Professional Development Programme on Enriching
Knowledge of the Business, Accounting and Financial Studies (BAFS) Curriculum <Elective Part>
Course Title: Marketing Strategies for Goods & Services
(Business Management Module)
Intended Learning Outcomes
Upon completion of this course, teacher participants should be able to:
differentiate various segmentation methods;
identify market niche and develop the strategy of positioning;
apply appropriate marketing mix strategies to different stages of product life cycle;
apply marketing mix strategies for services;
recognize the importance of Customer Relationship
Corresponding Syllabuses in HKDSE Exam
Explain different types of market segmentation methods;
Explain the factors affecting the determination of target market: market niche and positioning;
Apply various marketing mix strategies to different stages of the product life cycle;
Explain the characteristics of services and their effect on marketing mix design;
Explain the importance of Customer Relationship Management (CRM) to the marketing process.
31 August 2011 3
Agenda
10 mins Opening Remarks
30 mins Segmentation methods 25 mins Market niche &
positioning
25 mins Product life cycle 10 mins Break
25 mins Marketing mix
strategies for services 25 mins Importance of CRM to
marketing process
Each of the 5 topics will cover:
Definition
Explanation with examples
Case analysis &
application Test Yourself Where applicable,
will also cover:
Advanced topics Challenge Corner Each of the 5 topics
will cover:
Definition
Explanation with examples
Case analysis &
application Test Yourself
Where applicable, will also cover:
Advanced topics
Challenge Corner
31 August 2011
Write down what you think.
Turn to your neighbor, compare and share.
How are your ideas similar?
How are they different?
5
Elements of a Marketing Plan
a) Product life cycle b) Services firm
c) Customer
Relationship Mgt
Market Segmentation Methods
31 August 2011 7
Why market segmentation is Important?
Never !
Could you think of any product which can satisfy the demand of ALL potential customers who
feel thirsty?
When consumers feel thirsty ~~~
31 August 2011
Customers with different characteristics have different needs and wants
Why market segmentation is Important?
Water
Tea Coffee
Juice
Soft Drinks
9
Segmentation
Target marketing
Why Segmentation is Important?
Market segment
is a group of consumers who respond in a similar way to a given set of marketing efforts.
Market segmentation
is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or buying behavior and who require separate products or marketing mixes.
Customer-Driven Marketing Strategy
31 August 2011 11
數碼單鏡反光相機 數碼輕便相機
相機
Market Segmentation Strategy
Adapted from Marketing:
Segmenting Consumer Markets
31 August 2011 13
Segmenting Consumer Markets
Geographic Segmentation
World region North America, Western Europe, Middle East, Pacific Rim, China, India, Canada, Brazil
Country region
Pacific, Mountain, West North Central, West South Central, East North Central, East South Central, South Atlantic, Middle Atlantic, New England
City or metro size
Under 5,000; 5,000‐20,000; 20,000‐50,000; 50,000‐100,000;
100,000‐250,000; 250,000‐500,000; 500,000‐1,000,000;
1,000,000‐4,000,000; over 4,000,000
Density Urban, suburban, rural
Geographic
31 August 2011 15
Products Localization &
Marketing Mix Adaptation
Segmenting Consumer Markets
Demographic Segmentation
Age Under 6, 6‐11, 12‐19, 20‐34, 35‐49, 50‐64, 65+
Gender Male, female Family size 1‐2, 3‐4, 5+
Family life cycle Young, single; married, no children; married with children; single parents;
unmarried couples; older, married, no children under 18; older, single; other Income Under $20,000; $20,000‐$30,000; $30,000‐$50,000; $50,000‐$100,000;
$100,000‐$250,000; $250,000 and over Occupation
Professional and technical; managers, officials, and proprietors; clerical; sales;
craftspeople; supervisors; farmers; retired; students; homemakers;
unemployed
Education Primary school or less; some high school; high school graduate; some college;
college graduate
Religion Catholic, Protestant, Jewish, Muslim, Hindu, other Race Asian, Hispanic, Black, White
Generation Baby boomer, Generation X, Millennial
Nationality North American, South American, British, French, German, Russian, Japanese
31 August 2011 17
Hong Kong Statistics by District
• This is a complete source of information with household demographics:
• http://www.censtatd.gov.hk/hong_kong_statistics/statistics_on_map/index.jsp
Most popular
segmentation method because
consumer needs
& wants often vary closely with demographic reason It is easier to
measure than
other types of variables
31 August 2011 19
• Age and life‐cycle stage
• Example
Youth = younger than 18 Getting started = 18–35
Builders = 35–50 Accumulators = 50–60
Personal Factors
Characteristics Affecting Consumer Behavior
Life Cycle Stage
Photo by Marketing Management Kotler and Keller, Pearson
Advanced
Characteristics Affecting Consumer Behavior
Occupation affects the goods and services bought by consumers
Economic situation includes trends in:
Personal Factors
31 August 2011
Advanced
21
Demographic Targeting by Age
VS
Example:
Pay Less for Adults
Example:
Packaging
for Kids
Segmenting Consumer Markets
Psychographic Segmentation
Social class
Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers
Lifestyle Achievers, strivers, survivors
Personality Compulsive, outgoing, authoritarian, ambitious
31 August 2011 23
Psychographic
Social Class Lifestyle
Personality
Reason:
People in the SAME
demographic group can have
DIFFERENT psychographic
makeup
Examples:
Mitsubishi Honda
Examples :
Mercedes Benz Ferrari
Psychographic Targeting by Social Class
VS
31 August 2011 25
Social classes are society’s divisions whose members share similar values, interests, and behaviors
• Measured by a combination of occupation, income, education, wealth, and other variables
• Social roles and status are the groups, clubs, and organizations that a person belongs
Social Factors
Characteristics Affecting Consumer Behavior
Advanced
• The goods that customers buy express their lifestyles
Psychographic Targeting by Lifestyles
31 August 2011 27
Characteristics Affecting Consumer Behavior
Lifestyle is a person’s pattern of living
• Measures a consumer’s AIOs (activities,
interests, opinions) to capture information about a person’s pattern of acting and
interacting in the environment
Personal Factors
Advanced
Personality and Self‐Concept
– Personality refers to the unique psychological characteristics that lead to consistent
responses to the consumer’s environment Personal Factors
Characteristics Affecting Consumer Behavior
31 August 2011
Advanced
29
Segmenting Consumer Markets
Behavioral Segmentation
Occasions Regular occasion, special occasion, holiday, seasonal Benefits Quality, service, economy, convenience, speed
User status Nonuser, ex‐user, potential user, first‐time user, regular user
User rates Light user, medium user, heavy user Loyalty status None, medium, strong, absolute
Readiness stage Unaware, aware, informed, interested, desirous, intending to buy
31 August 2011
Behavioral Targeting by Occasion
31
provide credit rewards
small business benefits
-
Different segments desire
different benefits from products.
-
Product are grouped according to the principal benefits which customers perceive that their
Behavioral Targeting by
Benefit Sought
• Marketers try to spot cultural shift so that they can discover new wants and desires, and then develop new products to meet the new wants and desires.
• An example is the shift toward health and fitness, which creates a huge industry.
Behavioral Targeting by Attitude toward Product
31 August 2011 33
Market Segmentation
Recommendations
Best to use multiple approaches in order to identify smaller, better‐defined target groups.
Start with a single base and then expand to
other bases.
Age + Lifecycle Stage
Using Multiple Segmentation Base
31 August 2011 35
Gender and Income
Using Multiple Segmentation Base
Many firms make an effort to identify smaller, better‐defined target groups to ensure productive results by using ________.
31 August 2011
Challenge Corner
a) loyalty segmentation
b) multiple segmentation bases c) targeting
d) mass marketing
37
Case Study & Test Yourself
‐ Market Segmentation
Apply market
segmentation methods
to Starbucks’ consumer market
31 August 2011
Market Segmentation of
the Consumer Market for Starbucks
Adapted from Marketing Management Kotler and Keller, Pearson 39
Suggested Answers:
Market Segmentation of
the Consumer Market for Starbucks
31 August 2011
Market Segmentation of
the Consumer Market for Starbucks
Adapted from Marketing Management Kotler and Keller, Pearson 41
Suggested Answers:
Market Segmentation of
the Consumer Market for Starbucks
31 August 2011
Behavioral segmentation
Suggested Answers:
Market Segmentation of
the Consumer Market for Starbucks
43
Marketing Niche &
Positioning
Designing a customer‐driven marketing strategy involves:
►
Segmentation
►
Targeting
►
Differentiation
►
Positioning
Source: Marketing: An Introduction, Armstrong
& Kotler
Customer-driven Marketing Strategy
45
In concept, marketing boils down to 2
questions:
(1)Which
customers will we serve?
