1. Marketing case DIY Producing/selling Market situation
XXX is a company operated in Hong Kong for (long, short years)
Product
Service
Product/service life cycle
Situations facing
Producing/selling
Market situation
Issues for services

2. Unsatisfactory performance / further developments
Service quality enhancing strategies
Marketing Mix adopted
Research more about the market and customers
Different stage of Product Life Cycle
Information and Research strategies + techniques
Different product nature
Market segmentation
Factors affecting consumer buying
Target marketing
Consumer buying decision process
Market positioning

3. Size: small ; medium; large
Company type
Size: small ; medium; large
Ownership: sole-proprietor, limited company
Shop: single; chain
Home

4. Convenience good e.g. tissue paper
Product type
Convenience good e.g. tissue paper
Shopping good e.g. TV, smart phone, fashion
Specialty good e.g. antique furniture
Home

5. High contact service e.g. dancing instructions, haircut
Service type
High contact service e.g. dancing instructions, haircut
Low contact service e.g. delivery services
Home

6. Product life cycle
Introduction
Growth
Maturity
Decline
Home

7. Situation facing
Sales: low, increasing, increase at decreasing rate, declining
Average costs: high, average, low, low
Profit: loss, start increase, high, decline
Competition: few, more, large but start to decrease, decline
Customers: innovators, early adopters, middle majority, laggards
Home

8. Issues for services Intangibility Inseparability Perishability
heterogeneity
Home

9. Marketing Mix
Product strategy e.g. price features, brand, packaging and support services etc
Pricing strategy e.g. pricing for new product, factors affecting pricing such as costs, competition, image, other marketing mix, and marketing objectives etc
Place strategy e.g. direct / indirect distribution, intensive, selective and exclusive distribution
Promotion strategy e.g. promotion mix
Home

10. Product Life Cycle Strategies
Introduction
Growth
Maturity
Decline
Product
Price
Place
Promotion
Home

11. Different product nature
Convenience good
Shopping good
Specialty good
Product
Price
Place
Promotion
Home

12. Information and research strategies
Primary or secondary information: advantages/disadvantages, benefits and limitations
Quantitative or qualitative approach: advantages/disadvantages, benefits and limitations
Different sampling methods: advantages/disadvantages, benefits and limitations
Different data collection methods: advantages/disadvantages, benefits and limitations
Consumer relationship management
Home

13. Market Segmentation
Bases of market segmentation: e.g. demographic, geographic, and psychographic etc
Home

14. Target market Differentiated vs undifferentiated
Criteria for a suitable market to be targeted
E.g. size, affordability, accessibility etc
Home

15. Factors affecting consumer behavior
E.g. Cultural, social and psychological etc
Home

16. Consumer buying decision process
E.g.
I realize that the product I have is very outdated
I search information for different providers of the product
I end up with some possible product for purchase and evaluate which one is the most suitable one
I make the decision on purchase
I have different behavior after the purchase
Home

17. Service quality enhancing strategies
Intangibility  e.g. more tangible cues
Inseparability e.g. improving interactive skills
Perishability  e.g. capacity planning and demand management
Heterogeneity  e.g. standardization measures
Home