Principles of Marketing 16th Edition Kotler Solutions Manual
Principles of Marketing 16th Edition Kotler Solutions Manual
Principles of Marketing 16th Edition Kotler Solutions Manual
https://testbankfan.com/download/principles-of-marketing-16th-edition-kotler-solutions
-manual/
Chapter 2
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER
RELATIONSHIPS
MARKETING STARTER: CHAPTER 2
Nike’s Customer-Driven Marketing: Building Brand Engagement and
Community
Synopsis
Nike began making running shoes in the 1960s and quickly expanded into numerous products for other sports
and outdoor activities. From the beginning, Nike marketed aggressively through sports stars’ endorsements,
mega-events, and its “Just Do It” ads. It marketed a way of life, and an attitude, not simply athletic products. It
also was perceived as antiestablishment, until it became the establishment and no longer cool.
Nike refocused and set about to create deeper and stronger customer relationships with the brand. The company
did this by communicating with customers, rather than talking at them. It revolutionized sports marketing in its
early days. It revolutionized customer-driven marketing and social networking. It has even moved into apps
and mobile technologies as part of its products. It is showing the way to other companies about how to build
deep customer relationships and how to truly connect with customers in meaningful ways.
Discussion Objective
A brief discussion of the Nike story will help to solidify the importance of creating a companywide marketing
strategy that is customer-focused, and revamping it when necessary. This theme began in Chapter 1 and
continues in Chapter 2. It also provides a nice opportunity to examine overall company strategy and mission,
and their relationship to marketing strategy and activities. Finally, Nike provides a great example of how
companies are taking new directions in building customer relationships and brand community. Nike has always
focused on the brand experience. In the early years, it built the brand’s image through media advertising and
celebrity endorsements. Now, it focuses a sizable portion of its marketing efforts on creating more personal and
involving brand experiences.
Discussion Questions
1. What is Nike really selling? What are customers really buying? How and how deeply do customers relate
to the Nike brand? (Nike sells a lot more than just shoes. When customers purchase something at Nike,
they are buying much more. They are buying a brand experience. Ask students what that brand
experience feels like to them.)
2. If you worked as a Nike operations manager, financial analyst, IT specialist, or human resources
manager, why would it be important for you to understand Nike’s marketing strategy? This question digs
into the relationship between corporate strategy and marketing strategy, and marketing’s role in broader
company strategy. Non-marketing students often ask, “Why do I need to understand marketing”? The
CHAPTER OVERVIEW
Use Power Point Slide 2-1 Here
In the first chapter, we explored the marketing process by which companies create value for
the consumer in order to capture value in return. In this chapter, we look at designing
customer-driven marketing strategies and constructing marketing programs. First we look at
the organizations overall strategic planning, which guides marketing strategy and planning.
Next, we discuss how marketing partners closely with others inside and outside the firm to
create value for customers. We then examine marketing strategy and planning—how
marketers choose target markets, position their market offerings, develop a marketing mix,
and manage their marketing programs. Lastly, we will look at the step of measuring and
managing return on marketing investment.
CHAPTER OBJECTIVES
Use Power Point Slide 2-2 and 2-3 Here
CHAPTER OUTLINE
p. 38 INTRODUCTION p. 38
Photo: Nike
Nike began by making running shoes and quickly expanded
into equipment and apparel for other sports and activities.
Strategic planning sets the stage for the rest of the planning
in the firm.