(2)How will we serve them?
The goal is to create more value for the customers we serve than competitors do.
31 August 2011
46
Major Steps
Target marketing is the
process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter.
Customer-Centered Marketing Strategy
Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of the target consumer.
31 August 2011
Photo by Marketing Management Kotler and Keller, Pearson
47
Four Principles of Positioning Strategy A company cannot do all things to all people – must focus its efforts
Must establish position for firm or product in minds of customers
Position should be distinctive, providing one simple, consistent message
Position must set firm/product apart from
Choosing a Positioning Strategy - The Steps
31 August 2011 49
An example of positioning statement
Target market
"To busy, mobile
professionals who need to always be in the loop,
BlackBerry is a wireless
connectivity solution that gives you an easier, more reliable way to stay
connected to data,
people, and resources
Competitive advantage
agnes b. examples of positioning statements
31 August 2011 51
Using Positioning Maps to Plot Competitive Strategy
• Great tool to visualize competitive positioning.
• Useful way to represent consumer perceptions of alternative products graphically.
• Information about a product can be obtained from
market data, derived from ratings by representative
consumers, or both.
Positioning and Segmentation of Instant Cereal Breakfast
31 August 2011
Source: ouhk.edu.hk
53
Giordano slowly moves its positioning upward to meet the rising affluence, hence the resulting desire for high‐end apparel of its
core target segment
BA – Baleno BS – Bossini E – Esprit
G Cur – Giordano Current GL – Giordano Ladies G New – new, aspired position for all
its country operations
GL
Up-market
Specific segment
E TH
HT
G New
G Cur BA
BS
General appeal
Identifying a set of possible competitive advantages to build a position by providing superior value from:
Choosing a Positioning Strategy by Differentiation
31 August 2011
Advanced
55
Choosing a Positioning Strategy by Differentiation
Advanced
Market nichers are firms that serve small market segments not being pursued by other firms.
Competitive Positions
57
Market leader Market
challenger
Market follower Market
nichers
Photo by
Marketing Management Kotler & Keller, Pearson
31 August 2011
Ideal market niche is big enough to be profitable with high growth potential and has little interest from competitors.
Key to market niching is specialization
•Market
•Customer
• Product
• Marketing mix
Market Nicher Strategies
Market Nicher Strategies LOUIS VUITTON
• 1837 年 ， 一 個 從 鄉 間 來 到 巴 黎 的 16 歲 少 年 ～ Louis Vuitton，便是這個名牌傳奇的開場人。
• 以旅行箱起家的LOUIS VUITTON，因其超卓的技
藝與獨創布料，打下了「滴水不漏」的名號，成 為當時貴族們旅行愛用的高級品牌。
• 1896年，Louis Vuitton的兒子George Vuitton，
設計了以LV縮寫與四瓣花組合成的「Monogram
」圖紋，更將LOUIS VUITTON的聲勢推向高潮，
成為我們所熟知的經典名牌。
31 August 2011 59
Beating the Commodity Trap, How to Maximize Your Competitive Position and Increase Your Pricing
Power
by Richard A. D’Aveni Harvard Business Press © 2010
Market Nicher Strategies
• Over time, a company’s product or service becomes
indistinguishable from others in the market, and consumers buy on price alone—so a once‐unique product becomes a
commodity.
WHY DIFFERENTIATION IS NOT ENOUGH
• Differentiation can be a powerful way to change positioning.
But it is only part of the solution.
• The answers lie with anticipation.
