Listen to the session audio:
<<tiddler [[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.
<<image /static/files/MBI/Module%2011/pilarsofbusinessdevelopment.PNG width:400>>
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.
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marketing_public
created
Sat, 15 Jan 2011 19:33:00 GMT
creator
dirkjan
modified
Sat, 15 Jan 2011 19:33:00 GMT
modifier
dirkjan
tags
M11-Market Roadmapping
Session
creator
dirkjan