Principles of Marketing II — Markets, Offerings, and Pricing

The second of three courses adapted from OpenStax Principles of Marketing, linking consumer and organizational buying behavior to segmentation, positioning, product and service design, innovation, and defensible pricing decisions.

3 sections · 8 lessons

Course outline

How Markets Choose

  1. Consumers Solve Different Problems
  2. Context Shapes Consumer Choice
  3. Organizations Buy as Systems

Choose and Position

  1. Segments Are Testable Patterns
  2. Targeting Requires Tradeoffs

Design and Price

  1. Offerings Bundle Value
  2. Innovation Is a Managed Portfolio
  3. Price Balances Five Forces
  4. Launch the Refill Membership

Start learning with Wondering