捷蓝的市场营销分析案例英文版
简易营销策划方案英语版
简易营销策划方案英语版1. Introduction:The objective of this marketing plan is to outline strategies and tactics for enhancing the promotion of a new product in order to generate consumer interest, increase sales, and build brand awareness. The product being promoted is a new line of organic skincare products targeted towards health-conscious consumers.2. Market Analysis:2.1 Target Market: The target market for the new organic skincare products includes individuals aged 25-45, who are health-conscious, environmentally conscious, and willing to spend more on premium-quality skincare products.2.2 Competitor Analysis: Conduct a thorough analysis of key competitors in the organic skincare market toidentify their strengths, weaknesses, and unique selling propositions (USPs). This will help in positioning the new product effectively and highlighting its unique features and benefits.2.3 Customer Analysis: Understand the needs, preferences, and purchasing behavior of the target market through market research. This can be done through surveys, focus groups, and social media listening, providing valuable insights into product preferences, price sensitivity, and consumer demands.3. Marketing Objectives:3.1 Increase brand awareness: Increase brand recognition and awareness among the target market by 20% within the first six months of the marketing campaign.3.2 Increase sales: Achieve a 15% increase in sales revenue within the first year of the marketing campaign.3.3 Build customer loyalty: Establish a loyal customer base by increasing customer retention rate by 10% within the first year.4. Marketing Strategies:4.1 Product Positioning: Position the new organic skincare products as a premium, high-quality, and sustainable alternative to conventional skincare products in the market. Highlight the use of organic ingredients, cruelty-free production processes, and eco-friendly packaging.4.2 Pricing Strategy: Price the new products at a premium range to reflect the quality and benefits associated with organic skincare. Offer introductory discounts or promotional packages to attract price-sensitive customers and encourage trial.4.3 Promotional Campaign: Develop an integrated promotional campaign using various channels to reach the target market effectively.4.3.1 Traditional Advertising: Utilize print media, such as magazines and newspapers, to showcase the brand and product benefits through visually appealing and informative advertisements. Also, consider outdoor advertising through billboards and public transportation advertising to increase brand visibility.4.3.2 Digital Advertising: Leverage social media platforms, such as Facebook, Instagram, and Twitter, to engage with the target market and create brand awareness through regular posts, promotions, and influencers. Additionally, invest in targeted online advertising, such as Google AdWords and display ads on relevant websites.4.3.3 Public Relations: Collaborate with beauty influencers and bloggers to review and promote the new products. Use press releases to announce the launch of the products and attract media coverage. Sponsor relevant events and participate in trade shows and exhibitions to showcase the product line.4.3.4 Referral Programs: Implement a referral program to incentivize existing customers to refer their friends and family to try the new product line. Offer discounts or rewards for successful referrals to encourage customer advocacy and word-of-mouth marketing.4.4 Packaging and Design: Invest in visually appealing and eco-friendly packaging to enhance the product's desirability and sustainability credentials. Ensure thatthe packaging effectively communicates the key selling points and benefits of the product to consumers.4.5 Distribution Channels: Establish distribution partnerships with reputable retailers, both online and offline, that align with the company's brand image and target market. This includes high-end beauty stores, department stores, and online platforms specializing in organic and natural beauty products.5. Implementation and Evaluation:5.1 Timeline: Develop a detailed timeline with specific milestones and deadlines for the execution of each marketing strategy and tactic. Regularly review the progress and make necessary adjustments to ensure timely implementation.5.2 Key Performance Indicators (KPIs): Monitor and measure the effectiveness of the marketing campaign using KPIs such as sales revenue, brand awareness, customer retention rate, website traffic, and social media engagement. Analyze the data regularly to identify areas of improvement and modify strategies accordingly.5.3 Budget: Allocate a sufficient budget for the marketing campaign, considering various costs such as advertising, promotional materials, packaging, and event sponsorship.5.4 Continual Improvement: Regularly assess the effectiveness of the marketing strategies and tactics andmake necessary changes based on consumer feedback, market trends, and competitive landscape analysis.6. Conclusion:By implementing these strategies and tactics, the marketing campaign aims to enhance the promotion of the new organic skincare products, thereby increasing brand awareness, sales revenue, and customer loyalty. Continuous evaluation, adjustment, and improvement will be key to the success of the marketing plan.。
市场营销策划方案英文版
市场营销策划方案英文版1. Executive SummaryThis marketing planning proposal is designed to outline the strategic direction and tactics for a marketing campaign. The objective of this proposal is to increase brand awareness, attract new customers, and drive sales for the company. This proposal outlines a comprehensive marketing strategy including market analysis, target audience identification, goals, objectives, budget, and tactics.2. IntroductionCompany XYZ is a leading provider of consumer electronics with a wide range of products including smartphones, tablets, and smart home devices. Despite having a strong presence in the market, the company is facing increased competition and a decline in sales. This marketing planning proposal aims to reverse this trend and regain market share.3. Market AnalysisA thorough market analysis is necessary to identify the target audience and understand their needs and preferences. The analysis includes studying the current market trends, analyzing competitors' strategies, and identifying the strengths and weaknesses of the company.4. Target Audience IdentificationBased on the market analysis, the target audience for the marketing campaign is identified as tech-savvy millennials and young professionals aged 18-35. This segment is highly active on social media platforms and values brands that offer innovative and high-quality products.5. Goals and ObjectivesThe primary goal of this marketing campaign is to increase brand awareness and enhance brand image among the target audience. The objectives include:- Increase overall sales by 15% within the next six months.- Increase brand awareness by 20% among the target audience within the next three months.- Increase customer engagement on social media platforms by 50% within the next three months.6. Marketing StrategyThe marketing strategy revolves around three main pillars: social media marketing, influencer partnerships, and experiential marketing.6.1 Social Media MarketingA comprehensive social media marketing plan will be executed to reach and engage with the target audience. This includes creating and optimizing social media profiles, developing a content calendar with relevant and engaging posts, and running targeted advertising campaigns.6.2 Influencer PartnershipsPartnering with influencers is an effective way to reach the target audience and gain credibility. Key opinion leaders in the consumer electronics industry will be identified and engaged to promote the company's products through sponsored content and product reviews.6.3 Experiential MarketingCreating immersive experiences for potential customers is crucial in showcasing the products' features and benefits. This can be achieved through pop-up stores, product launch events, and interactive demonstrations in high-traffic areas.7. Budget AllocationA detailed budget allocation plan is essential to ensure efficient spending of marketing resources. The budget will be divided as follows:- Social media marketing: 40%- Influencer partnerships: 25%- Experiential marketing: 20%- Miscellaneous expenses: 15%8. Measurement and EvaluationTo monitor the effectiveness of the marketing campaign, key performance indicators (KPIs) will be established. These include but are not limited to sales growth, website traffic, social media engagement, and customer feedback. Regular monitoring and analysis of these KPIs will guide future marketing decisions and help evaluate the campaign's success.9. ConclusionThis marketing planning proposal provides a comprehensive strategy for XYZ Company to improve brand awareness, attract new customers, and drive sales. By leveraging social media marketing, influencer partnerships, and experiential marketing, the company can successfully engage with the target audience and achieve its goals and objectives. With proper monitoring and evaluation, adjustments can be made to optimize the campaign and ensure long-term success.。
