Introduction and Execution

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Del curso dictado por University of Pennsylvania

Introducción al Marketing

147 calificaciones

University of Pennsylvania

Introducción al Marketing

147 calificaciones

Curso 1 de 5 en SpecializationFundamentos Empresariales

Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de completar con éxito este curso, puedes aplicar estas habilidades en un reto empresarial de la vida real como parte de la Programa Especializadode Fundamentos de Negocios de Wharton.

De la lección

ESTRATEGIAS DE INSERCIÓN AL MERCADO: Interacciones En Línea y Convencionales y Cómo Encontrar Usuarios Principales y Facilitar la Influencia y el Contagio

¡Una vez que empezamos nuestro tercer módulo, el profesor David Bell toma el relevo esta semana! Esta vez nos vamos a centrar en el tema crucial “Estrategias de Mercado”. Las “estrategias de mercado” ofrecen más posibilidades que antes ya que las compañías tienen el potencial de dirigirse a los consumidores tanto online como sin conexión, a través de una variedad de plataformas. El profesor Bell ha trabajado en estos temas com varias empresas emergentes fascinantes y usará esas experiencias para ayudar a ilustrar el material de esta semana.

Introduction and Execution2:09

Competencia En Línea/Convencional4:51

La Cola Larga Parte 110:58

La Cola Larga Parte 29:55

Aislamiento por Preferencia14:36

Cómo Crecen las Nuevas Empresas Minoristas en Internet12:23

Clientes y Marketing Digital9:49

Influencia y Cómo se Difunde la Información11:02

Estrategias de Precio 1: Introducción11:13

Estrategias de Precio 2 – Factores del Cliente12:29

Conoce a los instructores

Barbara E. Kahn
Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Peter Fader
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
David Bell
Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

[MUSIC]

Welcome everybody.

It's David Bell here from the Wharton School.

I'm the Xinmei Zhang and Yongee Dai professor.

I haven't seen you for awhile.

By now you would have been spending time with my colleagues, Barbara and Pete.

Barbara will take you through branding.

Pete will have talked a lot about customers,

and what I'm going to talk about is execution.

Where the rubber really meets the road.

So we're going to talk specifically about how to acquire

some of those customers that Pete was talking about.

We're going to talk about the interaction between

the online world, which is increasingly prevalent.

E-commerce and the offline world.

And then finally some tactical things about

advertising, search engine optimization, pricing, and all

those good things that we need to do to really interact and acquire our customers.

I also want to explain where we are.

We're somewhere quite interesting and different today.

We're at the site of Quincey in Western Pennsylvania.

Quincey means what if, in latin.

And the idea really comes from a former student of

ours Mark Lore and his friend, childhood friend

[INAUDIBLE]

who founded a company way back in 2005 called 1-800-Diapers.com.

So for those of you out there who may have what you make think is a crazy idea.

Be encouraged, don't be discouraged because the crazy idea of Mark and

[INAUDIBLE]

Was to sell baby products and diapers over the internet.

it is now 2013 of course, I'm standing in a warehouse that's 1,200,000 square

feet large, carries over 200,000 unique products, and is selling those products

throughout the entire continental U.S., to

literally hundreds of thousands of households, and

this was an idea that started only, about seven or eight years ago.

So, it's really incredible to think of the traction that

it's taken, and all of that traction has really to do with execution.

So, you can have a great idea.

You can have a great brand.

You can think you know who the target customer is, but

to really get things off the ground, you have to execute.

And that's what we're going to be focusing on here.

[MUSIC]

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