UGBA 10 Lecture 26: April 11
23 May 2018
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Introduction to Marketing Part I April 11
I. Campaign- Old Spice
• Old Spice market sales and market share exploded, and continues to grow because of
the commercial
• The a ou a ould sell like ideo ade Old “pie pat of the atioal
conversation
• Sesame Street did a spoof of the Old Spice commercial; it has 11 million views and it is
the ultimate complement and part of the conversation
• It is a character that has lived on and represents a long-living campaign
II. What is marketing?
• Marketing = value creation and capture
• Marketing: process of creating value for customers (through products/services) and
building stronger customer relationships in order to capture value (money) from
customers in return; works to get a reaction and create expectations for the customer
o The ai of aketig is to ake sellig ueessa- the product sells itself
o Example: Tiffany- expectations that come with the look of the box
• Blue- in our control; black- not really in our control. It all starts with knowing the
customer- that’s oe of aketig’s jos ats/eeds, epetatios, attitudes/hopes,
perceptions of alternatives, behaviors/preferences)
III. What is a market?
• Market: a group of end users with a need and the desire and the means to fill it.
• Eaple: “tauks is eliale ad hae diffeet akets. Offie okes’ eeds
addessed is a oig o afteoo eak. Goups’ eeds addessed is a oeiet
eetig plae. “tudets’ eeds addessed is a oeiet eetig o stud plae.
IV. Value proposition
• Value proposition: understanding market needs helps companies articulate how their
capabilities enable them to offer products or services that address customer needs (ie:
their value proposition)
find more resources at oneclass.com
find more resources at oneclass.com
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