Lecture

Strategic Marketing: Understanding Customer Needs and Value Proposition

In course

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Description

This lecture covers the fundamentals of strategic marketing, including market definition, segmentation, and value proposition. It delves into understanding customer needs, market sizing, and the importance of the voice of the customer in developing successful marketing strategies. The instructor, Katrin Siebenbuerger, provides insights on how to quantify and measure customer value, differentiate between features, benefits, and value, and create a unique value proposition tailored to specific customer segments.

Instructors (2)

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Official source

https://mediaspace.epfl.ch/media/0_6ixbrol5

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Ontological neighbourhood

Business

Marketing: Product promotion

Business administration: Strategic planning, Customer relationship management

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