This is what I am

- Example case: Shannie wants to buy some clothes at a shop
- Personal factors

• Starting from personal needs, buying new clothes is a monthly habit of Shannie

• Collecting various clothes categories has a great value on Shannie’s interest

• “Giving oneself fine airs” is a never-end need of ladies

- Psychological factors

• Shannie is a teenager, so that outfit she is looking for is some kinds of active, cutie, modern, impressive and catching up with new styles

• Shannie’s revenue is limited in some extent (except money received from her parent, there is no more income flow), therefore, cheap products or reasonable price is also factors that affect her decision

- Social factors

• Product’s reputation: fashion is an industry in which company’s image is the first key to attract clients. After going shopping, Shannie certainly shares them with her friends. As a result, a quite choosy customer like Shannie is not going to buy clothes at flee market

• Fashion company which focuses on teenager’s fashion

- Marketing strategy may influence

• Fashionable models on advertisements, fashion magazines, …

• Big, beautiful and prominent showrooms which can attract people’s visual

• Well-decorated advertising panels (which can easily impresses people going on the street)

• Appropriate music style in the shop

Marketing environment

• Company: NESTE OIL
• NESTE OIL is a major player in international markets for fuel based on petroleum and biomass. It is also the representative Finnish company for biofuels and pollution control in transportation
• With the attitude “Refining the future”, NESTE manifests a dramatic imply that besides good product quality, environment is the main factor that NESTE focuses on to build up its brand image. NESTE has close relationship with supply chains, monitoring the producing progress coherently to ensure that the material suppliers follow legal regulation and all activities are not harmful to the environment
• Competitive advantage from environmental business

Cut cost

§ At first sight, it is reasonable to suppose that NESTE would get little profit because it spends quite much for environment activities – however, in the long-term, the result would be different, due to the fact that companies may get penalties if they don’t follow

§ NESTE is a power producer company, so that energy efficiency is an important factor. Together with using “eco-efficiency” producing strategy, NESTE also focuses on recycling process. As the result, the combination of both technology would be an ideal initiative for cutting cost and saving more

Reputation & PR (public relation):

§ Part of sustainability is driven by customer needs. The number of clients concern about this factor is amazingly increasing nowadays. Therefore, sustainable business can impress them much

§ Government also paying much attention about climate change driver. Finnish government has selected several leading companies to major in various fields. Thus, by behaving well with the environment, companies can get pretty much capital/reward from government to fund their activities

Work efficiency: for example, offering HIV/AIDS testing and free anti-retroviral treatment would reduce absenteeism and preservation of skills
Investors attraction

Marketing from my viewpoint

• Marketing is a science which studies different strategies to make new products enter markets and attract consumers’ attentions. These strategies are diversiform in various fields. For example, marketing studies personal, psychological and social factors that are beneficial for company’s exploitation; marketing decides when and how the product appear in the market without being like a fish out of water
• Marketing plays an essential role in every company’s business. A product with good quality cannot build up reputation without smart marketing plans. It needs marketing segmentation, customer focus, promotional offers in appropriate times, ... – which are main tasks of marketing
• Three basic marketing segmentation strategies are
  • The un-segmented strategy: defines total market as the target market
  • The multi-segmented strategy: recognizes differences of different markets and then build a marketing strategy mix of each
  • The single-segmented strategy: focuses on the most profitable market
• In my point of view, marketing appeared at the time when traditional transaction began to have distinction between poorer and better products. Over a long history, commodity has had a big motivation, products diversity is getting better and better, so competitions between companies is an unavoidable fact along the purpose of getting more profit for their business. In the old time, people used announcement to spread out what they were selling, and in contemporary society, firms compete with each other by more private strategies – marketing