lesson 1 - what the fck is marketing
TRANSCRIPT
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Q@L] ]@O
E*BK GRDL^KO]GJA
6
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soiigja
prfdf tgfj
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’F^ALJGXL]GFJLI E_JB]GFJLJM L RO] FE S^FBORROR EF^B^OL]GJA, BFDD_JGBL]GJA, LJMMOIGUO^GJA ULI_O ]F B_R]FDO^RLJM EF^ DLJLAGJA B_R]FDO^^OIL]GFJR@GSR GJ QLWR ]@L]
NOJOEG] ]@O F^ALJGXL]GFJ LJMG]R R]LKO@FIMO^R—.
LDL sl ys8
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Jfpo!
L^] LJM RBGOJBO FEB@FFRGJA ]L^AO] DL^KO]R
LJM AO]]GJA, KOOSGJA, LJMA^FQGJA B_R]FDO^R
]@^F_A@ B^OL]GJA,MOIGUO^GJA, LJM
BFDD_JGBL]GJA
R_SO^GF^ B_R]FDO^ ULI_O.
DD6]`lt‗s us6
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Q@L] GR DL^KO]OM6
• Affms
• Rorvgbos
• Ovojts
• Oxporgojbos
• Sorsfjs
• Silbos
• Srfportgos
• Fraljgzltgfjs
• Gjefrdltgfj
• Gmols
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DL^KO] gs l bfiiobtgfj fe nuyors ljmsoiiors w`f trljslbt fvor l plrtgbuilr
prfmubt fr prfmubt bilss.
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’bfvor vlrgfus
arfups fe bustfdors.—
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R ]^_B ]_^O FE EIF QR GJ L
DFMO^J OPB@LJAO OBFJ
FD W
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RGDSIO DL^KO ] R WR ]OD
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BFJR_DO^spojm l arolt moli fe tgdo trygja tf ostlnigs` l suporgfr nrljm
gdlao.
N_RGJORRelbo woii-trlgjom ljm woii-gjefrdom prfeossgfjli nuyors w`flro skgiiom gj ovliultgja bfdpotgtgvo feeorgjas.
JAF & AFU‗]Dlrkotors prgbo blroeuiiy nobluso t`oso fraljgzltgfjs `lvoigdgtom purb`lsgja pfwor.
AIFNLIBfujtrgos tf ojtor, `fw tf ojtor t`o bfujtry, `fw tf lmlpt t`ogr prfmubts sorvgbos tf t`o bfujtry, ljm `fw tf prgbo t`ogr
prfmubts.
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BF^O DL^KO]GJA
BFJBOS]R
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Dlrkotors aotdo tf nuyt`gjas G mfj‗t
wljt! *!C!
Dlrkotorsbrolto jooms!
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JOOM nlsgb `udlj roqugrodojt
QLJ]mgrobtom tf spobgegb fnhobtss`lpom ny fjo‗s sfbgoty
MODLJMwljts nlbkom ny lngigty tf ply
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SFRG]GFJGJA
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ULI_O
S^FSFRG]GFJl sot fe nojoegts t`oy feeor tf
bustfdors tf sltgsey t`ogr jooms
FEEO^GJAprfmubt, sorvgbos, gjefrdltgfj,
oxporgojbos
feeorgja erfd l kjfwj sfurbo
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]@O FEEO^GJA QGII NO
R_BBORRE_I GE
UL I _ O
]LJAGNIO LJM GJ]LJAGNIONOJOEG]R LJM BFR]
ç\RèS
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RL ] G R EL B ] G F J
BFDSL^L]GUO H_MAODOJ] ^OR_I]GJA E^FDSO^EF^DLJBO GJ ^OIL]GFJ ]F OPSOB]L]GFJR
S9O I
S4O H
S9O R_SO^H
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]F ^OLB@
WF_^ ]D
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BFDD_JGBL]GFJB@LJJOIR8
mgeeorojt domglusom gj prfdftgfjs
ljm dlrkotgja
bfddujgbltgfjs
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MGR]^GN_]GFJ B@LJJOIR8gjtordomglrgos
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RO^UGBO B@LJJOIR8blrry fut trljslbtgfjs wgt`
pftojtgli bustfdors
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BFDSO]G]GFJ
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DL^KO]GJA]LRK
OJUG^FJDOJ]
N^FLMOJUG^FJDOJ]
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DL^KO]GJA ]FMLW
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BFJR_DO^R ]FM
L W
L sunstljtgli gjbrolso gj nuygjapfwor
Aroltor vlrgoty fe affms ljmsorvgbos
Arolt moli fe gjefrdltgfj lvlgilnioAroltor olso gj gjtorlbtgja ljm
pilbgja frmors
Lngigty tf bfdplro jftos fj
prfmubts ljm sorvgbosLdpigegom vfgbo tf gjeiuojbo poor
ljm punigb fpgjgfj
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BFDSLJGOR ]FML W
Gjtorjot^osolrb`
Rpoom fe gjtorjli gjefrdltgfjRpoom fe oxtorjli gjefrdltgfj ’nuzz‗
Nottor tlraot dlrkotgjaMgeeorojtgltom affms
Gdprfvom purb`lsgja, robrugtgja,trlgjgja, ljm bfddujgbltgfjs
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DFNGIODL^KO]GJA
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DL ̂K O ] G J A
F ̂G O J ]L ] G F J R
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S^FM_B]
BFJBOS]Qo wgii nuy tft`fso w`f feeor
t`o dfstquligty,porefrdljbo, fr
gjjfvltgvoeolturos
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ROIIGJA BFJBOS]
Qo wgii jftnuy ojfua`
ujiosspus`om.
