![Page 1: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/1.jpg)
© Qian XU
MarketingManagementSession16
QianXU,PhD.Spring,2017
![Page 2: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/2.jpg)
© Qian XU
Part1TermProjectPresentation(Teams4&7)
![Page 3: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/3.jpg)
© Qian XU
Requirements
•Fortheteams:•15minpresentation+5minQ&A
•Fortheaudiences:•Ifyoulostyourevaluationsheet,drawthetableyourself•Ifyouforgotyourpreviousscores,leavethemblank,don’tfillthembasedonyouruncertainmemory
•Handintheevaluationsheettoday!•Emailmeyourslidesbytheendoftoday!
![Page 4: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/4.jpg)
© Qian XU
Peerevaluation- Final
t.im/1ee3e
![Page 5: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/5.jpg)
© Qian XU
Part2Review
![Page 6: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/6.jpg)
© Qian XU
Quiz 2
•Average:19questionsansweredcorrectly•Standardization.•ChecktheE-learning’s“Quizanswers”folder.•IfyoufeltupsetaboutQuiz2,don’tworry,youstillhavethefinalexamtogo!
![Page 7: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/7.jpg)
© Qian XU
MarketingMix:4P
Product Price Promotion Place
STP
Segmentation Targeting Positioning
MarketingAnalysis:5C
Customer Company Competition Collaborator Context
![Page 8: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/8.jpg)
© Qian XU
2.1Deliveringvalue•Logistics
•Objective:Gettingtherightgoodstotherightplacesattherighttimefortheleastcost
•Distributionchannels•Twotypesofchannels:directvs.indirect•Costandbenefitsofthesetwochannels•Chanelconflictsandmethodsofresolvingtheseconflicts
•Retailing•Retailexperiencedesign
![Page 9: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/9.jpg)
© Qian XU
Directvs.Indirectchannels
Direct IndirectCustomized foryourproductsGood contact withcustomersLarger coverageLower fixedcostReachnewtarget segmentsCreatewholesolutionsGreater margin
✓✓
✓✓✓✓
✓
![Page 10: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/10.jpg)
© Qian XU
ManagingChannelConflict
•Strategicjustification:specifyresponsibilities•Dualcompensation:payingexistingchannelstosellthroughnewchannels•Superordinategoals•Employeeexchange:exchangepersonsbetweentwochannels• Jointmemberships:encouragingjointworking•Co-optation:effortofoneorganizationtowinsupportofother•Diplomacy,mediation,orarbitration•Legalrecourse
![Page 11: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/11.jpg)
© Qian XU
2.2Competition
•Leader•Threeobjectives
•Challenger•Fivetypes
•Follower•Fourtypes
•Nicher
![Page 12: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/12.jpg)
© Qian XU
Summaryformarketchallenger
Attack Definitions
Frontal IhavewhatyouhaveandI’mbetterthanyouFlank Ihavewhatyoudon’thaveEncirclement I’mbetterthanyouineveryaspectBypass Idon’tplaywithyouintheexistedmarketanymoreGuerrilla Ican’tbeatyoubutIcanannoy you
![Page 13: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/13.jpg)
© Qian XU
Whichstrategyshouldyouadopt?