捷蓝的市场营销分析案例英文版
Individual Assignment 2(30 points)Due: 5:00pm Mar 07, 2013Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the marketing problems. Creative suggestions or recommendations are especially encouraged!Instructions:-Please read the case study and answer the 5 questions below.-Individual assignment 2 should be turned in on Blackboard with an attached word file (see the “assignments”)-Please note the deadline. If you miss the deadline, but turn in the assignment within 3 days (5:00pm Mar 10, 2013), 5 points will be deducted for the delay. After 3 days pas sed the deadline, no late work will be accepted. Please submit the late turn-in to Dr. R ebecca Tang by ISU email.Background Study: Students are advised to conduct marketing research before answering the questions. . (Background study does NOT need to be shown in the answer sheet students turn in). There are several potential approaches of marketing research:∙Consider whether JetBlue’s PR response was enough or could they have done more for their customers?∙Analyze JetBlue’s response to how other airlines have responded to similar situations∙Prepare a SWOT for JetBlue∙Real Choices at Jet BlueWhen low-cost carrier JetBlue Airways began operations in 1999, it promised customers cheap fares combined with exceptional service. JetBlue planes offer more leg room and all seats on JetBlue planes offer passengers 36-channel DIRECTTV® service on seat-back screens.For seven years, JetBlue, with a few exceptions, kept its promise to passengers and shot to the top of customer satisfaction surveys J.D. Powers and Associates conducted. On Valentine’s Day, 2007, however, the airline suffered the worst c risis in its history. Due to an unexpected New York ice storm, nine JetBlue planes full of passengers were stranded on the tarmac for over 6 hours – one plane and its 130 passengers sat on the tarmac for 10 hours. The planes left the gate and then found they couldn’t take off but the airlines, feeling that the storm would let up by midmorning, did not allow the planes to return to the gate. In the end, the wheels of the planes were frozen in the slush, unable to move.In the next few days things got even worse for JetBlue as a snowball effect (pardon the pun) from the storm caused hundreds of flights to be cancelled –JetBlue’s flight attendants and pilots were not where they were needed and the company’s communication system staff people were not trained to tell them what to do. At some airports, police had to be called in to help calm down the irate customers.While the airline was far less than satisfactory in its response to the Valentine’s Day ice storm, its response to the crisis was a model of excelle nt PR. Seeking to quickly respond to the crisis and appease angry customer, CEO David Neeleman quickly apologized to customers and explained what went wrong. He said he felt “mortified” and “humiliated.” To get his message across, he appeared on CNN’s American Morning, Today, Fox and Friends, and Squawk Box early the next day. But JetBlue did more than just apologize to consumers. The airline offered passengers who were stranded on JetBlue planes for three hours or more a full refund plus a free round-trip ticket to any JetBlue destination. In all, the airline spent $30 million on vouchers for passengers of the 1,102 cancelled flights.In addition to its immediate response to the February cancellations, JetBlue cited its dedication to “bringing humanity back to air travel” and established a Customer Bill of Rights retroactive to February 14. The Bill of Rights outlines what JetBlue will provide to its customers in cases of flight cancellations, departure delays, overbookings (customers who are denied boarding will received $1000), and even when the DIRECTTV® is inoperable.But will these changes satisfy customers? Most customers reacted with caution, saying that they would be watching the airline to see if it lived up to its promise. Other stranded passengers were less positive and some vowed never to fly JetBlue again.Will the Bill of Rights allow JetBlue to gain the level of customer loyalty it enjoyed before the crisis? While most customers of delayed flights may be satisfied, others may not. What about customers whose delays fall 10 minutes short of receiving a full-price trip voucher? And what will happen when another crisis occurs? JetBlue must continue to develop customer service and PR programs if it is to stay in the air for the long haul.You Make the Call1.What is the decision facing JetBlue? (6 points) (Tip: please find it out from thecase study above)How to take appropriate and effective measures to solve the problem, to obtain customer loyalty,for example, quickly apologized to customers andexplained what went wrong; appeared on CNN’s American Morning, Today, Fox and Friends, and Squawk Box early the next day; established a CustomerBill of Rights retroactive; develop customer service and PR programs;Announced huge compensation scheme。
英语学习英文版市场策划
Contents1、Industry Analysis (1)2、Brand Profile (4)3、4P Analysis (5)ProductPricePlacePromotion4、SWOT Analysis (8)StrengthsWeaknessesOpportunitiesThreats5、Marketing Strategy (12)Select Sales AreaSales promotions1、Industry AnalysisCosmetics in China's national economy are one of the fastest growing industries .It has experienced great changes fromwithouttohave and from small to large.In 1987 ，only 1.8 billion output value and about one hundred enterprises.Developed to the two thousand years, the industry's sales revenue reached 13.8 billion,has more than 3,000 enterprises. From 1987 to 2000, the cosmetics industry average annual growth rate of output of around 18%.As can be seen from the above chart that consumerconcerned about the public's attention ahead of other cosmetic grade cosmetics, reaching 46.56%, indicating that Internet users are more concerned about the beauty of the cheap, good quality cosmetics. High-end cosmetics to 25.62% of the attention, ranked second, regardless of whether it will buy high-end cosmetics, is still the focus of attention of users. Direct sales of cosmetics and cosmetic activity in third and fourth, attention, were 16.45% and 10.47%.From the above chart we can see that 2009 users attention to the skin care products is much higher than other categories, the overall concern about the accounting for 68.88%, cosmetics, second, to 19.55%. Total skin care and makeup are two types of attention up to nearly 9 percent.Mask is a skin care products that deposited on the face.After 20-30 minutes after spreading, it will form a tight film on the face, so called maskHowever, some do not form a film after drying mask; can not block to set off, the only water to wash it off, rather, they should be called a surface covered Paint mask, but the habit, because the operation and effectiveness of a face pack Is the same, also called a mask.The principle of the mask is use a layer with different functions and components of the dressing deposited on the face, blocking skin contact with air.When this layer dressing tightly against the skin, it will inhibit the secretion of sebum by the evaporation of sweat leaving the skin with a temperaturerise, the will to promote blood circulation, penetrate the skin of the nutrients in the cell To spread wider and deeper. The skin surface will be those who can not evaporate the water retained in the epidermis, the epidermis of water full up, and the skin will look smoother and tight, fine lines will become pale.In addition, the temperature will soften the skin, capillary expansion; pores an expansion of the sweat accumulation on the inside can take advantage of exclusion, which is why the mask thoroughly cleanse the skin function with the reasons.Mask is a special cosmetics. As easy to use, security does not stimulate the skin, can be frequently used, the mask has become the skin care market occupies an important position in the category. 