Marketing ManagementMarketing ManagementTeaching Note of Final Teaching Note of Final

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Marketing ManagementMarketing ManagementTeaching Note of Final Teaching Note of Final

ReportReport

Chief Chief 蕭馨妤 蕭馨妤 98625169862516Indian Indian 廖國龍 廖國龍 98625229862522Indian Indian 陳逸嫺 陳逸嫺 981039981039Indian Indian 徐碧君 徐碧君 981012981012Indian Indian 林明信 林明信 981002981002Indian Indian 李晏肇 李晏肇 972003972003

Agenda

• Case one: Amber Inn & Suites, Inc.• Case two: GloFish, LLC

Amber Inn & Suites, Inc.

• Target Audience– The Catering Industrial Practitioner– The Hospitality Industrial Practitioner– The students who are interested in

Business Reengineering

Amber Inn & Suites, Inc.

• Case Objective– Make sure the company’s market

position, market segmentation and market targeting to do the advertising strategy correctly

Amber Inn & Suites, Inc.

• Questions– What is the allocation of media

advertising dollars of Amber Inn between the pleasure/vacation traveler and business traveler market?

– What is “frontier” strategy? How does it help Amber Inn to achieve its goal?

– Compare the affect of “weekend specials” with “free-night stay” promotion.

Amber Inn & Suites, Inc.

• Case Exercise– Assume that you are the Senior Vice-

President of Sales and Marketing at Amber Inn & Suites, Inc.. Base on the questions of the case, develop a executive summary to achieve Amber Inn’s profitability within 2 years.

GloFish LLC• Target Audience

– Internet Marketing Practitioner– Creative Marketing Practitioner– Biotechnology Marketing Practitioner

GloFish LLC• Case Objective

– Marketing channels play an integral role in an organization’s marketing strategy. Channels not only link a producer of goods to the goods’ buyers but also provide the means through which an organization implements its marketing strategy.

GloFish LLC• Questions

– Which distribution should GloFish LLC select?

– How does GloFish LLC promote their product based on the resources that it presently?

GloFish LLC• Case Exercise

– Assume that you are hired by GloFish LLC CEO, Base on the analysis result of 5 distribution, develop a executive summary to each alternatives.