Attack Resources Uniquecompetency
Example
Frontal √ ╳
Flank ╳ √Encirclement √√ √Bypass √ √√Guerrilla ╳ ╳
Blackberryvs.Apple
Samsungvs.Apple
Nokiavs.Apple
Microsoftvs.AppleBaili vs.Apple
![Page 14: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/14.jpg)
© Qian XU
Marketfollowersummary
Imitation Legalissue
Cloner Copyeverythingwith slightvariations Legal
Imitator Copysomethingsbutdifferentiatesonpackaging,advertising,pricing,orlocation
Legal
Adapter Improvetheoriginal product Legal
Counterfeiter Copy everythingeventhebrand Illegal
![Page 15: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/15.jpg)
© Qian XU
2.3Glocalization•ThinkGlobally
•Mindthegap:• Individualismversuscollectivism• Highversuslowpowerdistance•Masculineversusfeminine•Weakversusstronguncertaintyavoidance• Longvs.short-termorientation• Indulgencevs.restrictions
•ActLocally•Standardization&Adaptation•Minddiscrimination
![Page 16: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/16.jpg)
© Qian XU
Qiaobi Detergent(俏比洗衣融珠)
![Page 17: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/17.jpg)
© Qian XU
Nippon (立邦漆)
![Page 18: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/18.jpg)
© Qian XU
MarylandU’sCommencementSpeech
ThesweetandfreshAmericanair
![Page 19: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/19.jpg)
© Qian XU
Harvard’sCommencementSpeech
Unequaldistributionofhumanknowledge
JiangHE@Harvard
![Page 20: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/20.jpg)
© Qian XU
Take-aways
•Fordesigners:•Considerpotentialculturaloffensivenessinadvance
•Forus:•Youwon’tgetrespectbydebasingyourownculture•Defenseourculturewhennecessary•Bestrongerandlesslikelyoffended
![Page 21: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/21.jpg)
© Qian XU
Part3PersonalMarketing
![Page 22: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/22.jpg)
© Qian XU
Objectives
•UseMarketingprinciplestoachieveyourgoals•Getthepointofthiscourse
![Page 23: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/23.jpg)
© Qian XU
Studyofsuccess(成功学)
![Page 24: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/24.jpg)
© Qian XU
Howtobesuccessful
Pickup agoal Figure outhowSucceed/fail
![Page 25: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/25.jpg)
© Qian XU
Howtoputanelephantintoafridge
1. Openthedoorofthefridge2. Puttheelephantin3. Closethedoor
![Page 26: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/26.jpg)
© Qian XU
WithMarketingPrinciples…
![Page 27: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/27.jpg)
© Qian XU
Howtobesuccessful
Pickup agoal Figure outhow
Succeed/fail
![Page 28: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/28.jpg)
© Qian XU
3.0Twotypesofgoals
Person-environment
Within-person
![Page 29: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/29.jpg)
© Qian XU
3.1Person-environmentgoals
Lifeistolevelup.生活就是打怪升级
![Page 30: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/30.jpg)
© Qian XU
3.2Within-persongoals
•Lifeisaboutself-improvement/innerpeace.
![Page 31: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/31.jpg)
© Qian XU
3.1Person-environmentgoalsAchievementbased/task-involved
![Page 32: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/32.jpg)
© Qian XU
3.1.1Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 33: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/33.jpg)
© Qian XU
3.1.1Setupagoal
1) Bespecific2) Usesubgoals3) Selecttherightsequence4) Setdeadlines
![Page 34: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/34.jpg)
© Qian XU
1) Thepowerofaspecificgoal
Runasfastasyoucan
Run1000mwithin3minutes
A
B
Locke, Edwin A., and Gary P. Latham. "Building a practically useful theory of goal setting and task motivation: A 35-year odyssey." American psychologist 57.9 (2002): 705.
![Page 35: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/35.jpg)
© Qian XU
2) Usesubgoals
Yale’sPhDprogram
TOFEL GRE GPA ...
IwanttoapplyforYale’sPhDprogram
A
B
Szu-chiHuang,Liyin Jin,andYingZhang.2017.Stepbystep:Sub-goalsasasourceofmotivation. OrganizationalBehaviorandHumanDecisionProcesses 141.1-15.
![Page 36: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/36.jpg)
© Qian XU
3) Selecttherightsequence
•Writeanessaywhichincludestwoindependentparagraphs.•Paragraph1:300words•Paragraph2:900words
•Whichoneshouldyoudofirst?
![Page 37: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/37.jpg)
© Qian XU
3) Selecttherightsequence
• Startfromtheeasypart• Because
Liyin Jin,QianXu,andYingZhang.2015.Climbingthewrongladder:Themismatchbetweenconsumers’preferenceforsubgoal sequencesandactualgoalperformance. JournalofMarketingResearch 52(5).616-628.
Mid-point
Easy-Hard
Hard-Easy
1
2
![Page 38: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/38.jpg)
© Qian XU
4)Powerofdeadline
• USNationalScienceFoundationwantstoreducethegrantapplications.Buthow?
• Solution:eliminatethedeadlines.
![Page 39: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/39.jpg)
© Qian XU
3.1.2Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 40: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/40.jpg)
© Qian XU
3.1.2Researchthemarket
1) Understandyourcustomers’needsnottheirrequirements.
2) Knowyourcompetitors
![Page 41: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/41.jpg)
© Qian XU
1)Understandcustomers’needsnottheirrequirements
Goal Customer Requirements Need
Getajob Recruiters Internshipexperiences,majorandetc.