Market Nicher Strategies - Commoditization
31 August 2011
Advanced
61
Price Benefits to customers
Low‐end firms enter with low‐cost/low‐
benefit offerings that attract the mass market.
as Zara did to high‐end fashion companies in Europe
Price Benefits to customers
Companies develop new combinations of price paired with several unique benefits that attack part of an
incumbents’ market
as 3D‐GOLD did to Tse Sui Luen & Chow Seng Seng
Price
Benefits to
Players offer more benefits for the same
or lower price, squeezing everyone’s as Apple did with its series of iPods
Market Nicher Strategies - Commoditization
Advanced
南 韓 地 鐵 月 台 變 身 虛 擬 超 市
31 August 2011
這 個 構 思 來 自 南 韓 第 二 大 的 連 鎖 超 市 集 團 ， 他 們 一 直 想 挑 戰 一 哥 ， 不 過 分 店 數 目 始 終 不 及 對 手 多 ， 所 以 他 們 想 了 個 辦 法 ， 不 開 設 新 店 一 樣 可 以 增 加 生 意 額 。
集 團 以 首 爾 一 個 地 鐵 站 做 試 點 ， 將 月 台 廣 告 位 變 成 超 市 貨 架 一 樣 ， 但 每 件 貨 品 下 都 印 了 對 應 的 QR 條 碼 。 只 要 用 手 機 拍 下 條 碼 ， 就 可 以 將 貨 品 加 入 你 在 網 上 的 購 物 籃 ， 選 好 貨 物 就 可 經 手 機 付 款 ， 超 市 收 到 訂 單 後 ， 就 會 將 貨 物 即 日 送 到 客 戶 住 所 。
有線寬頻 i-cable.com
Market Nicher Strategies
63
The marketing approach that is most effective today for a small business is ________.
a)individualized (one‐to‐one) marketing b)differentiated segmentation
c)undifferentiated marketing d)niche marketing
Challenge Corner
Case Study & Test Yourself
‐ Marketing Niche
& Positioning
Apply the targeting & positioning for the niche marketer – Cable TV
31 August 2011 65
Suggested Answers Positioning
for the niche market –
Cable TV
Application of
Marketing Mix Strategies to Different Stages
of Product Life Cycle
31 August 2011 67
The PLC is the course that a product’s sales and profits Usually each product has its life cycle, although its
exact shape and length is not known in advance.
Stages in
Product Life Cycle
Stages in the Product Life Cycle
High Costs High
Costs Profits
Peak Profits
Peak Sales
Peak Sales
Peak
Sales &
Profits Fall Sales &
Profits Fall High
Costs Sales
Climb
Profits Peak
Sales Peak High
Costs
Sales
Climb Profits
Peak
Sales Peak
Product development
Introduction, example: iPad2
Growth, example: high‐definition TVs Maturity, example: DVD players
Decline, example: video tapes
31 August 2011 69
Common Product Life-Cycle Patterns
Style, Fashion, and Fad Life Cycles
Marketing Management Kotler and Keller, Pearson
31 August 2011 71
Question:
Is PLC applicable to all products?
NO ~ NO ~ ☺
Some well‐managed brands, such as Kodak, Coca Cola, Polo
Ralph Lauren, has lived for
more than 100 years.
The Marketing Mix
P roduct
P lace
P rice
P romotion
Marketing Strategies in the Product Life Cycle
31 August 2011 73
Marketing mix is the set of controllable
tactical marketing tools—product, price,
place, and promotion—that the firm blends to produce the response it wants in the
target market.
Developing an Integrated Marketing Mix
31 August 2011
Informative Advertising
Persuasive Advertising
Reminder Advertising
Price & promotion changed to increase life of product Increase
brand loyalty
Increase awareness
75
Product Life Cycle Stage Product Development Stage
It begins when the company finds and develops new‐product ideas.
Sales are zero in this stage and the company’s
investment costs are high.
Product Life Cycle Stage Product Development Stage
31 August 2011 77
Product Development stage
New product development is risky.
To create successful new products, a company must understand its consumers, markets, and competitors and develop products that deliver superior value to customers.
