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耐克营销案例分析
市场营销第一小组： 市场营销第一小组： 杜荣杼、张庆、刘琳、刘艳菊、 杜荣杼、张庆、刘琳、刘艳菊、 张玉格、张燕妮、赵姝颖、 张玉格、张燕妮、赵姝颖、赵轩维
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Contents
1
Summary the case
2
Answer the questions
3
Concluding
Make profits

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Answer the questions 3、Show how marketing principles and 、 practices will enable Nike to satisfy these needs, bearing in mind the company’s diverse range of product and geographic markets.
Answer the questions
1、What would you consider Nike’s 、 ‘superb marketing skills’?
Product. Promotion. Brand Management.

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superb marketing skills

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Summary the case
1
Nike’s heavy commitment to marketing and technical superiority of its products.
2
Nike’s problems with sales and child labour . For its competitors,Nike derived out of a deeply ingrained company culture.
Product
Quality:
building superior products.
Technology:
Nike’s initial success resulted from the technical superiority of its running and baske the questions
2、Why does Nike require these skills to 、 compete in the marketplace?
High quality and superior value for their customers,leading to high levels of customer satisfation. promotion -could win market share, and profits will follow Brand Management -could make customers indentify its Brand better.

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superb marketing skills
Ads Innovation
Events
Promotion
Brand
Endorsements

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superb marketing skills
Brand Management
ACG
Jumping man
NIKE
CONVERSE

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superb marketing skills
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3
In order to win globally,Nike’s Marketing must focus on customers. To its customers, Nike has to be beautiful as well as big.

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Nike’s principles
4P
STP
Brand Management

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