1.- Week 2 Intro

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来自 IESE Business School 的课程

Marketing: Customer Needs and Wants

152 个评分

IESE Business School

Marketing: Customer Needs and Wants

152 个评分

课程 3（共 5 门，Specialization Foundations of Management）

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

从本节课中

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.

1.- Week 2 Intro2:55

2.- Product Definition, Part 17:19

3.- Product Definition, Part 23:57

4.- Estimating Product Demand, Part 14:57

5.- Estimating Product Demand, Part 24:16

6.- Managing Products, Part 13:53

7.- Managing Products, Part 25:14

8.- Managing Products, Part 33:29

9.- Pricing Fundamentals, Part 15:28

10.- Pricing Fundamentals, Part 24:46

11.- Pricing Fundamentals, Part 33:35

12.- Pricing Fundamentals, Part 45:07

13.- Pricing Fundamentals, Part 54:18

14.- Channel Design, Part 14:20

15.- Channel Design, Part 27:32

16.- Channel Management7:58

17.- Week 2 Recap1:21

与讲师见面

Mario Capizzani
Lecturer
Marketing

[MUSIC]

Hi.

Welcome to Week 2 of this course of understanding your customers.

On Week 1, we covered marketing fundamentals.

We've gone through marketing process and how does it go about creating value.

You've understood marketing segmentation principles.

We've covered some of the marketing research methods.

And finally we looked at how to go about targeting.

This week we're going to deal with fundamental elements of how to communicate

and deliver elements of your value proposition to the customers.

And those are critical elements of the marketing mix.

In particular, we're going to deal with products.

How to think about them, how to manage them.

We're going to deal with pricing.

What are the fundamental things and items to think about how to set

those prices which is a fundamental value in marketing.

This is the only one that truly captures all the value we have been creating.

And, finally, with distribution, channel design, and how to manage channels.

Welcome.

If you recall from Week 1, this is the process that we have been walking through.

Two fundamental concepts that we dealt with on Week 1 were those of segmentations

and differentiation.

Finally, that we have chosen the targets that we want to serve and

that we have chosen the value proposition to differentiate as much as

we possibly can from other competitors.

Now we have to position the product.

Critical elements to positioning are defining the product, setting the price,

and choosing the right distribution strategy for our products or services.

So in order to learn about these three key marketing mix elements,

we're going to walk through the following outline.

First, we're going to start with product definition.

We're going to go through the basics of how to go about estimating demand and

how to manage product, product line extensions and the product line.

Next, we're going to move on to the pricing fundamentals.

And we're going to walk through an example of how to go about estimating channel

prices and manufacturer prices in the case of Dodot,

the diaper manufacturing leader in the Iberian market.

Finally, we're going to go into the distribution strategy.

How to think about designing channels, and finally, how to think

about managing, and especially managing conflict when the conflict shows up.

Let's go to session number one.

[MUSIC]

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