Marketing Management Teaching Note of Final Report Marketing Management Teaching Note of Final Report Chief 蕭馨妤 Indian 廖國龍 Indian 陳逸嫺 Indian 徐碧君 Indian 林明信 Indian 李晏肇

Agenda Case one: Amber Inn & Suites, Inc. Case two: GloFish, LLC

Amber Inn & Suites, Inc. Target Audience –The Catering Industrial Practitioner –The Hospitality Industrial Practitioner –The students who are interested in Business Reengineering

Amber Inn & Suites, Inc. Case Objective –Make sure the company ’ s market position, market segmentation and market targeting to do the advertising strategy correctly

Amber Inn & Suites, Inc. Questions –What is the allocation of media advertising dollars of Amber Inn between the pleasure/vacation traveler and business traveler market? –What is “ frontier ” strategy? How does it help Amber Inn to achieve its goal? –Compare the affect of “ weekend specials ” with “ free-night stay ” promotion.

Amber Inn & Suites, Inc. Case Exercise –Assume that you are the Senior Vice- President of Sales and Marketing at Amber Inn & Suites, Inc.. Base on the questions of the case, develop a executive summary to achieve Amber Inn ’ s profitability within 2 years.

GloFish LLC Target Audience –Internet Marketing Practitioner –Creative Marketing Practitioner –Biotechnology Marketing Practitioner

GloFish LLC Case Objective –Marketing channels play an integral role in an organization ’ s marketing strategy. Channels not only link a producer of goods to the goods ’ buyers but also provide the means through which an organization implements its marketing strategy.

GloFish LLC Questions –Which distribution should GloFish LLC select? –How does GloFish LLC promote their product based on the resources that it presently?

GloFish LLC Case Exercise –Assume that you are hired by GloFish LLC CEO, Base on the analysis result of 5 distribution, develop a executive summary to each alternatives.