M11-S1 - Session - Introduction to Marketing
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Listen to the session audio: M11-S1 - Audio - Introduction to marketing strategy
First a brief definition of Marketing (Marketing is building sustainable business).was given and Prof Moenaert talked about the concept of Derived Demand. Three paths are important:
- Market making or creation, develop new customer value proposition
- Market hunting, acquiring new customers for existing customer value propositions
- Market farming, nurturing or streamlining the relationship with existing customers.
We watched a video on Randy Pauch - Last Lecture encouraging determination in what you believe in.
The Resource based view states that competitive advantage and resources are two sides of the same coin.
