Session 1 - Knowledge Expansion and Application
Session 1 - Knowledge Expansion and Application
Session 1 - Knowledge Expansion and Application
Introduction to Marketing
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About me
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Code:
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Code:
https://www.youtube.com/watch?v=EHRLJsk2V4U
https://www.youtube.com/watch?v=y9gSF5WjVx4
Amazon first asks Who are our customers? What do they need?
Online community in which customers can browse for products, research purchase
alternatives, share opinions and reviews with other visitors, and chat online with
authors and experts
Create a virtual shopping mall for their competing retailers, encourages customers
to sell used items on the site
• 2 groups will join debate, one Pro and one Con about a
topic.
• All students will vote which group wins the Debate by
Mentimeter.
• The winner of each debate will have 1 point, other will
have 0 points.
• After many debates (around 11), the group with highest
point will got the gifts from lecturer. If many groups have
same point then lecturer will decide the winner.
• Each group will have 10 minutes to think and discuss about the topic
• There are 3 rounds, each contestant in each round will have 2 minutes to present
• Round 1:
• Contestant 1 of team Pro does the introduction, state the point 1
• Contestant 1 of the Con team counters the opponent's point 1 and states their own point 1.
• Round 2:
• The 2nd contestant of the Pro team refutes the opponent's argument and gives his 2nd point.
• The 2nd contestant of the Con team counters the opponent's argument and gives his 2nd point.
• Round 3:
• The 3rd contestant of the Pro team counters the opponent's argument, makes the argument,
summarizes, and concludes the team's presentation.
• The 3rd contestant of the Rebuttal team critiques the opponent's argument, makes the argument
and summarizes, and concludes the team's presentation.
10/17/2022 Dr. Khanh Ngo www.isb.edu.vn
Debate’s topic
• Marketing has often been defined in terms of satisfying customers’ needs and wants (Con).
• Critics, however, maintain that marketing goes beyond that and creates needs and wants
that did not exist before. They feel marketers encourage consumers to spend more money
than they should on goods and services they do not really need (Pro)
• Take a position: Marketing shapes consumer needs and wants (Pro) versus marketing
merely reflects the needs and wants of customers (Con)
10/17/2022 www.isb.edu.vn
Preparation: 5 minutes
10/17/2022 www.isb.edu.vn
Marketing Strategy & Marketing Mix
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Introduction Case: Rolex
How has Rolex established and maintained its pole position as the
largest luxury watch brand on the planet: 4.5 billion USD in 2017?
https://www.youtube.com/watch?v=18XnJ2J-NsI
10/17/2022 www.isb.edu.vn
Introduction Case: Rolex
Products: Place:
Unique and timeless watch Exclusive and limited network
https://www.youtube.com/watch?v=ZaUrz3IXRi0 https://www.youtube.com/watch?v=R70dS_GH8Xw
1:30 – 3:20
10/17/2022 Dr. Khanh Ngo www.isb.edu.vn
Introduction Case: Rolex
https://www.youtube.com/watch?v=5O0JJpzmfCA
www.isb.edu.vn
Assessment 2 – Report Structure
Situation Analysis
• The Company internal factors (Strengths, Weaknesses)
• Keynotes for the company external factors including Competitor Analysis, Micro-environment
and & Macro-environment
References
Appendix (if available)
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Homework: