Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and Recommendations

Marketing Management Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning'via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement

对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 05 Marketing Information System and Marketing

Objectives The communications Process A Developing Effective Communications a Deciding on the Marketing Communications Mix a Managing and Coordinating Integrated Marketing Communications

Sports Marketi A Strategic perspective Matthew D. shank Professor of Marketing and Chair Department of management and Marketing northern Kentucky university

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

I. Company overview and main business activities II. International mobile phone market and smart phone industry III. Samsung brand development and positioning internationally IV. Mobile phone market in China V. Samsung in China VI. Samsung marketing and branding strategies in China VII. Samsung’s competitors in the Chinese market VIII. SWOT Analysis IX. Conclusion and Suggestions

I. Discussion on Strategy I. Discussion on Strategy II. What is Strategic Planning II. What is Strategic Planning III. Steps in Strategic Planning III. Steps in Strategic Planning IV. Planning Functional IV. Planning Functional Strategies Strategies