]ruo efr
ujsfua`taffms
Lisf
fvorblplbgty
]ruo efr
ujsfua`taffms
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DL^KO]GJA
BFJBOS]
dlko ljm soii tfsojso ljm rospfjm
Dfro oeeobtgvo t`ljbfdpotgtgfj
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^OLB]GUO
F^GOJ]L]GFJujmorstljmgja
ljm dootgja
bfjsudors‗oxprossomjooms.
rosolrb`gja frgdlagjgja iltojt
bfjsudors‗ jooms
t`rfua` l ’prfno-
ljm-iolrj— prfboss. ]F ]LI DL^KO ]
F^GOJ ]L ]GFJ
S^FLB]GUOF^GOJ]L]GFJ
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@FIGR]GB DL^KO]GJAmovoifpdojt,mosgaj, ljmgdpiodojtltgfj fedlrkotgjaprfarlds,prfbossos, ljm
lbtgvgtgos t`ltrobfajgzos t`onrolt` ljmgjtormopojmojbgosfe t`ogr oeefrts.
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^OIL]GFJR@GS DL^KO]GJAnugimgja dutuliiy
sltgseygja ifja-tord
roiltgfjs`gps wgt`koy plrtgos.
4 dlrkotgjajotwfrk
Bustfdor, Odpifyoos,B`ljjoi Slrtjors,Egjljbgli Bfddujgty
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GJ]OA^L]OM DL^KO]GJA
dlrkotgja lbtgvgtgos ljm lssodnioeuiiy gjtoarltom dlrkotgjaprfarlds tf brolto, bfddujgblto,ljm moigvor vliuo efr bfjsudors.
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GJ]O^JLI DL^KO]GJA
ojsurgja t`lt ovoryfjo gj t`ofraljgzltgfj odnrlbos lpprfprgltodlrkotgja prgjbgpios.
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D_R] ]LKO SILBO GJ > IOUOIR
dlrkotgja eujbtgfjs dust wfrktfaot`orojtgro fraljgzltgfj
-jft l
moplrtdojt sf dub` ls l bfdpljyfrgojtltgfj.
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Q`lt wfuim yfu mf ge yfu woro t`o US fedlrkotgja gj t`gs lgrigjo6 @fw wfuim gjtorjli
dlrkotgja no fe `oip6 R`fw spobgegb oxldpios
_ y, dl y
jla tox t!
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SO^EF^DLJBO DL^KO]GJA
roturjs tf t`o
nusgjoss erfddlrkotgja lbtgvgtgos
EgjljbgliLbbfujtlngigty
Rfbgli^ospfjsgngigtyDlrkotgja
ujmorstljmgja
nrflmorbfjborjs OIR
KO]GJA
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RFB G O ]L I DL ̂K O ] G
JA
BF JB O S ]
trlmgtgfjli moegjgtgfj (wljts &jooms, tlraot dlrkot,
sltgselbtgfj, bfdpotgtgfj)+
Srosorvos ljm oj`ljbos t`obustfdors ljm sfbgoty‗s ifja-
tord woii nogja
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