2001-2009, the mask of each sub-class skin care products is one of the highest growth rate, the growth rate as high as 31%.2、Brand ProfileTONY MOLY is South Korea's top cosmetic brands, it means the magic of the beautiful forest in Chinese.The company's slogan is quality first.It has become the certified products by consumers.The company cooperated with the domestic and foreign famous cosmetic manufacturing companies, now has develop 1,000 kinds of products. And the productsfocus onthe coordination between the natural soft curves and the various plants. It use the natural scenery,organic curves and flowers as its theme,that make the products become intenseand mysterious, this is the TONYMOLY’s unique sense.In addition,it’s reasonable prices andthe opened markets,the pursuit of a sound corporate culture and business philosophy, not only benefits to the consumers, but also all the members of the cosmetics manufacturing and circulation field.3、4P Analysis◆ProductProduct name：TONYMOLY tomatoes white maskCommodity Brand：TONYMOLYProduct standard:70gplace of production:South KoreaProduction date：The 2010shelf life：The 2013Introduction product ingredient:⏹Tomato extract——Tomatoes contain vitamins and minerals that caneffectively clean the skin and removal of toxic substances, even sensitive skin can also be used.⏹Portulaca oleracea L. extract——Lock moisture to the skin to helprelieve inflammation and swelling.⏹Sunflower seed extract——Sunflower seed oil from Vitamin A whichrich in essential fatty acids and good moisture.It is the best whitening mask ofSouthKorea in 2010.Italmost swept Koreaand selling very well when just listed inSouthKorea.Firstly，It’s packaging imitate the shape of tomatoes.That makes it look so small andcute, also easy to take. Secondly ，it is a matte surface have the bright color and just like a real tomato.Another highlight is that the mask itself is very delicateand moisturizing, the smell of it also as with the real taste of tomatoes. This design can give the people impression of high quality and make the beauty of the peoplecan not resist the temptation.Product Performance:PriceBecause the product is mainly through online sales now, so their prices vary on each shopping site. But in general prices are In the 50-80 or so.(This is the price ofits Jingdong Mall)（This is the price of its taobao)◆PlaceThe TONYMOLYtomato whitening maskis very popular with consumers since entering the market.With the growing market demand,consumers can purchase through a variety of ways.With the development of electronic commerce,has a lot of women who want to become more beautiful began to buy cosmetics in the network. So the main sales channel of the product is through the network.◆PromotionThe TONYMOLYtomato whitening maskincreased itsvisibility by a wide variety ofgroup purchasewebsites. Also take this increase its sales andenhance the performance.Furthermore, there are some limited time discounted and promotional activities at t the each online shop mall.At the same time,there will give a small present,in order to lay the foundation for maintaining customer.4、SWOT AnalysisStrengths⏹The outer packing are very unique and easy to attract the attention ofthe consumers. Its outer packaginglike a tomato,no matter its color,shape and the flavor are just the same as the real tomato.⏹The leaf on the tomato packaging is the p roduct’s Instructions. Thisexquisite and beautifuldesign makes the productlooking more attractive and leave a more deeply impression on consumers.⏹This productonly need3-10 minutescan be completed.But most ofother masks often needed 10-20 minute. So compared with other products, it can save more time and can reached fast ,stable and non-stimulating effect.⏹Moderator Haitaodu and Wuxiin the《HAPPY CAMP》which is the audiencefavorite variety show has recommend this product.Weaknesses⏹Because in the middle of the packaging have a plastic seal, the seal isvery thinbrittle that made it iseasy to broke. So in the long distance transportthatmay lead to plastic seals broken and lead to consumers’dissatisfaction with the quality of the product.⏹The mask is pure acid purificationfor so the people whofirst usethisproduct may feel a little bit tingling feeling of the skin. Opportunities⏹Tomatoes have a very good cosmetic effect.Some tomato containsantioxidant vitamins A and Lycopene to help control swelling andhelp reduce skin irritation and other symptoms and in the field ofmedicine has also been widely used.⏹Many modern society men have started to give more attentiontotheir face problems from their own. More and more mengivinggreat attention and effort to their skin, body and taste,that time"why a man should set a mirror "has passed. Even if he did not care,the woman beside him would urge him. Therefore, the cosmeticwhichdesignedforthe men’s skin problemshave been developed,businesses have also begun to design a simple, practical andmodern male-specific skin care products5年内各类化妆产品产品零售额增长情况⏹The above chart shows various types of cosmetic products in 2006sales and forecast thesales of2011.We can see that the skin care productsfar ahead than other cosmetics and reached its highest point, visible skin-care products industry in the cosmetics market, continues to occupy a position should not be underestimated.China Business intelligence agency’sanalysts predict that the next few years, the Chinese skin care products will remain above 8% growth rate. By 2015, the scale of the Chinese skin care market will be more than the retail 900 billion.Threats⏹Cosmetics industry is very competitive, there is somecompanymay imitate the product's packaging.⏹As consumers pay more attention to their own image and theproblem of population aging with the people's living standardsare improving also increased people's consumption level thatmade our low-end products face greater competitive pressuremay be faced with the danger of being eliminated. (China NewsNetwork June 26 in Japan, "the pursuit of " bi-weekly June 24article said that China will become the world's first into the"aging society " in the development of a superpower. As theworld's economic engine in China, are increasingly faced with theproblem of population aging. Typically, the proportion of peopleaged over 65 more than 7% of the total population, it is called"aging society ", and more than 14% is called "aging society. " Chinain 2005 reached 7.6%. Actually began in 2001, China entered theaging society.)⏹Cosmetic update speed that need to constantly keep input coststodevelop new products.⏹International brands continue to enter the domestic market,causing fierce competition.5、Marketing StrategySelect Sales AreaWe chose Nanning as a sales area. Because Nanning Department Store industry is relatively developedhave moredepartment stores.Themore famous are Beijing Hualian, South City department stores, Wal-Martshopping center, Wangfujing Department Store, Nanning Department Store, Dream Island, Lee Ke Long supermarket, Chaoyang Commercial Plaza, Parkson Shoppes and other large-scale retail enterprises. Sales promotionsAs we all know, no matter excellent our product is or how suitable the price is, without the communication with our consumers, everything will be useless. In another words, we should do our best in our promotion activity. In order to extend the market share, it is important to leave a good impression of our products to our consumers. We call it“the power of being intimate”. So our sales promotions are as follows:⏹Advertising on the more well known video sitesin the domestic, suchas Youku, cool June, Tudou and so on. (Adsplaced intimebefore thevideo) The impact of advertising and other consumers’recommend would generally cause a relatively large role in their decision-making.Inparticular, the impact of advertising, other than the recommended even better.⏹InSina, Tencent, and several more famous blogsite up the product"used to share, "the company official micro-blog accounts, customers can experience the timely sharing of the product..⏹Wewill also ask a professional skin care experts to provide customerswith online professional beauty advice.⏹We will organize activities in some large shopping centers orshopping squares and other place where large flow of people.。
市场营销案例Geek Squad
Ch3: 市场营销环境 内部资料，严禁外传1Geek Squad: A New Business for a New Environment“As long as there’s innovation there is going to be new kinds of chaos,” explains Robert Stephens, founder of the technology support company Geek Squad. The chaos Stephens is referring to is the difficulty we have all experienced trying to keep up with the many changes in our environment, particularly those related to computers, technology, software, communication, and entertainment. Generally, consumers have found it difficult to install, operate, and use many of the electronic products available today. “It takes time to read the manuals,” Stephens says. “I’m going to save you that time because I stay home on Saturday nights and read them for you!” THE COMPANYThe Geek Squad story begins when Stephens, a native of Chicago, passed up an Art Institute scholarship to pursue a degree in computer science. While Stephens was a computer science student he took a job fixing computers for a research laboratory, and he also started consulting. He could repair televisions, computers, and a variety of other items, although he decided to focus on computers. His experiences as a consultant led him to realize that most people needed help with technology and that they saw value in a service whose employees would show up at a specified time, be friendly, use understandable language, and solve the problem. So, with just $200, Stephens formed Geek Squad in 1994.Geek Squad set out to provide timely and effective help with all computing needs regardless of the make, model, or place of purchase. Geek Squad employees were called “agents” and wore uniforms consisting of black pants or skirts, black shoes, white shirts, black clip-on ties, a badge, and a black jacket with a Geek Squad logo to create a “humble” attitude that was not threatening to customers. Agents drove black-and-white Volkswagen Beetles, or Geekmobiles, with a logo on the door, and charged fixed prices for services, regardless of how much time was required to provide the service. The “house call” services ranged from installing networks, to debugging a computer, to setting up an entertainment system, and cost from $100 to $300. “We’re like‘Dragnet’; we show up at people’s homes a nd help,” Stephens says. “We’re also like Ghostbusters and there’s a pseudo government feel to it like Men in Black.” In 2002, Geek Squad was purchased by leading consumer electronics retailer Best Buy for about $3 million.Best Buy had observed very high return rates for most of its complex products. Shoppers would be excited about new products, purchase them and take them home, get frustrated trying to make them actually work, and then return them to the store demanding a refund. In fact, Best Buy research revealed that consumers were beginning to see service as a critical element of the purchase. The partnership was an excellent match. Best Buy consumers welcomed the help. Stephens became Geek Squad’s chief inspector and a Best Buy vice president and began putting a Geek Squad “precinct” in every Best Buy store, creating some stand-alone Geek Squad Stores, and providing 24-hour telephone support. There are now more than 20,000 agents in the United States, Canada, the United Kingdom, and China, and return rates have declined by 25 to percent. Geek Squad service plans are also being sold on eBay and in some Target stores. The Geek Squad website proclaims that the company is “Serving the Public, Policing Technology and Protecting the World.” THE CHANGING ENVIRONMENTMany changes in the environment occurred to create the need for Geek Squad’s services. Future changes are also likely to change the way Geek Squad operates. An environmental scan helps illustrate the changes.The most obvious changes may be related to technology. Wireless broadband technology, high-definition televisions, products with Internet interfaces, and a general trend toward computers, smartphones, entertainment systems, and even appliances being interconnected are just a few examples of new products and applications for consumers to learn about. There are also technology-related problems such as viruses, spyware, lost data, and “crashed” or inoperable computers. New technologies have also created a demand for new types of maintenance such as password management, operatingCh3: 市场营销环境 内部资料，严禁外传2system updates, disk cleanup, and “defragging.”Another environmental change that contributes to the popularity of Geek Squad is the change in social factors such as demographics and culture. In the past many electronics manufacturers and retailers focused primarily on men.Women, however, are becoming increasingly interested in personal computing and home entertainment and, according to the Consumer Electronics Association, are likely to outspend men in the near future. Best B uy’s consumer research indicates that women expect personal service during the purchase as well as during the installation after the purchase — exactly the service Geek Squad is designed to provide. Our culture is also embracing the Geek Squad concept. For example, in the recently discontinued television series Chuck (2007–2012), one of the characters worked for the “Nerd Herd” at “Buy More” and drove a car like a Geekmobile on service calls!Competition, economics, and the regulatory environment have also had a big influence on Geek Squad. As discount stores such as Walmart and PC makers such as Dell began to compete with Best Buy, new services such as inhome installation were needed to create value for customers. Now, just as change in competition created an opportunity for Geek Squad, it is also leading to another level of competition as Staples has introduced EasyTech services and Office Depot has introduced Tech Depot services. The economic situation for electronics continues to improve as prices decline and demand increases. Consumers purchased 2 million 3D TVs in 2010, and sales of all consumer electronics exceeded $180 billion. Finally, the regulatory environment continues to change with respect to the electronic transfer of copyrighted materials such as music and movies and software. Geek Squad must monitor the changes to ensure that its services comply with relevant laws.THE FUTURE FOR GEEK SQUADThe combination of many positive environmental factors helps explain the extraordinary success of Geek Squad. Today, it repairs more than 3,000 PCs a day and generates more than $2 billion in revenue. Because Geek Squad services have a high profit margin they contribute to the overall performance of Best Buy, and they help generate traffic in the store and create store loyalty. To continue to grow, however, Geek Squad will need to continue to scan the environment and try new approaches to creating customer value.One possible new approach is to create new partnerships. Geek Squad and Ford, for example, have developed a partnership to help consumers install in-car communication systems. In the future, Best Buy will offer 240-volt home charging