First Draft of your Marketing Data Tool Assignment

1; The brand I choose is Nike. Nike has been established for a long time, so it is embedded in the subconscious of many people. In the 1980s, NIKE made a genius decision to make Michelal Jordan its brand image. Most people like the brand very much and have already gained a lot of sports fans. I also really like the products of the Nike brand. Their design philosophy and historical stories make me feel the special spirit of the Nike brand.

2: Nike is a very competitive organization. Phil Knight (founder and CEO) is often quoted as saying "business is a war without bullets." Nike does not like competitors healthily.
Whether abroad or at home, Nike reflects outstanding brand value. A personal value that is memorable for the target customer and difficult for competitors to imitate. In the increasingly competitive environment of product homogeneity, this personalized value can not only create a distinct differentiation advantage but also win more attention and love from customers.
: 3: First, The most talked about Nike fans is the sneaker hype. Some joint shoes may cost less than 200 US dollars, but the Nike company reduced the production, which caused this type of shoes to be fired at a high price. I think it is reasonable because the joint shoes are originally special. It is also reasonable to have a small number of productions, which can increase the attention of fans.

Second, many of Nike's products are produced in China, which leads to many drafts and design models of Nike products in many places in China. Therefore, it is easy to buy fakes in China, and even professional Nike factories have no way to distinguish between genuine and fake. I think this is not good. Make the models and drawings of Nike company by other companies or other countries' agents or reduce the sales of Nike greatly, because many people buy fake products.

Third, the cost of Nike advertising production has always been the object of many social media discussions. Nike's advertising production has always been very single. The advertising just highlights the new products of the season and there is no attractive design. Much social media ridicules how Nike relies on such simple advertising to make so much money. I think this is a better income if Nike is more relevant to the public in terms of advertising.

4: Nike mainly produces sporting goods, including various sneakers, sportswear, protective gear and so on. In addition to professional sports goods, Nike also produces sportswear-oriented leisure goods, such as classic Blaze shoes. In terms of age, Nike positions its main market to young people. Young people like sports, pursue fashion and have a strong sense of brand recognition. At the same time, Nike also positions the market focus on middle-aged white-collar workers who have a certain income base. They have a richer life and have higher requirements for quality of life. They are eager to exercise and consume. strong ability

5:. In terms of positioning the core competitive advantage of the company, Nike's advantage lies in scientific and technological research and development, and brand recognition. Develop a strategy to play the core competitive advantage. Based on its own advantages, Nike mainly promotes the technological content of products, product quality, and comfort, and strengthens product promotion with its superstar strategy, and has achieved good results. For example, Nike's differentiated marketing strategy. There is no doubt that Nike is undoubtedly the best sportswear vendor in this field. Nike covers almost all sports professional fields. Even in seemingly unpopular gymnastics, Nike successfully launched the first gymnastics shoes in 2008. In other areas, in the hottest fields of football, basketball, running, etc., there are no less than 10,000 new types in each category, which is almost perfect for all people. One of the classic representatives is basketball shoes. Each year, Nike designs exclusive signature shoes for its own top superstars that match its personal characteristics and also designs shoes that meet the needs of most ordinary enthusiasts. These shoes are worn by Nike's mid-range players in regular time, and play a very good role in advertising.

6: Nike does not respond to most social media questions one by one, but it will still respond in detail to certain special events, such as the single issue of Nike advertising and the problem of fake shoes. Nike has apologized publicly for both incidents and promised to make as many changes as possible to find a response. I think this is very good because Nike has very good resilience and a positive attitude towards these special events.

7: If I was a brand manager, I think I would also learn how to deal with Nike because Nike's service attitude is very good in the eyes of most people. I think no matter what I think, I should give priority to the needs of customers and find solutions. My answer is this. First of all, find out whether the source of these problems is reliable, apologize publicly at the press conference, and explain why such problems occur and the solutions to be prepared. Or you can return the defective items for no reason. Please ask more famous advertising designers to design new advertisements, etc.

8:
I think, first, Nike's products are really good, reliable, beautiful, strong after-sales, and eye-catching, but is that why Nike is hundreds or even times more expensive than others? Of course not, the most important thing is that I think it is Nike's brand value and marketing attitude. I think the most important thing I learned is the first impression that a brand brings to people. The success of a good brand is inseparable from its positioning, and Nike is a symbol of physicalized sportsmanship or human conquest of nature and transcendence. The function of Nike products has been melted by the symbolic and emotional meaning of the brand. A simple tick, plus a sentence "Just do it", fully embodies the spirit of human beings engaged in various sports and challenged their limits. This is the essence of the success of the Nike brand.

Marketing in the News Blog Post

Marketing in the News Blog Post

The article I read is The 6 Marketing Trends That Will Drive Innovation in 2020, By Heide Palermo. I chose this article because it analyzes the changing direction of marketing trends from 2020 and the predictions of some professional marketing experts for the market situation in 2020. I think this paper is also a reference for some college graduates in order to choose employment.

First, this article outlines six broad marketing markets. 1. The Democratization of Content Creation, many market experts believe that the market will change significantly in 2020, and many businesses will be closer to the wishes of the public. More creative designs or marketing methods will change. 2. Voice Technology and 5G, language AI and 5G technologies are rapidly maturing. In 2020, there will be many technologies to implement voice AI control. 5G communication will also make people's lives more convenient and faster, greatly improving people's work efficiency, and opening up new fields for information technology. 3. The Impact and Influence of Culture, coding to the article: "We have a tremendous responsibility not only to our brands but also to our consumers.… We have the ability to bring people together, diminish divisiveness, and celebrate inclusion. And by amplifying those messages, we are in the driver's seat to influence a culture that is truly about inclusiveness and connectedness. "Lizette Williams, head of US cultural engagement and experiences, McDonald's. The marketing market will be more internationalized and cultural integration will be achieved. 4. Increased Personalization, many companies will learn from consumers' suggestions and realize the personalized management of big data, so that each consumer can enjoy their own personalized service experience. 5. The Value of Experiential, the transition from the age of customers to the age of trust. Many companies recognize that gaining consumer acceptance plays a key role in their brand. Brands that draw on consumer advice can have a lasting and sustainable impact. Marketing, media, communication, and experience are all changing directions. 6. The Power of Data. Because data provides a deeper understanding of customer experience and preferences, marketers are focusing on retention and acquisition. Make it easier for all consumers to get the information they need.

Self introduction

My name is Quan Zhang and I am a Chinese student studying in China. I live in Corvallis, Oregon. The reason I came to this class is that I want to learn more about business thinking and planning my future goals. My major is finance. What interests me most about marketing is that it can change my thinking, make me more economically savvy, and help me achieve career success in the future. In life, I am relatively quiet. In the remaining time, I will listen to music and read books. I think these things will allow me to gain more knowledge. I also like to play games and play basketball with friends.