PLC Marketing Strategies
Introduction Product Life Cycle Stage stage 介紹期
31 August 2011
Characteristics Introduction Stage
Sales Low sales
Costs High cost per customer
Profits Negative
Customers Innovators
Competitors Few
79
Marketing Strategies at Different Stages of the PLC
Marketing Objectives
Create product awareness and trial
Strategies
Product Initially offer a basic product
Price Skimming and penetration pricing
Place Build selective distribution
Promotion ‐ Advertising Build product awareness among early adopters and dealers Promotion ‐ Sales Promotion Use heavy sales promotion to attract trial
Introduction stage
Growth Stage
Product Life Cycle Stage
31 August 2011
Characteristics Growth Stage
Sales Rapid rising sales
Costs Average cost per customer
Profits Rising profits
Customers Early adopters
Competitors Growing number
81
Marketing Strategies at Different Stages of the PLC
Marketing Objectives
Maximize market share
Strategies
Product Offer product features, service, warranty Price Competitive pricing to penetrate market
Place Build intensive distribution
Promotion ‐ Advertising Build awareness and interest in the mass market Promotion ‐ Sales
Promotion
Reduce to take advantage of heavy consumer demand
Adapted from Marketing Management, Kotler and Keller, Pearson
Growth Stage
Maturity Stage
Product Life Cycle Stage
31 August 2011
Characteristics Maturity Stage
Sales Peak sales
Costs Low cost per customer
Profits High profits
Customers Middle majority
Competitors Stable number beginning to decline
83
Marketing Strategies at Different Stages of the PLC
Marketing Objectives
Maximize profit while defending market
Strategies
Product Diversify brand and models
Price Pricing to match or beat competitors
Place Build more intensive distribution
Promotion – Advertising Stress brand differences and benefits Promotion – Sales Promotion Increase to encourage brand switching
Adapted from Marketing Management, Kotler and Keller, Pearson
Maturity Stage
Market modifying Product modifying
Marketing mix modifying
Maturity Stage Modifying Strategies PLC Marketing Strategies
31 August 2011 85
Decline stage
Product Life Cycle Stage
Characteristics Decline Stage
Sales Declining sales
Costs Low cost per customer
Profits Declining profits
Marketing Strategies at Different Stages of the PLC
Strategies
Product Phase out weak items
Price Cut price
Place Go selective: phase out unprofitable outlets
Promotion – Advertising Reduce to level needed to retain hard‐core loyals Promotion –
Sales Promotion
Reduce to minimal level
31 August 2011
Adapted from Marketing Management, Kotler and Keller,
Pearson
Decline stage
87
Companies need to pay more attention to aging products.
Marketers have 3 options:
to maintain a brand without change
in the hope that competitors will leave the industry
to harvest the product
Reducing various costs and hoping that sales hold up
to drop the product from the line
PLC Marketing Strategies
Decline stage
Internet‐enabled mobile phones are currently experiencing rapid market acceptance and increasing profits. Which stage of the product life‐
cycle does this represent?
a) Introduction b) Growth
c) Maturity d) Decline
31 August 2011
Challenge Corner
89
Product Life Cycle of Mobile Phone
• Product development: 70s
• Introduction: 80s
• Growth: 90s
• Maturity: 2000’s 2010’s
• Decline: Future
31 August 2011
Case Study & Test Yourself
‐ PLC
Apply the product life cycle to
Nintendo Wii
Adapted from Marketing Management Kotler and Keller, Pearson
91
Suggested Answers
PLC of Nintendo Wii
31 August 2011
Suggested Answers PLC of Nintendo Wii
93
Suggested Answers
The “Right” Marketing Mix Strategies
31 August 2011
Suggested Answers
The “Right” Marketing Mix Strategies
95
Application of
Marketing Mix Strategies
For Services
31 August 2011
Marketing Mix Design for Products vs
Marketing Mix Design for Services
vs
Distinction between goods and services is not always clear-cut as many services also have tangible aspects to them.
Example:
Florist
Example:
Hair Salon
97
The Tangibility Continuum & Continuum of
Evaluation for Various Products/Services
Service Products vs Customer Service
• A firm’s market offerings are divided into
core product elements and
supplementary service elements
• Need to distinguish between:
– Marketing of services – when service is the core product
– Marketing through service – when good service increases the value of a core physical good
99
Adapted from Services Marketing Lovelock & Wirtz, Pearson
31 August 2011
Summary
Intangibility Inseparability Variability Perishability
UniqueCharacteristics
Extended Marketing
Product Place & Time Price Promotion & Education Process
Services Marketing
Services Characteristics
31 August 2011
Example:
Dining in hotel restaurant
Example:
Doctor’s surgery
Example:
Riding in taxi
101
無形性 生產與消費不可分割
多變性 易逝性
Marketing Management Kotler and Keller Pearson Education
Services
Characteristics
Marketing Strategies for Service Firms
Service‐profit chain is the chain that links service firm profits with employee and customer
satisfaction.
