Entrepreneurship | IIT Madras - #67 Marketing Strategy | Entrepreneurship

Welcome to 'Entrepreneurship' course ! This lecture focuses on the importance of marketing strategy for startups, particularly in the context of commercialization and disruption. It discusses the need for a comprehensive understanding of the target market, customer segmentation, and product positioning. The lecture explores key marketing concepts, such as: The product lifecycle, emphasizing the need for a strategic approach to managing products through different stages of their lifecycle. Price elasticity, distinguishing between products with high and low price sensitivity and the implications for pricing strategies. Entry deterrent pricing, a strategy proposed by Professor Michael Porter, which involves setting prices at a level that discourages new entrants into the market. NPTEL Courses permit certifications that can be used for Course Credits in Indian Universities as per the UGC and AICTE notifications. To understand various certification options for this course, please visit https://nptel.ac.in/courses/110106141 #marketingstrategy #productlifecycle #priceelasticity #entrydeterrentprice