市场营销-nike-案例

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1、耐克营销案例分析市场营销第一小组：杜荣杼、张庆、刘琳、刘艳菊、张玉格、张燕妮、赵姝颖、赵轩维www.themegallery.comContentsSummarythecase1Answerthequestions2Concluding3www.themegallery.comSummarythecase1Nike’sheavycommitmenttomarketingandtechnicalsuperiorityofitsproducts.2Nike’sproblemswithsalesandchildlabour.Foritscompetitors,Nikederivedo

2、utofadeeplyingrainedcompanyculture.3Inordertowinglobally,Nike’sMarketingmustfocusoncustomers.Toitscustomers,Nikehastobebeautifulaswellasbig.www.themegallery.comAnswerthequestions1、WhatwouldyouconsiderNike’s‘superbmarketingskills’?Product.Promotion.BrandManagement.www.themegallery.comsuperbma

3、rketingskillsTechnology:Nike’sinitialsuccessresultedfromthetechnicalsuperiorityofitsrunningandbasketballshoes.Quality:buildingsuperiorproducts.Productwww.themegallery.comsuperbmarketingskillsAdsBrandPromotionInnovationEndorsementsEventswww.themegallery.comsuperbmarketingskillsNIKEACGCONVERSE

4、BrandManagementJumpingmanwww.themegallery.comsuperbmarketingskillsTitleAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextwww.themegallery.comAnswerthequestionsHighqualityandsuperiorvaluefortheircustomers,leadingtohighlevelsofcustomersatisfation.promotion-couldwinmarketshare,a

5、ndprofitswillfollowBrandManagement-couldmakecustomersindentifyitsBrandbetter.Makeprofits2、WhydoesNikerequiretheseskillstocompeteinthemarketplace?www.themegallery.comAnswerthequestionsNike’sprinciples4PSTPBrandManagement3、ShowhowmarketingprinciplesandpracticeswillenableNiketosatisfytheseneeds

6、,bearinginmindthecompany’sdiverserangeofproductandgeographicmarkets.ThankYou!