Introduction to the Course

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来自 IESE Business School 的课程

Marketing: Customer Needs and Wants

156 个评分

IESE Business School

Marketing: Customer Needs and Wants

156 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

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

Introduction to the Course3:21

与讲师见面

Mario Capizzani
Lecturer
Marketing

[MUSIC]

Hi, welcome to marketing.

Welcome to understanding customers, the third course in the foundation for

management and specialization.

My name is Mario Capizzani and

I'm a professor of marketing at IESE Business School here in Barcelona.

Welcome. [MUSIC]

When Starbucks first opened its doors 14 years ago in Spain,

the people must have been wondering,

how can a company from Seattle bring its coffee to a culture and a country so

steeped in good coffee, accustomed to solos, cortados, a cafe con leche?

Will the people from Spain accept the Seattle company over here in Spain?

Bringing upscale coffee to Europe must have seemed, for

some, like bringing cold to Newcastle.

Are they bringing something different?

What is it so differentiating about their coffee to get Spaniards

to be willing to pay two to three times as much from what they're used to paying for

coffee in order to be able to have in a Starbucks?

Is it the product or is it the experience?

Well, perhaps it's not about the coffee.

So what is it about then?

Is it the ambience, the music, the comfortable chairs?

Or is it perhaps about the frappuccinos,

that certainly have nothing to do with cortados and solos?

What is it about Starbucks that people will get to pay so much for

this experience in comparison to what they're used to?

This is what we're concerned in marketing with, how to understand customers,

how to understand their true needs,

how to communicate a distinct value proposition, and when done and

executed properly, to actually even be able to make a profit.

But as far as Starbucks is concerned, they're getting bolder and

bolder by the day.

Now they're thinking of entering Italy.

What do you think about that?

Wired magazine has described the experience as almost an apocalypse for

the Italian market.

What are your thoughts?

Will they make it?

But somehow their marketeers must know what they're getting themselves into.

They're entering the land of some of the most discerning coffee consumers

in the world.

What is it, what is going to be their value proposition in order to succeed in

countries like Spain and Italy?

These are some of the kinds of the dilemmas that we're going to discuss

in this course.

By the time it's over, you will have a solid grasp for some of the fundamental

principles of pricing, product design, value proposition,

communicating value, and capturing some of that value by setting the right price.

Welcome. [MUSIC]

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