Analysis Ten Commandments
• Read the case twice, once for an overview and
  once to gain full command of the facts then take
  care to explore every one of the exhibits.
• Make a list of the problems and issues that have
  to be confronted.
• Do enough number crunching to discover the story
  told by the data presented in the case.
• Look for opportunities to apply the concepts and
  analytical tools in the text chapters.

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• Guide To Case Analysis Ten Commandments
• Be thorough in your diagnosis of the situation,
  you may make a one- or two-page outline of your
  assessment.
• Support any and all opinions with well-reasoned
  arguments and numerical evidence dont stop
  until you can purge I think and I feel from
  your assessment and, instead, are able to rely
  completely on My analysis shows.
• Develop charts, tables, and graphs to expose more
  clearly the main points of your analysis.

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• Guide To Case Analysis Ten Commandments
• Prioritize your recommendations and make sure
  they can be carried out in an acceptable time
  frame with the available skills and financial
  resources.
• Review your recommended action plan to see if it
  addresses all of the problems and issues you
  identified.
• Avoid recommending any course of action that
  could have disastrous consequences if it doesnt
  work out as planned therefore, be as alert to
  the downside risks of your recommendations as you
  are to their upside potential and appeal.

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• Teaching Objectives of Apple Daily Case
• To analyze the impact caused by a new entrant,
  Apple Daily, on the Chinese newspaper industry.
• To explore Chinese newspaper readers attitude
  and behavior.
• To discuss the situations under which a market
  reader will pursue a cut-price strategy.
• To explore the effectiveness of marketing
  strategies applied by different publishers in the
  newspaper battle.

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Synopsis (1) The price of Chinese newspapers was
traditionally determined by the Newspaper Society
of Hong Kong and members of the Society would
standardize their press price accordingly. Althou
gh there was no written rule that members had to
follow the standard price, all newspaper
publishers including non-member, Oriental Daily
News, cooperated by following this rule for many
years until a new Chinese newspaper, Apple Daily,
entered the market in June 1995.
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Synopsis (2) Apple Daily was launched in the
newspaper market with indirect promotional
strategies to reduce its cover price to 2. Such
price cutting caused confusion and uncertainty in
the newspaper market in Hong Kong where the
selling price was standardized at 5.
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Synopsis (3) On December 9, 1995, Oriental Daily
News sparked the price war by cutting its
newsstand price from 5 to 2 a copy, a giveaway
level. Apple Daily, Sing Pao, Hong Kong Daily
News, and Tin Tin Daily News soon followed suit
with their prices varying from 1 to 4.
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• Discussion Questions
• About Apple Daily the Chinese Newspaper
  Industry
• Analyze the Chinese newspaper industry according
  to Porters Five-Factor Model. Which factor(s)
  would you most important in this industry?
• 2. Discuss the key factors leading to the
  successful launching of Apple Daily. What do you
  think is Apple Dailys core competence?

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Discussion Questions About the Price War 3.
When is it justified for a new entrant to adopt a
low price to gain an advantage in the market? 4.
As soon as Oriented Daily News reduced its
selling price from 5 to 2, other newspaper also
followed suit with a price cut. Do you think that
was a good move? Was there an alternative to the
price cut? 5. Did the price cut spark a sensible
war in the Chinese newspaper industry?
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Porters Five-Factor Model
Competition among existing firms
Threat of Potential Entrants
Threat of Substitute Products
Industry Profitability
Bargaining Power of Customers
Bargaining Power of Suppliers
Source Adapted from Michael E. Porter, Industry
Structure and Competitive Strategy Keys to
Profitability Financial Analysis
Journal,July-August 1980,p.33.
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Discussion Questions - Porters Five-Factor Model
(1) The important forces are the rivalry among
the incumbents and the power of
suppliers. Justification The market is
dominated by the 5 most popular Chinese-language
newspaper. The major input into a newspaper is
newsprint but its costs had soared about 30. The
supplier power is very strong as the Hong Kong
market is only a small part of the global market
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• Discussion Questions - Porters Five-Factor Model
  (2)
• The threat of substitution (magazines or TV
  programs) is also significant.
• The threat of entry is relatively low as the
  newspaper industry has no specific regulations
  and barriers against a new contender.
• Buyers have limited power as they cannot affect
  the selling price of newspaper.

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• Discussion Questions - Porters Five-Factor Model
  (3)
• However, when considering some negative factors
• soaring newsprint costs, slack advertising,
  self-censorship ahead of Hong Kongs reversion to
  Chinese rule in 1997, the economic recession in
  Hong Kong
• The newspaper industry becomes less attractive.

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Discussion Questions Key factors to success
(1) Key factors to success a. Target segment
a newspaper for the whole family b. Marketing
concept identify the changing needs and wants
of newspaper readers. Position itself as a daily
magazine newspaper. Differ from other traditional
newspaper in terms of design, content and writing
style. c. Coordination of the marketing mix
elements -improve content (product) -aggres
sive price-cut strategy -good incentive to the
distributors -advertising sales promotion to
create awareness and encourage trials on the
product
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Discussion Questions Key factors to success
(2) d. Distinctive image creating a
reputation for -charging the lowest
price -providing prestige quality at a good
price -going all out to give superior customer
service -designing unique product
attributes -coming up with unusually creative
advertising Core Competence Innovative
newspaper content an aggressive marketing
strategy But this competence was not
sustainable because it was easily imitated by
other newspapers.
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Discussion Questions Justification for adopting
a low price (1) Difficulty in creating
sustainable differentiation - Even if the
publisher is tactful enough to create various
unique selling points or identify promising
niches, rivals are still able to imitate this
so-called uniqueness without much
difficulty. Consumer Purchase pattern -
Reading habits are difficult to change and
long-term readers are very unlikely to switch. -
A low price can encourage the variety-seeking
behavior especially from price-conscious
customers.
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Discussion Questions Justification for adopting
a low price (2) Publishers tend to adopt this
strategy in the hope of enjoying scale
economies. If the publisher can successfully
convert price-conscious readers into loyal
readers, it can eventually fine-tune its cost
structure. Whether the product package (in terms
of design, format, content) of the newcomer is
attractive enough to retain customers remains the
key to the success.
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• Discussion Questions Following a price cut is a
  good move or not? Alternative actions?
• All these newspapers targeted the mass market,
  they would have definitely lost a market share if
  they did not follow the move.
• Discounting a price cannot be a long-term
  strategy and they would have to improve the
  quality of their content (consumer survey, top 8
  criteria concerned content)
• Alternative actions
• Entered the price war and simultaneously improved
  the quality and attract new readers (e.g., Hong
  Kong Daily)
• Cut the price but made no improvement caused
  readers to switch (e.g., Tin Tin Daily Sing Pao)

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• Discussion Questions A sensible war or not? (1)
• The main effects of the price war
• It sifted out the less competitive newspapers and
  reallocated the market share among the rest of
  the competitors.
• It also forced the publishers to improve their
  newspapers quality to meet customers wants and
  needs.

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Discussion Questions A sensible war or not?
(2) Not a sensible war In the short run, it
caused publishers to suffer a big loss. The
revenue could not cover the increasing costs of
operation and could not compensate for their
losses through larger market share. In the long
run, it drive out some marginal firms with weak
capital base and led to a higher unemployment
rate. Publishers should have put more effort
into content, style, and paper quality according
to what consumers wanted. The main factor
affecting the sales volume is the product itself
rather than promotion.