PRINCIPLES OF MARKETING
INTRODUCTION TO MARKETING
Week 1 - overview |
1. Discussion on Course Plan
2. Forming a group:
Principles of Marketing (3-4 in a group)
Introduction to Marketing (4-5 in a group)
Week 2 - Topic 1: Foundations of Marketing |
Instructions: Read Harley Davidson case
Few brands engender such intense loyalty as that found in the hearts of Harley-Davidson owners. Long ago, the folks at the renowned motorcycle maker realized that the best way to create lasting relationships with its customers was to understand them on their own terms. It wants to know who its customers are, how they think and feel, and why they buy a Harley. That customer centric strategy has helped build Harley-Davidson into a multibillion-dollar company with the largest company-sponsored owner’s group in the world.
Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism and freedom. These strong emotional connections have made Harley-Davidson ownership much more of a lifestyle than merely a product consumption experience. To support that lifestyle, Harley-Davidson engages its customer base through company-sponsored travel adventures, events, and other things, such as clothes and accessories both for riders and for those simply like to associate with the brand.
After reading Harley Davidson case, discuss the following.
1. How does Harley-Davidson build long term customer relationships?
2. What is Harley-Davidson’s value proposition?
3. Relate the concept of customer equity to Harley Davidson. How does Harley-Davidson’s strategy focus on the right relationships with the right customers?
4. Discuss on the marketing mix (Product, Price, Promotion and Place) of Harley Davidson.
5. Who are the customers of Harley Davidson?
6. What is type of... [continues]
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