Cyesuta’s Workbook

Are you out of fashion? balabalabalabalabala……

China market is different with western markets. As a global company, you have to consider the local strategy. Distrust is the main threat to foreign companies. Because of Chinese traditional culture of anti-trade and the huge economic growth in the past ten years, public don’t trust most companies.
For example, Haagen-Dazs met a crisis of confidence since the “dirty kitchen incident” and Nike’s brand confidence also set a new low because the problem of child labor. Famous foreign brands did bad things in China and it caused public lose trust again. Even Microsoft’s donation projects was said to be a conspiracy to make users online in order to earn more advertisement fee.
Though others see challenges, we see opportunities. We can’t just stand by and do nothing. We should open up a new way for long-term consulting. Our team is going to help you convey the sustainability develop idea to your manufacturers, employees, consumers and shareholders.
Only companies which continue paying attention to environment issues and undertaking social responsibility could sustain raise consumers’ brand loyalty.

For environment issues, balabalabalabalabala……

For social responsibility, CSR (Corporate Social Responsibility) became an important norm years ago. The main idea is: “How to make a business earn profits and help others at the same time?”
Donating money is not the only and also not always the right way to help others. We should find out what people need and want.
Being a sports brand, you may like your brand image to be “close community”, “healthy” and “never give up”. Strong brand influence could be your weapon, to fix social problems such as estranged relationship between people, insufficient medical-care services and poor kids’ education.

In order to become a sustainability business, hope you are ready to choose us as your consulting partner. Compare with other consulting agency in China, we have more experiences working with global companies like Coca-cola and Sony. Under the big umbrella of Isobar, there is Carat and Wwwins which you understood very well.
You are able to own full service from planning to execution.
The most important: We are one of few sustainability consultants in the world. Our central thought is working long-term with customer and to improve the commercial chain to catch up the green bandwagon.

1.1 Define marketing.
Marketing is a social process which activities let all people to obtain need and want. In a long term they can develope exchange relationship.

1.2 What condition are necessary for an exchange to take place?
When people have their NEEDS and WANTS exchange becomes feasible.

1.3 Distinguish between a need and a want.
Need is what people or organisations have to had, and Want is a kind of desire or preference.
For a person, basic physical needs like water, food; social and emotional needs like security and belonging is his/her need and to have a beautiful cloth is what he/she want.

1.4 What is a market?
A market includes individuals or orginisations whom have resources(time, money) ,find their interest in something and willing to buy it.

1.5 What does strategic marketing involve?
I. TAs are not being satisfied.
II. Classify customers to market segments.
III. Classify products to market segments.
IV. Position a product to differentiate from competitors’. So the product can give a sustainable competitive advantage.

1.6 What flows are necessary for an exchange transaction to take place?
I. Collect information about market needs and wants.
II. Design goods and services base on info from I.
III. Promo products to customers.
IV. Sell products to customers and obtained money or something else of value.