26届湖北专升本市场营销经典案例分析

Group 1 - The marketing profession in Hubei's higher education emphasizes the need for students to possess strong marketing thinking and a background in cutting-edge marketing knowledge, focusing on consumer demand-centered marketing activities [1] Group 2 - In modern market economies, there is intense competition between producer brands and intermediary brands, referred to as the brand war, highlighting the advantages and disadvantages of intermediary brands [3][11] - Advantages of intermediary brands include limited retail space making it difficult for new and small enterprises to enter the market, a strong focus on maintaining the quality of private labels to gain consumer trust, typically lower prices compared to producer brands, and strategic product placement in stores [4][12][13][14] - Disadvantages include the necessity for significant advertising expenditures to promote their brands and the requirement for large bulk orders, which ties up substantial capital and carries inherent risks [5][15] Group 3 - The aging population issue in major cities presents three market opportunities: the development of the elderly cultural and entertainment market, the formation of the elderly healthcare market, and the establishment of elderly care facilities [7][8] Group 4 - The case study of two marketing personnel on an island illustrates different marketing philosophies, where one identified a lack of market potential while the other recognized an opportunity to develop a new product tailored to the local needs, emphasizing the importance of understanding consumer demand [10] Group 5 - Factors to consider in channel design for Haier Group in the Chinese home appliance market include the company's financial strength, product mix, past channel experiences, and current marketing policies, suggesting a preference for a "short and wide" distribution channel strategy [16][18] Group 6 - The micro marketing environment consists of the company itself, marketing channel firms, customers, competitors, and the public, emphasizing the need for companies to outperform competitors in meeting consumer needs and desires [19] Group 7 - The essence of market positioning is to achieve a competitive advantage in the target market through three steps: identifying potential competitive advantages, positioning the company's core competitive advantages, and formulating strategies to leverage these core advantages [20]