31 August 2011 103
The “ 7 Ps ” of services marketing are needed to create viable strategies for
meeting customer needs profitably
Traditional Marketing Mix Applied to Services
– Product
– Place and Time – Price
– Promotion and Education
Extended Marketing Mix for Services
– Process
– Physical Environment
Product elements: All components of the service performance that create value for customers.
Place and time: When, where, and how to deliver services to customers.
Price : All the outlay incurred by customers in obtaining benefits from the service product costs of service, including money, time expenditures, physical and mental effort.
Promotion and education: All communications activities and incentives designed to inform and educate customers, build preference for a particular service, and encourage them to take action.
Process: Design of the method and sequence of actions in service creation and delivery.
Physical environment: The appearance of buildings, equipment, interiors, personnel, and other clues that provide evidence of service quality.
People: Interactions with employees involved in service production and with other customers encountered during service delivery.
The “ 7 Ps ” of services marketing are needed to create viable strategies for
meeting customer needs profitably
31 August 2011 105
Service Environment
Case Study & Test Yourself – Services Marketing
Apply the seven Ps of service that involved
in a banking service
31 August 2011 107
Suggested Answers
Seven Ps in a banking service
31 August 2011
Suggested Answers
Seven Ps in a banking service
109
Suggested Answers
Seven Ps in a banking service
Importance of
Customer Relationship Management (CRM) to the
Marketing Process
31 August 2011 111
Add Customer Attrition to the P&L Sheet
Customer Dissatisfaction is Expensive
31 August 2011 113
Customer Relationship Management Anton & Petouhoff
Pearson Education
Customer Disloyalty vs Service
31 August 2011 115
Framework for CRM
Steps:
Collect meaningful customer information and compile a database.
Mine the database to identify “best” customers.
Identify prospects and customers
Use the information to develop lasting relationships with “best” customers.
Differentiate customers by needs and value to company Interact to improve knowledge
Customize for each customer
Using the CRM Database
To identify prospects
To target offers To deepen loyalty To reactivate customers
To avoid mistakes
31 August 2011 117
Relating with More Carefully
Selected Customers Relating with More Carefully
Selected
Customers Relating More
Deeply and Interactively Relating More
Deeply and Interactively
Using selective relationship
management to target fewer, more
Incorporating more interactive two way relationships through blogs, Websites, online communities and social networks
Building Customer Relationships - The Changing Nature of Customer Relationships
持續與顧客溝通及收集意見
Capturing Value from Customers
• Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized
• Different types of customers require different relationship management strategies
– Build the right relationship with the right customers
31 August 2011 119
Loyalty 忠誠度 and Organizational Actions
Customer
loyalty to: Organizational Actions
Brand Brand images/positioning…promotion
Product Accessories, complementary items, reliability…production Company Personal connections/reinforcement/trust…public relations Customers Interpersonal meetings, chats, reunions…
target markets
Price Discounts, coupons, everyday low pricing…efficiencies Place Outlet, aromas, sounds, excitement…atmosphericsCase Study & Test Yourself – CRM
Applying Customer Relationship
Management to the Marketing Process
31 August 2011 121
Jane’s CRM & Marketing Efforts
• Jane has a small jewelry store.
• She is in the process of implementing the use of a database to assist her company in its marketing efforts.
• List five ways in which she might be able to
use the database for marketing efforts.
123
Suggested Answers
Jane’s CRM & Marketing Efforts
31 August 2011
• Jane’s jewelry store grows into a chain with few stores over some years. The company continues to collect information about its customers and maintain a database.
• Recently, however, Jane’s company has been losing customers to competitors as the expansion has made it difficult to personalize services.
• How can Jane use its customer database to reactivate customer purchases?
Jane’s CRM &
Customer Reactivation
125
Suggested Answers Jane’s CRM &
Customer Reactivation
31 August 2011
The Revamped Ocean Park
(A Success Story on How Ocean Park Turned
the Disney Threat on its Head)
31 August 2011
Number of Attendance at Ocean Park
0 1 2 3 4 5 6
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Years
attendance (million)
http://www.oceanpark.com.hk/html/tc/footer/corporate-information/ar.html
The Revamped Ocean Park
127
The Revamped Ocean Park
31 August 2011
海園新景點搶學童客
takungpao.com.hk
裝扮成恐龍大帝的海洋公 園主席盛智文和演藝人員
以及小朋友在“化骨龍齊 齊玩＂中體驗發掘恐龍化
石的樂趣。新華社The Revamped Ocean Park
Process Customer
Relationship Management
Market Segment
129
2005年入場人數創開業以來新高。
在擴建期間會維持開放，
每隔數月有新項目開幕。
【明報專訊】 2006年11月
增加了不少互動元素包括幫遊客
「化死人妝」和「瞓棺材火葬」等，
投資的製作費高達八位數字。
Video - 哈囉喂市場攻略大揭秘 OceanPark's halloween
marketing strategy
主席盛智文在記者會 以「孟婆」造型現身，
將以10倍驚嚇、
10倍歡樂
東方 2010年9月
The Revamped Ocean Park
131
2005年入場人數創開業以來新高。
在擴建期間會維持開放，
每隔數月有新項目開幕。
【明報專訊】 2006年11月
The Revamped Ocean Park
Product (new)
31 August 2011 131
增加了不少互動元素包括幫遊客
「化死人妝」和「瞓棺材火葬」等，
投資的製作費高達八位數字。
東方 2010年9月
The Revamped Ocean Park
Product
&
Process
133
主席盛智文在記者會 以「孟婆」造型現身，
將以10倍驚嚇、
10倍歡樂
慶祝「10月全城哈囉喂」10周年
香港商報 2010年9月
The Revamped Ocean Park
Promotion
&
CRM
31 August 2011 133
Video - Ocean Park's halloween marketing strategy
http://www.youtube.com/watch?v=5docgVN8HH
The Revamped Ocean Park
Market segmentation
Market niche and positioning Product life cycle
7Ps for services marketing
Customer relationship management
Integrative Exercises
The Revamped Ocean Park
31 August 2011 135
End of Presentation End of Presentation
Please complete the evaluation form.
Please complete the evaluation form.
Thank You Very Much!
Thank You Very Much!
31 August 2011
References
• Lovelock & Wirtz, (2011), Services Marketing, Pearson Education, Inc. publishing as Prentice Hall
• Kotler & Armstrong (2011), Marketing: An Introduction, Pearson International Edition, Prentice‐Hall
• Philip Kotler and Lane Keller (2009), Marketing Management, Upper Saddle River, NJ, Prentice‐Hall
• Kotler & Armstrong, Principles of Marketing, Pearson
• Kotler & Keller, Framework for Marketing Management, Pearson
• Morradian & Matzler, Strategic Marketing, Pearson
• Levens, Marketing: Defined, Explained, Applied, Pearson
• Anton & Petouhoff, Customer Relationship Management, Pearson Education
• Zikmund, G William, Mcleod Raymond, Jr & Gilbert Faye W. Customer Relationship Management
137
• Norman M Scarborough (2011), Essentials of Entrepreneurship and Small Business Management: Global Edition, 6
thEdition, New York: Pearson Higher Education
• Richard A. D’Aveni (2010), Beating the Commodity Trap, How to Maximize Your Competitive Position and Increase Your Pricing Power, Harvard Business Press
• Kevin K F Wong (1999), Strategic Theming in Theme Park Marketing
• Gurval, Robert, PhD, Smith, Dayle, PhD, Tips and Techniques for Engaging a Crowd
• Wikipedia
• Hong Kong Statistics by District
http://www.censtatd.gov.hk/hong_kong_statistics/statistics_on_map/index.jsp
• https://www.citibank.com/us/cards/index.jsp
• ouhk.edu.hk
References
31 August 2011
• http://www.oceanpark.com.hk/html/tc/footer/corporate‐information/ar.html
• takungpao.com.hk
• xinhuanet, http://big51.chinataiwan.org/tp/jctp/200906/t20090624_929181.htm
• http://orientaldaily.on.cc/cnt/news/20100902/00176_100.html?pubdate=20100902
• http://www.hkcd.com.hk/content/2010‐09/02/content_2587841.htm
• http://www.takungpao.com.hk/news/09/06/30/TTP‐1105157.htm
• http://zh‐tw.facebook.com/hkoceanpark
• http://www.youtube.com/watch?v=5docgVN8HHU
• http://www.marketing‐interactive.com/news/515
• http://www.scmp.com/portal/site/SCMP/menuitem.06f0b401397a029733492d925 3a0a0a0?vgnextoid=f981427aa4a21110VgnVCM100000360a0a0aRCRD&s=Archive
References
139