stations for Ford’s electric vehicle, the Focus. Geek Squad will offer electrical audits and residential installations for the car owners. Geek Squad is also using new technology to improve. Agents now use a smartphone to access updated schedules, log in their hours, and run diagnostics tests on clients’ equipment. Best Buy is also testing a “Solutions Central” desk, simila r to the Genius Bar concept in Apple stores, and staffing it with Geek Squad agents. Finally, to attract the best possible employees, Geek Squad and Best Buy are trying a “resultsonly work environment” that has no fixed schedules and no mandatory meetings. By encouraging employees make their own work –life decisions, the Geek Squad hopes keep morale and productivity high.Other changes and opportunities are certain to appear soon. However, despite the success of the Geek Squad and the potential for additional growth, Robert Stephens is modest and claims, “Geeks may inherit the Earth, but they have no desire to rule it!”Questions ：1. What are the key environmental forces that created an opportunity for Robert Stephens to start the Geek Squad?2. What changes in the purchasing patterns of (a) all consumers and (b) women made the acquisition of Geek Squad particularly important for Best Buy?3. Conduct an environmental scan for Geek Squad to identify key trends. For each of the five environmental forces (social, economic, technological, competitive, and regulatory), identify trends likely to influence Geek Squad in the near future.4. What promotional activities would you recommend to encourage consumers who currently use independent installers to switch to Geek Squad?。
航空公司创新营销案例分析
航空公司创新营销案例分析航空公司创新营销案例分析篇一一、西南航空公司1.美国西南航空公司在全美航空公司中以其成功的定位战略取得了巨大成就，这主要得益于其能够将低成本定位的战略加以合理实施，并且有效地将这一信息传递给消费者，得到了消费者的认同。
美国西南航空公司市场定位成功的主要原因为：(1)在美国经济景气的时候，采取低成本的定位战略，通过差异化经营取得了良好的经济回报。
(2)制定了一系列行之有效的策略以实现“低成本、低价格、高回报”的思想，如航线的选择、机型的选择等方面都体现了“集中经营、降低成本”的原则;而在服务上又体现出高质量的原则(3)得到了更多的实惠;谨慎的财务战略使得公司的成本得到有效的控制。
(3)有效的营销宣传活动使得公司的定位战略深入人心，得到了广大消费者的认同。
2.在“9〃11”事件后，美国一些航空公司破产或濒临破产，很多航空公司纷纷放弃原来的定位策略而采取与美国西南航空公司相同或相似的市场定位，美国西南航空公司应该：(1)坚持自己的低成本定位战略。
(2)比竞争对手更加有效地实施其低成本定位才能保持住优势。
(3)实施差异化经营，与竞争对手提供的服务区别开来，或者提供更优质的服务以吸引消费者。
(4)通过有效的营销宣传活动使消费者认同企业，并且保持一定的忠诚度。
3.在当前环境下，美国航空公司要想采取高价定位的可行性分析：(1)有些航空公司采取高价定位的策略仍然是可行的。
(2)必须有效抓住目标顾客人群，如那些商务旅行者和希望享受高层次服务的消费者，但必须使之感到物有所值。
(3)采取一系列有效的营销宣传措施，使目标顾客认同其定位，并且产生口碑效应。
(4)合理控制其成本，使利润率保持在一个合理的水平上。
二、捷南航空公司捷蓝航空“二月危机”发生后，捷蓝航空及时的采取了一系列举措进行危机公关，最终成功将危机转化为助力!1、直面危机，精心设计媒体形象二月危机发生后，捷蓝航空并没有以天气原因为理由来做解释，而是主动承担责任，将责任归为自身的管理失误，捷蓝航空的CEO尼尔曼更是做了两个大胆而有创意的举动——在YouTube上发布道歉视频和参加电视节目《大卫〃莱特曼晚间报道》，主动承担了延误造成的责任，只字不提天气的原因，而是将责任归为自身的管理失误，最终扭转乾坤，使航空公司转危为安。
国际市场营销期末案例（英文）
国际市场营销期末案例（英文）McDonald’s –repositioning for a global futureAsked to suggest an example of a truly global company, most people would suggest Coca-Cola or McDonald’s.McDonald’s is a good example as it claims to serve 46 million customers every day in 118 countries, but being global does not guarantee success. In the last quarter of 2002McDonald’s made a loss for the first time in its 48-year history.Where might it be going wrong? Chairman and Chief Executiv e Jim Cantalupo came out of retirement to shake up the oper ation. His first response was they should do fewer things but do them better, and concentrate on getting the existing busine ss right.The store-opening programwas cut from 1000 in 2002 to fewe r than 400 in 2003.Early days and dash for growthMcDonald’s was started in 1955 on the simple principles of Q uality, Speed and Cleanliness and its early competitive edge was speed –the burger was freshly cooked but waiting for yo u when you ordered. McDonald’s became synonymous with th e burger in the US. During the 1980s and based on the highl y successful formula,McDonald’s increased the program of new store openings in t he US and increased its rate of expansion into overseas mark ets. But the first rumblings of discontent were beginning. For many years older franchisees had a very lucrative business, b ut the new stores had to be located closer and closer to olde r stores and led to cannibalization and a loss of profitability a mongst some older franchisees.Moreover, McDonald’s began to ‘inflict’ promotions on the fran chisees rather than through discussion with franchisees. Some, for example the Campaign 55 to celebrate the company’s fou nding, were a disaster.CompetitionWith its focus on expansion McDonald’s failed to notice that o ther burger chains that had developed alongside McDonald’s were beginning to offer customers alternatives, and in some c ases had overtaken McDonald’s in customer appeal, quality, s peed and cleanliness. An American Customer Satisfaction Ind ex survey in 2001 pla ced McDonald’s almost at the bottom an d just above the Inland Revenue Service.McDonald’s retaliated by reducing the price of its burger to 99 cents in the US and 99 pence in the UK, but was it a good idea simply to focus on cheapness? Consumers increasingly want variety and are becoming much more health conscious. Firms such as Pizza Hut, KFC, Subway and many more offe r alternative fast food menus. In some country markets local c ompanies, such as Jollibee in the Philippines, which had a si milar business model toMcDonald’s, offered adaptations, such as spicy sauces that ap pealed to the local markets, and so McDonald’s was forced to adapt their offering in different countries to compete, for exa mple the Teriyaki McBurger in Japan and the Maharaja Mac i n India.Litigation and healthFor a number of years McDonald’s has been the focus of the wrath of campaigners and McSpotlight is a Web site which hi ghlights anti-McDonald’s issues around the world. McDonald’s i tself uses its corporate power to vigorously pursue anyone, no matter how small, it believes has wronged it.McDonald’s won a court action in the UK in 1997 but was he avily criticized by the judge. McDonald’s more recently has be en taken to court over the allegation that the food it serves c an lead to obesity in children. More recent research seems to suggest that the speed of eating coupled with high sugar an d fat foods can lead to addiction, which in turn can lead to o besity.This, too, could present a problem.The brandClearly, McD onald’s recognizes the need to reposition, building on its competitive advantage that comes from its competencie s, store location and convenience for customers. It must revit alize the brand, so that adults do not just associate it with bu rgers and their youth. A radical change may not be desirable as it may alienate loyal customers.Although many of their customers are becoming more affluent and health conscious they will not always want to eat ‘healthil y’. The brand, however, must still be relevant fo r the next gen eration of consumers.。
红酒营销策划方案英文原版
红酒营销策划方案英文原版Executive Summary:This red wine marketing plan aims to target wine enthusiasts and increase the market share for our brand. We will focus on building brand awareness, expanding distribution channels, creating customer loyalty, and implementing effective promotional activities. By utilizing innovative marketing strategies, we aspire to strengthen our position in the highly competitive red wine industry.1. Introduction:1.1 Objectives:- Increase brand awareness by 25% within the first year- Achieve a 15% growth in sales within the first year- Establish brand loyalty through customer retention activities- Expand distribution channels to new markets1.2 Market Analysis:- Growing red wine market worldwide- Increasing demand for premium and high-quality red wines- Key competitors in the market: well-established wineries and boutique vineyards2. Target Market:Our primary target market will be wine enthusiasts, aged between 25-54, with a passion for exploring new wine labels and flavors. We will also target individuals who enjoy hosting social events, such as parties, dinners, and wine tastings.3. Branding and Positioning:3.1 Brand Identity:Our brand will represent elegance, sophistication, and premium quality. We will highlight the unique characteristics and flavor profiles of our red wines, targeting individuals seeking a memorable wine drinking experience.3.2 Positioning Strategy:We will position our red wines as distinctive, with a focus on quality production techniques, such as vineyard selection, grape harvesting, and winemaking processes. By conveying our brand as a symbol of luxury, we aim to differentiate ourselves from competitors.4. Product:4.1 Product Development:- Conduct research and development to create new wine blends and flavors- Collaborate with renowned winemakers to offer exclusive limited-edition bottles4.2 Packaging:- Elegant and stylish bottle and label design representing the brand values- The use of eco-friendly and sustainable packaging materials to appeal to environmentally conscious consumers5. Distribution:5.1 Expanding Distribution Channels:- Establish partnerships with high-end restaurants, bars, and hotels- Collaborate with wine retailers and specialty stores to expand reach- Develop an online store with nationwide shipping capabilities5.2 Supply Chain Management:- Implement an efficient logistics network to ensure timely delivery- Establish long-term relationships with reliable suppliers to maintain product quality6. Promotion:6.1 Advertising:- Utilize both traditional and digital channels to reach target audience- Place advertisements in lifestyle magazines, online platforms, and wine industry publications- Partner with influencers and wine experts to promote the brand6.2 Public Relations:- Organize wine tasting events and press launches to create a buzz around the brand- Sponsor high-profile wine festivals, trade shows, and industry events to increase brand visibility- Develop partnerships with local charities and organizations to foster community engagement6.3 Digital Marketing:- Utilize social media platforms to engage with followers and share wine knowledge- Create a comprehensive website featuring wine information, blogs, and online purchasing options- Implement targeted email marketing campaigns to inform customers about new releases and promotions7. Customer Loyalty:7.1 Wine Clubs and Subscriptions:- Offer exclusive membership programs with benefits suchas pre-releases and discounts- Implement a subscription-based service deliveringregular shipments of curated wine selections7.2 Customer Relationship Management:- Develop a customer database to track preferences and purchasing behavior- Send personalized emails and special offers to enhance customer engagement and retention8. Sales Forecast:Based on market analysis and anticipated consumer demands, we project a steady increase in sales and market shareover the next few years. We will regularly evaluate and adjust our sales and marketing strategies to ensure ongoing success.9. Conclusion:This red wine marketing plan outlines a comprehensive approach to expanding brand awareness, increasing sales, and fostering customer loyalty. By targeting wine enthusiasts and positioning our wines as symbols ofluxury and quality, we aim to capture the hearts of our target audience and achieve significant growth in the competitive red wine market. Through innovative promotional activities, strategic partnerships, andexceptional customer service, we are confident in our ability to captivate wine lovers around the world.。
捷蓝航空案例
这个闪光点就是尼尔曼为了支付学费而创办的那家公司。尼尔曼退学之后，这家公司仍然继续运营并不断发展。该公司的业务是：从一家（以飞往夏威夷为主营业务的）新创航空公司那里购买一批机票，搭配上低廉的客房，然后以诱人的价格出售这些机票，吸引那些认为自己财力不足的人们到夏威夷度假。在这个过程中，尼尔曼认识到两个重点：第一，可以借助合适的价值主张刺激需求；第二，机票、客房与爷爷店里的水果一样，都是易逝品，如果卖不掉，就会坏掉而且无法食用。因此，只要这些度假套餐在临近最后期限时还没有卖掉，尼尔曼就会想尽一切办法，在这些产品“坏掉”之前把他们处理掉。例如，他可能会到当地的商业街，把度假套餐卖给过路的购物者。凭借充沛的精力和成功的决心，尼尔曼把这一小小创意发扬光大，在短短数年内成立了一家规模500万美元、拥有20名员工的公司；尼尔曼不到25岁就成了一个（帐面上）拥有数百万美元的富翁。
放飞捷蓝
尼尔曼与西南航空签署的非竞争协议在1998年到期时，他刚刚38岁，但是，他对这个新航空公司及其商业模式的基本规划已胸有成竹。该模式不仅仅是对西南航空的模仿，而且还在西南航空的基础上做了改进。除了模仿西南航空并做出改进之外，尼尔曼还下定决心，不要重蹈其它新创航空公司的覆辙：开始时激动人心，后来却一败涂地，令员工、客户、股东大失所望。
航空业的竞争
美国的航空业竞争非常激烈，这些竞争企业可分为大型航空公司、地区航空公司和低票价航空公司。尽管彼此之间有些雷同且存在竞争，但各类航空公司都有独到之处和各自的特点。
葡萄酒英文市场营销策划书附译文
葡萄酒英文市场营销策划书附译文葡萄酒英文市场营销策划书附译文The Marketing Plans about Wines1.outline and main pointAdopting " xxx " as trade mark and name of product, " AAAfactory " as the Will be put into the market before _ _ _ (day)_ _ _ (Month) _ _ _ (Year,) the target market is the southwest of China. (depends on the concrete products and time of delivering the products)2.Marketing status at present(1)Market status:The wine is the second largest popular beverage wine and second-lowest only to beer in the international drink market, but in our country, it is just only a small wine at present, the annual production has been wandering up and down about 200,000 tons all the time for many years, even less than 1% of the national total amount of alcohol product. Consumption per capita wine of our country is only 1/20 of the level of consumption on average in recent times. At present, with the improvement of peoples living standard and health consciousness, the change of the diet idea, and various propaganda of the wine, making the wine market of our country develop quickly, especially the claret is a focus of present consumption. Look from this angle, the potential market of the wine of our country is very broad.(2)product status:①domestic:The market price of wine in China has been on therise all the time since 1996, especially the price of the claret is very large in ascensional range, prices different depends on the brands, each bottle (750ml) rises from 25 yuan to 40-60 yuan, the price of wine of other kinds has rising in various degree too.②Overseas:the quality of domestic wine is better than that of overseas,and the price is also reduced gradually with the decrease ofthe tariff too,and with the sale channel expanded and wine knowledage increased, more and more foreign products therefore be adopted bychinese consumers,as a result, foreign wine enters the domestic market now is more easily then the past.(3)competition status:The competition is relatively stable. At present, domestic Zhang Yu, Great Wall, Dynasty, these three major brands occupy half of domestic market, 52% or so. in addition,dozens of foreign brands from such as France, Italy, and other else countries. Most of domestic brands only focus their eyes on a certain region and sell their product to limited places,they are lack of marketing competition and without enougn ability to enter in the international market. In virtue of tariff decreasing and barrier of foreign wines entering China releasing, thus makes the competition of their brands further promoted.(4)distribution status:the wine consumption channel is generally divided into drinkery and retail shop two big classes.recently the distribute channel ismeal&drink shop accounts for 51%, retail accounts for 49%; In the retail channel, supermarket and large sales field account for 55% , the others are convenience store, monopolized shop and independent food supply retail shop,etc..。
Marketing Analysis宝洁市场营销案例分析英文版【精选】
introduction to products
Procter & gamble in 1988 set up joint ventures in China, guangzhou .
The P&G has one of the largest and strongest trusted brands, including Pampers, Tide, Pantene, Pringles, Crest and Olay, and so on.
Advertising strategy
Customer propaganda and accumulation of knowledge
Ordinary consumers lack of understanding of her hair and maintenance knowledge.Procter & gamble, make each product according to different hair, and have clear instructions on product packaging, make the customer in the choice of shampoo can according to their own situation to choose the right hair products.Procter & gamble printed 800 free phone number on all of the products , convenient customers consult related issues.
market segmentation
Let's take shampoo for example:It is not taking Consumer demographic variable characteristics（like ， age or sex），but according to the features of consumer hair to niche markets.Head and shoulders, it is need for dandruff hair;Pan ting, hair needs nutrition;Rejoice, is for those who want silky hair;VS，for professional hair care。 Each brand has its specific market, and each brand products and have more specific segment.procter & gamble products market segmentation is a comprehensive and accurate, covering almost all markets.