Getajobdone
Get anotherdegree
Academiccommittee
GPA,GRE andetc. Createknowledge
![Page 42: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/42.jpg)
© Qian XU
MyexperiencesduringaPhDprograminterview
•Asaninterviewee•Asaninterviewer
![Page 43: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/43.jpg)
© Qian XU
Asaninterviewee
•Professor:doyouknowtheHotelling model?•Myself:sorry,Idon’tknow.
•Professor:doyouknowtheKeynesianeconomics?•Myself:sorry,Idon’tknow.
•Professor:whatdoyouknow?•Myself:Iamnotfamiliarwiththeseterms,butonceIknowwhattheymean,I’llstarttoconsiderwhentheydon’twork.
![Page 44: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/44.jpg)
© Qian XU
Asaninterviewer
•Myself:whydoyouthinkyoucanmakeagreatPhD?•Candidate:I’mNo.1inmyownschool.
•Myself:whydoyouthinkyoufitourprogram?•Candidate:I’mNo.1inanEnglishcompetition.
•Myself:whatareyougoingtodoasaPhD?•Candidate:I’llbeNo.1inyourschool.
•Myself:interesting...
![Page 45: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/45.jpg)
© Qian XU
2)Knowyourcompetitors
•Whatarethemosthorriblecompetitorsintheworld?
•Thosewhoaresmarterthanyouworkharderthanyou.
![Page 46: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/46.jpg)
© Qian XU
Agame
Chooseanumberfrom0to100,tomakeit asclose tothe1/3oftheclassaverageaspossible.
![Page 47: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/47.jpg)
© Qian XU
Agame
•Thereisanoptimalanswer(everybodywins)• 0• Itwillneverhappen
•Smarterthanothersisnotenough.•Youhavetoknowhow(un)smartothersare.
![Page 48: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/48.jpg)
© Qian XU
3.1.3Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 49: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/49.jpg)
© Qian XU
3.1.3Positionyourself
Competence Warmth
![Page 50: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/50.jpg)
© Qian XU
1)Competence
a) Buildyourcorecompetencies.
b) Buildyourrelativecompetencies.
![Page 51: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/51.jpg)
© Qian XU
a)Buildyourcorecompetencies
A B
• Badatcomputers• Canremembereveryone’sfaceandcoffeepreference
• MasterMicrosoftoffice• Beautiful
![Page 52: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/52.jpg)
© Qian XU
a)Buildyourcorecompetencies
•Donooneelsecando.
•Yourvaluedependsonhoweasilyyoucanbereplaced.• Itreversesifyouareateamleader
![Page 53: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/53.jpg)
© Qian XU
b)Buildyourrelativecompetencies
A BWorktothemidnighteveryday Offtheworkontimeeveryday
![Page 54: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/54.jpg)
© Qian XU
b)Buildyourrelativecompetencies
•Lazinessisthekeydriverforhumancivilization.
![Page 55: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/55.jpg)
© Qian XU
b)Buildyourrelativecompetencies
•Excelwhereothers cando
•Efficiency>hardworking•e.g.,howmanyofyouarestillusingmousetodocopy/paste?• Ifyouusekeystrokesinstead,eachtimesavesyouatleast3seconds.
![Page 56: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/56.jpg)
© Qian XU
10toptime-savingtechtips
![Page 57: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/57.jpg)
© Qian XU
2)Warmth
•Beingavolunteer=warmth?
•Servicespirits=warmth
![Page 58: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/58.jpg)
© Qian XU
Servicespiritexamples
•Goodemailmanners
•Offertodothemeetingmemo
•Lossisbliss(吃亏是福)
No subject
No title
No signature
No content
![Page 59: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/59.jpg)
© Qian XU
3.1.4Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 60: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/60.jpg)
© Qian XU
3.1.5Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 61: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/61.jpg)
© Qian XU
3.1.5Communicateyourself
1) Thebestpersonalcommunicationistheunsaidone
2) Anevenbetterwayistoletotherssayforyou
3) Managetheexpectations
4) Showyourpotentials
5) Lessismore
6) Beunique
![Page 62: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/62.jpg)
© Qian XU
1)Thebestpersonalcommunicationistheunsaidcommunication
•“I’maquicklearner.”
•“ItaughtmyselfmachinelearningusingCourseraandgotthecertificatefromStanford.”
![Page 63: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/63.jpg)
© Qian XU
2)Anevenbetterwayistoletotherssayforyou
•“I’mgoodatMatlab.”
•“Shedidalltheanalyses.”
