AGSM MBA Program -- Marketing Management
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Strategy
for TVB:
- More
traditional – mail bomb to Marketing People to
promote their advertising package
- Tends
to keep frequent contact with existing customers
- Different
promotional packages for their Pearl 930 when special
film is broadcasted
Strategy
for ATV:
- Some
how less traditional –
relies on creativity and contents of advertisements
- Send
less mail to marketing people
- Encourage
customer to advertise on their channel by holding
competitions on Advertisements
Suggested
answers to Tutorial questions as suggested by Roseta
- What kind of needs does your chose company satisfy?
- Provide entertainment for viewers
- Updated informative news
- Who are the customers of your chosen company?
- Advertisers (not viewers because high viewership
rating means more viewers watch your channel;
that means when you put your commercial in this
channel, will get more effectiveness result.)
- Do you think company your chosen is marketing oriented or
not? Why?
- ATV make it more appealing for advertiser to buy
but not fully. For example, ATV provide sales
package which is less money for more advertising
time. (This is marketing oriented)
- Non-marketing oriented - new program not asking
for sponsorship.
Suggested answers to Tutorial questions as suggested
by Steve Chan
Here are my
answers :-
- The needs that ATV satisfies are :-
- for entertainment
- for information and personal interests
- I think the customers of ATV are mainly local viewers,
which is different from Roseta. My view is although the
revenue of ATV is coming from the advertisers, ATV
broadcast their programs aims at satisfying the needs of
their viewers, and by this to derive their revenue
INDIRECTLY from advertisers. How good they can earn is
depends on how well they can satisfy their viewers, which
will be reflected by "attendance" report.
(sorry I don't know the appropriate word). Some of
programs has been made into VCDs. Hence, their customer
base has been expanded to overseas customers (not
necessarily Chinese as the programme can be translated
into other dialects like Thai). Besides, their programmes
also being sold to Star TV, which means their customers
also include other TV stations / networks.
- the answer to this question really depend on the answer
to 2 above. If the customers are advertisers, then I
would say ATV is not market oriented. They are not
producing programmes according to advertisers' need. What
advertisers' need are to have their products being shown
or introduced to as many people as possible. Although
they sponsor TV programmes, they have little input on
what kind of programmes to be shown. Rather, they place
their ad according to what are being shown and what are
the ratings. Therefore, I would say ATV is product
oriented in this sense. However, if the customers are
viewers, I would say it is partial market oriented.
Although they produce programmes that try to suit their
viewers need, they have to follow the regulatory body's
requirements. Certain themes are not allowed even there
is a need in the market. eg. adult programs like those
shown in Cable TV. Also, programmes produced by RTHK are
required to be broadcasted for community services.
Therefore ATV is not completely market oriented.
Now, who comes to summarize these results? >_<
Created at: 1999-03-07 23:53
Last Updated at: 1999-05-08 13:41:05 China Standard Time