市场营销案例分析英文
市场营销案例分析英文Title: Market Analysis of a Successful Marketing CampaignIntroduction:In this report, we will analyze a successful market marketing campaign to understand the strategies employed and the factors contributing to its success. The campaign chosen for analysis is the "XYZ Company's Product Launch Campaign" that targeted the global consumer electronics market.1. Background:Provide an overview of the XYZ Company, its industry, and the product being launched. Discuss the market conditions and competition faced by the company during the campaign.2. Objectives:Outline the specific objectives of the marketing campaign, such as increasing brand awareness, expanding market share, or boosting sales. Explain how these objectives aligned with the overall business goals of the XYZ Company.3. Target Market Analysis:Describe the target market segment(s) identified for the campaign. Provide demographic, psychographic, and behavioral characteristics of the target audience. Include data on market size, growth potential, and consumer preferences.4. Marketing Strategy:Explain the marketing strategies employed by XYZ Company to reach its target audience. Discuss the 4Ps of marketing (Product, Price, Place, Promotion) and how they were adapted to meet the campaign objectives. Provide examples of specific marketing tactics used.5. Competitive Analysis:Analyze the competitive landscape during the campaign period. Identify major competitors and their marketing strategies. Compare XYZ Company's positioning, product differentiation, and pricing strategies with competitors. Highlight any unique selling propositions that gave XYZ Company a competitive advantage.6. Campaign Execution:Detail the execution of the marketing campaign, including the timeline, budget allocation, and channels utilized. Discuss the integration of traditional and digital marketing channels and the rationale behind the selection of each channel. Provide examples of campaign materials used, such as advertisements, social media posts, and website content.7. Results and Evaluation:Present the results achieved by the marketing campaign. Include data on key performance indicators (KPIs) such as brand awareness, customer acquisition, sales growth, and return on investment (ROI). Compare the actual results with the campaign objectives and discuss any deviations.8. Lessons Learned:Highlight the key lessons learned from the campaign. Discuss the strengths and weaknesses of the marketing strategies employed. Identify any challenges faced and how they were overcome. Provide recommendations for future marketing campaigns based on the insights gained.Conclusion:Summarize the key findings from the analysis of the successful marketing campaign. Emphasize the importance of strategic planning, target audience understanding, and effective execution in achieving marketing objectives. Highlight the significance of continuous evaluation and improvement in future marketing initiatives.Note: The above content is a fictional example and does not represent any real marketing campaign or company.。
销售分析案例范文
销售分析案例范文（中英文版）英文文档内容：Title: Sales Analysis Case Study ExampleIntroduction:This case study focuses on a fictional company, XYZ Corp, which manufactures and sells consumer electronics.The objective is to analyze the sales data for the first quarter of 2022 and provide insights into the company"s performance, identify trends, and make recommendations for improvement.Data Collection:Data for this analysis was collected from the company"s sales database, which includes information on product sales, customer demographics, and pricing.The data covers the period from January to March 2022, inclusive.Data Analysis:1.Sales Performance:The analysis revealed that overall sales for the first quarter increased by 15% compared to the same period last year.The majority of the growth was driven by the smartphone division, which experienced a 20% increase in sales.2.Product Trends:A closer look at the sales data revealed that the company"s latest model of smartphones, the XYZ Pro, accounted for 40% of total sales.This indicates a strong consumer preference for the latest technology and features.3.Customer Segmentation:An analysis of customer demographics revealed that the company"s customer base is primarily composed of young adults (age 18-30), who accounted for 60% of total sales.Additionally, the data showed that customers with a higher income level (above $70,000) were more likely to purchase the premium versions of the products.4.Pricing Analysis:A comparison of pricing across different product categories revealed that the company"s premium products had a higher average selling price (ASP) compared to the budget-friendly options.The ASP for the XYZ Pro was $800, compared to $500 for the budget smartphones.Recommendations:1.Capitalize on the success of the XYZ Pro by increasing marketing efforts targeting young adults and high-income customers.2.Explore opportunities to upsell and cross-sell products to existing customers, given their preference for premium products.3.Consider increasing the ASP for budget smartphones to improve profitability, while maintaining affordability for price-sensitive customers.Conclusion:This sales analysis case study provided valuable insights into XYZ Corp"s performance and customer preferences.By implementing the recommendations, the company can further enhance its sales and profitability.中文文档内容：标题：销售分析案例范文引言：本案例研究聚焦于一家名为XYZ公司的虚构企业，该公司生产和销售消费电子产品。
整合营销渠道某汽车案例英文版
Challenges in Marketing Channels Integration
• Challenges: Marketing channels integration faces several challenges, including different technologies, procedures, and metrics across channels; difficulties in measuring the performance of each channel; and the potential for channel conflict and competition for resouration of Marketing Channels on
the Company's Performance
• Increased brand awareness: Through its integrated marketing strategy, the company has been able to increase its brand awareness and visibility in the market. Its consistent presence in different channels has created a familiarity among potential customers, leading to an increase in brand loyalty and trust among its clientele.
03
Case Study of a Automobile Company
Background of the Company
【市场营销英文版】12Positioning and Competition
Positioning
Channel, areas which can be differentiated: •Coverage •Expertise •Performance
If “where to enter a market or not” is the decision that you must make, then using Michael Porter’s Five Forces model for analysis would be beneficial.
Competition
Identifying and analyzing competitors:
A competitor is a company that can satisfy the same customer needs that you can.
Identifying competitors seems like an easy task, but companies and products are more often hurt by emerging competitors or new technologies.
Positioning
To be branded, a product must be differentiated.
Five dimensions of product differentiation: 1.Product 2.Services 3.Personnel 4.Channel 5.Image
营销案例英语版
Native ads
Native ads
The content must be valuabal Let users select on his or her own Visual sense is integreted with web,not abrupt
Native ads
The cases
No，
Ads again
Native ads
Native ads
Native ads is a specially designed media form which makes advertisement a part of the content. This kind of advertisement can make product brand compatible with the website. For example，videos，photos as well as passages will be integrated into the website，rather than be there separately.
Native ads
The significance of native ads’appearance
New field— the design of native Encourage ads Make web’ ads creation， commercializ break form ation tend to limit native
Native ads
The cases
Twitter，microblog，SNS
（social networking service）
Ads become boutique posts
成功逆袭的市场营销案例
成功逆袭的市场营销案例In the competitive world of marketing, success often hinges on the ability to turn a setback into an opportunity for growth. One remarkable example of this is Airbnb, a company that faced numerous challenges in its early days but managed to pivot and thrive in the market.在竞争激烈的市场营销领域，成功往往取决于将挫折转化为增长机会的能力。
Airbnb就是一个引人注目的例子，在早期面临诸多挑战，但设法转变方向，在市场中蓬勃发展。
Initially, Airbnb struggled to gain traction in the market due to stiff competition from established players in the hospitality industry. The company's unique business model, which allowed individuals to rent out their homes to travelers, was met with skepticism and resistance from traditional hotels and regulatory authorities.起初，Airbnb在市场中难以获得立足之地，因为传统酒店行业的老牌企业竞争激烈。
该公司独特的商业模式允许个人将自己的住宅出租给旅行者，遭到传统酒店和监管当局的怀疑和抵制。
However, instead of backing down, Airbnb decided to embrace the challenge and reposition itself as a disruptor in the industry. By leveraging user-generated content and word-of-mouth marketing, the company was able to build a community of loyal customers who believed in the sharing economy and the unique experiences that Airbnb provided.然而，Airbnb并没有退缩，而是决定迎接挑战，并将自己重新定位为行业的颠覆者。
把胸罩卖给男人：销售模式创新,一切皆有可能
把胸罩卖给男人：销售模式创新，一切皆有可能！梳子尚且可以卖给和尚，胸罩为什么就不能卖给男人呢？受“把梳子卖给和尚”这个营销故事的启发，一家女性内衣公司决定对新聘的五位销售员作一项测试，这五位销售员是刚毕业的营销专业大学生。
这项测试要求：把公司的某品牌胸罩推销给在校的男生，并在规定的时间内完成销售任务。
第一个销售员悄悄找几个熟悉的小师弟帮忙，但都遭到了拒绝。
后来灵机一动，自己掏钱买了10个胸罩，然后在规定的时间内回公司报到。
第二个销售员走访了很多男生宿舍，并挨个问买不买胸罩，他的行为被很多男生斥责为“神经病！变态！”，但他仍然天天坚持，最后终于感动了一个也是读营销专业的男生，出于对校友就业艰难的同情，掏钱买了1个胸罩。
第三个销售员反复思考了几套推销方案，最后决定发展一些小师弟成为销售代表，向他们的女同学推销产品。
但因为是小师弟们代销，他们都缺乏必要的培训，尽管小师弟们都很卖力，但总共只卖出了30个胸罩，而且大部分是卖给自己的女朋友。
第四个销售员回到母校找到原来的班主任，说要和下几届学生开展一个销售实践的交流活动。
他强调跟小师弟小师妹互动和交流可以拓宽在校生的视野，到时他还要以一个生动的推销案例，在现场进行推销示范。
班主任觉得有道理，便默认并支持了这个小活动。
由于事先安排了几个“内线”，在几个铁哥们的踊跃带领下，终于感动了很多小师弟小师妹，他们出于惺惺相惜的心理，每个人掏钱买了一个。
当时一共80人在场，其中5个是“自己人”，所以该业务员一共卖出了75个胸罩。
第五个销售员经过充分的分析之后，回到母校找到颇有商业意识的学院领导，以给在校生增加工作实践为名，发起了一个颇有轰动效应的活动：“你能把胸罩卖给男生吗？——面对就业形势，某国际品牌营销专家实战训练专题讲座！”活动内容是：聘请某国际品牌营销总经理来学校举行营销实战专题讲座，每个在校生都可以自愿参加，由于受场地限制，每个参加者需支付60元的活动组织费用。
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Individual Assignment 2(30 points)Due: 5:00pm Mar 07, 2013Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the marketing problems. Creative suggestions or recommendations are especially encouraged!Instructions:-Please read the case study and answer the 5 questions below.-Individual assignment 2 should be turned in on Blackboard with an attached word file (see the “assignments”)-Please note the deadline. If you miss the deadline, but turn in the assignment within 3 days (5:00pm Mar 10, 2013), 5 points will be deducted for the delay. After 3 days pas sed the deadline, no late work will be accepted. Please submit the late turn-in to Dr. R ebecca Tang by ISU email.Background Study: Students are advised to conduct marketing research before answering the questions. . (Background study does NOT need to be shown in the answer sheet students turn in). There are several potential approaches of marketing research:∙Consider whether JetBlue’s PR response was enough or could they have done more for their customers?∙Analyze JetBlue’s response to how other airlines have responded to similar situations∙Prepare a SWOT for JetBlue∙Real Choices at Jet BlueWhen low-cost carrier JetBlue Airways began operations in 1999, it promised customers cheap fares combined with exceptional service. JetBlue planes offer more leg room and all seats on JetBlue planes offer passengers 36-channel DIRECTTV® service on seat-back screens.For seven years, JetBlue, with a few exceptions, kept its promise to passengers and shot to the top of customer satisfaction surveys J.D. Powers and Associates conducted. On Valentine’s Day, 2007, however, the airline suffered the worst c risis in its history. Due to an unexpected New York ice storm, nine JetBlue planes full of passengers were stranded on the tarmac for over 6 hours – one plane and its 130 passengers sat on the tarmac for 10 hours. The planes left the gate and then found they couldn’t take off but the airlines, feeling that the storm would let up by midmorning, did not allow the planes to return to the gate. In the end, the wheels of the planes were frozen in the slush, unable to move.In the next few days things got even worse for JetBlue as a snowball effect (pardon the pun) from the storm caused hundreds of flights to be cancelled –JetBlue’s flight attendants and pilots were not where they were needed and the company’s communication system staff people were not trained to tell them what to do. At some airports, police had to be called in to help calm down the irate customers.While the airline was far less than satisfactory in its response to the Valentine’s Day ice storm, its response to the crisis was a model of excelle nt PR. Seeking to quickly respond to the crisis and appease angry customer, CEO David Neeleman quickly apologized to customers and explained what went wrong. He said he felt “mortified” and “humiliated.” To get his message across, he appeared on CNN’s American Morning, Today, Fox and Friends, and Squawk Box early the next day. But JetBlue did more than just apologize to consumers. The airline offered passengers who were stranded on JetBlue planes for three hours or more a full refund plus a free round-trip ticket to any JetBlue destination. In all, the airline spent $30 million on vouchers for passengers of the 1,102 cancelled flights.In addition to its immediate response to the February cancellations, JetBlue cited its dedication to “bringing humanity back to air travel” and established a Customer Bill of Rights retroactive to February 14. The Bill of Rights outlines what JetBlue will provide to its customers in cases of flight cancellations, departure delays, overbookings (customers who are denied boarding will received $1000), and even when the DIRECTTV® is inoperable.But will these changes satisfy customers? Most customers reacted with caution, saying that they would be watching the airline to see if it lived up to its promise. Other stranded passengers were less positive and some vowed never to fly JetBlue again.Will the Bill of Rights allow JetBlue to gain the level of customer loyalty it enjoyed before the crisis? While most customers of delayed flights may be satisfied, others may not. What about customers whose delays fall 10 minutes short of receiving a full-price trip voucher? And what will happen when another crisis occurs? JetBlue must continue to develop customer service and PR programs if it is to stay in the air for the long haul.You Make the Call1.What is the decision facing JetBlue? (6 points) (Tip: please find it out from thecase study above)How to take appropriate and effective measures to solve the problem, to obtain customer loyalty,for example, quickly apologized to customers andexplained what went wrong; appeared on CNN’s American Morning, Today, Fox and Friends, and Squawk Box early the next day; established a CustomerBill of Rights retroactive; develop customer service and PR programs;Announced huge compensation scheme。