Sample Video:

Covers the fundamentals of marketing including identifying appealing customer segments, determining product/service requirements, managing paths-to-market (channels), developing pricing & promotions and evaluating the customer experience.  Initially the components of marketing are examined including ways marketing is distinct from, yet relates to advertising and sales.  The discussion continues with product lines (full vs partial, loss leaders, halos and cannibalization), customer segmentation (by demographics, product/service, behavior or needs), branding strategy (single brand vs multi-brand, challenger-brand vs leader-brand, sub-branding and co-branding), price discrimination, and channel (direct, channel conflict).  Also covered are insights from customer behavior and common marketing pitfalls.  The presentation then examines how marketing draws from other areas of study such as strategy, business models, information technology and growth development.  It concludes with a discussion of ethical marketing.

Relevant Audience: Marketing professionals and general managers.