1. Marketing Mix presentation on Fairview International School Done by: Chen Hsi 10B

2. Research Question  How can Fairview International School use pricing strategies to influence customer’s behavior?

3. What is marketing mix?  A planned combination of the controllable factors of a product's marketing plan commonly termed as 4P’s: product, price, place, and promotion. Source: http://www.businessdictionary.com/definition/marketing- mix.html#ixzz2uQhivQio

4. Product  The things which made to fulfill the customers’ want.  It must have physical attributes and purpose that meet the consumers’ requirement. The product must also be safe to be consumed.  It should have an identifiable brand name that customers will remember.

5. Price  How much the consumers willing to pay.  It also depends on the objective of the producer and how it sets the price.

6. Place  It is about how to transfer the product from the producer to the customers.  This can be done by various distribution channel.  The products have to be available where the customers expect to find them.  Hence finding the right place to sell the products is important.

7. Promotion  It is to bring products to the attention of customers and prospective customers and encourage them to buy the products.  This can be done by various ways, such as advertising, sales promotion and loyalty program.

8. Introducing Fairview International School  Fairview is an international school, whereby there are students from different countries interact with one another.  It is established in 1978.  At present, Fairview is available in 23 countries.

9. Aims and objectives  To help students find themselves and their place in the ever-changing world.  To allow students to see their relationship with the world and encourage a positive attitude to learning.  To encourage students to develop and understand the connections between subjects taught and the real world.  To encourage students to become critical and reflective thinkers.

10. What is the international school’s target market?  Fairview International school’s target market is students and parents from worldwide.  In this case, Fairview International School provides education service to students and help parents to develop their children.

11. Market Research- How?  Conduct interview: parents and students  Research on Internet: school website and blog

12. Market Research- What? What do parents want:  They do not want their children to learn things by memorizing and regurgitating facts.  They want their children to be independent.  They want their children to be well prepared for college and university.

13. Market Research- What? What do the students want?  They want to learn English.  They want a fun learning environment.  They want to have social activities.

14. Product- Fairview International School  Fairview international school provides education service by offering IB program and various CCA. The academic and curriculum structure is to help students not to learn things by memorizing and regurgitating facts.  Fairview international school also provides the hostel accommodation. Students can be independent.

15. Product- Fairview International School  Fairview international school uses English as the main language.  Fairview students could join expedition to have an interesting learning environment.  Fairview students can join various CCA to make new friends.  There is also community and service activities for students to help the society.

16. Price- Fairview International School School Fee Grade

17. Place- Fairview International School  There are 4 campuses in Malaysia. - Kuala Lumpur (capital of Malaysia) - Subang (Industrialized area) - Penang (Developing city) - Johor Bahru (near to Singapore, a developed country)

18. Promotion- Fairview International School  The school staff can make a promotional video about Fairview and present it in education fair.  School videos could also be uploaded to social networking sites.  Promotion efforts, such as words of mouth by existing students of Fairview.

19. Questionnaire 1. Will you send your children to Fairview International School to study? 2. Do you think the school fee is reasonable or not? 3. Do you think the expedition fee is reasonable or not? I choose 10 students and parents to answer this questionnaire.

20. Will you send your children to Fairview International School to study?

21. Do you think the school fee is reasonable or not?

22. Do you think the expedition fee is reasonable or not?

23. Conclusion  The price of the school fees can absolutely influence the customer’s behavior.  Therefore, the school may consider to review the school fees.

24.  Thanks for your attention