1. define the term market orientation.

2. define the term product orientation.

3. based on your understanding of the two terms, list one real-life business example for each, explain the reasons for your justification.

1. define the term market share.

2. define the term market growth.

3. state the two formulas to calculate market share.

4. 💻：Please choose a business you are interested in and search for its global market share in the industry.

1. define the term market leadership.

2. Individual Work：read the article attached, highlight the information about how Coca Cola has achieved its global market leadership.

3. Group Discussion：think about what benefits Coca-Cola might gain from its leading position(market leadership) in the market.

• Suppose you and your partner are going to run such a store, how would you design a marketing plan?

• Please design one on the given A4 paper and list the elements you consider necessary.

A marketing plan is a plan of action with consideration of all elements of the marketing mix (product, price, promotion, place, people, processes, and physical evidence) in order to meet the marketing objectives of the organization.

• Classify them according to the different stakeholders in the following sections.

• Please copy and paste the sentences from the materials.

• market segment

• market segmentation

• target group

• targeting

• positioning

  
  

  辅助阅读材料：https://thestrategystory.com/blog/segmentation-targeting-positioning-stp-in-marketing-explained-with-examples/#google_vignette

  
  

  https://www.edrawmind.com/article/starbucks-market-segmentation-targeting-and-positioning.html

• Locate the definition for niche market and mass market.

• Type the key words for each definition that can help with your understanding.

• Search online for a niche market product or business and upload one picture to show it.

• Read and write down the meaning of new vocabularies

• Discuss and identify whether this is a benefit or a limitation

• State whether this is the influence of a niche or a mass market

Focus Group - definition & evaluation

• Divide the one piece of paper into three parts, which respectively present the convenience, random and quota sampling methods.

• Show its definition, one example from the textbook help with understanding, advantages and disadvantages.

• Search for at least two brands owned by The Walt Disney Company and briefly introduce them by text and pictures.

• Individual PPT: Explain how Walt Disney Company enhance its branding from the perspective of awareness, loyalty, development and value (use examples of specific activities)

(i) brand awareness

(ii) brand development

(iii) brand loyalty

(iv) brand value

• define the term cost plus pricing.

• explain the benefits and drawbacks of cost plus pricing.

• define the term penetration pricing.

• state the two purpose for penetration pricing.

• describe the term loss leader pricing.

• define the term predatory pricing.

• explain the benefits and drawbacks of predatory pricing.

• define the term premium pricing.

• explain the benefits and drawbacks of premium pricing.

1. 📖individual reading Page417-420: read the textbook content of your pricing strategy, think about the knowledge might be tested in the exam.

2. 💬group sharing: share your findings with partners, confirm the knowledge and possible answers.

3. 📮group exchange: you will be formed into new groups with four students represent four different strategies, share your findings and take notes in the textbook.

🤔️Think about how Starbucks used social media to promote its products or brands.

💻Type your ideas by adding comments.