![Page 64: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/64.jpg)
© Qian XU
3)Managetheexpectations
![Page 65: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/65.jpg)
© Qian XU
4)Showyourpotentials
3.8 3.9 4 3.9
2.7
3.13.3
3.6
2.3
2.8
3.3
3.8
4.3
1st 2nd 3rd 4th
GPA
A B
![Page 66: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/66.jpg)
© Qian XU
5)Lessismore
•A:GPA4.8,TOFEL115•B:GPA4.8,TOFEL115,masterMicrosoftOffice
•C:NationalEnglishChampion•B:NationalEnglishChampion,GPA4.8,TOFEL115
![Page 67: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/67.jpg)
© Qian XU
6)Beunique
•Whichwayshallyoudefineyourself:•A.aphysicsprofessorwholikesswims•B.apersonwholikesswimmingalso aphysicsprofessor
•Ifyouaregoodattwoaspects•Defineyourselfonthestrongeraspect
![Page 68: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/68.jpg)
© Qian XU
6)Beunique
•Whichoneismoreunique:•A.aphysicsprofessorwhowonOlympicsgoldmedalinswimming
•B.anOlympicsgoldmedalswimmerwhoisalsoaphysicsprofessor
•Ifyouareequallygoodattwoaspects•Defineyourselfontherareaspect
![Page 69: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/69.jpg)
© Qian XU
3.1.6Marketyourselflikeaproduct
Setupagoal Researchthemarket Positionyourself
Designyourpackage
Communicateyourself
Evaluateandadjust
![Page 70: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/70.jpg)
© Qian XU
Admittingshortage/failuresisthefirststepofimprovement.
![Page 71: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/71.jpg)
© Qian XU
3.2Within-persongoalsMakeyourselfhappier
![Page 72: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/72.jpg)
© Qian XU
Manageyourhappiness
•1.Youarenotthatimportant.
•2.Canmoneybuyhappiness?
![Page 73: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/73.jpg)
© Qian XU
3.2.1Youarenotthatimportant.
![Page 74: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/74.jpg)
© Qian XU
TheSpotlightEffect
Gilovich, Thomas, Victoria Husted Medvec, and Kenneth Savitsky. "The spotlight effect in social judgment: an egocentric bias in estimates of the salience of one's own actions and appearance." Journal of personality and social psychology 78.2 (2000): 211.
![Page 75: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/75.jpg)
© Qian XU
3.2.2Canmoneybuyhappiness?
Yes
![Page 76: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/76.jpg)
© Qian XU
Ifnot,youprobablyspenditwrong
•Principle1:Buyexperiencesinsteadofthings•Principle2:Helpothersinsteadofyourself•Principle3:Buymanysmallpleasuresinsteadoffewbigones•Principle4:Buylessinsurance•Principle5:Paynowandconsumelater•Principle6:Thinkaboutwhatyou'renotthinkingabout•Principle7:Bewareofcomparisonshopping•Principle8:Followtheherdinsteadofyourhead
Dunn,Gilbert,andWilson,2011,Ifmoneydoesn'tmakeyouhappy,thenyouprobablyaren'tspendingitright.JournalofConsumerPsychology
![Page 77: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/77.jpg)
© Qian XU
Principle1:Buyexperiencesinsteadofthings
•Youhave6000RMB
•A:buyaniPhone7
•B:visitJapanduringthesummervacation
iPhone8
![Page 78: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/78.jpg)
© Qian XU
Principle2:Helpothersinsteadofyourself
•Youhave20RMB
•A:buyyourselfacupofcoffee
•B:buyyourfriendacupofcoffee
![Page 79: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/79.jpg)
© Qian XU
Principle2:Helpothersinsteadofyourself• Ifpossible,helpingstrangersareevenbetter.
![Page 80: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/80.jpg)
© Qian XU
Thepointofthiscourse
Ifyoufeelyouknowmorethings,Ifailed
Ifyoufeelyouhavemorethings toknow,Imighthavesucceeded.
![Page 81: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/81.jpg)
© Qian XU
Theend
•FinalExam:Jun.28,2017,13:00-15:00,H6108•30multiplechoices(60%)+1essay(40%)•Closebook,lecturing-oriented(exceptSessions1,2,&16)
![Page 82: Session 16 Personal Marketing - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/dd/a7/95... · Which strategy should you adopt? Attack Resources Unique competency Example](https://reader033.vdocument.in/reader033/viewer/2022041919/5e6b30de51fde5425f6319b1/html5/thumbnails/82.jpg)
© Qian XU
Theendoftheend
Thanksamillion!
Mybelovedstudents.