lesson 1 - what the fck is marketing

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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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DL^KO]GJADLJLAODOJ] ]LRK

Movoifp dlrkot strltoagos ljm piljsBlpturo dlrkotgja gjsga`tsBfjjobt wgt` bustfdorsNugimgja strfja nrljmsR`lpo dlrkot feeorgjasMoigvor vliuoBfddujgblto UliuoBrolto ifja-tord arfwt`

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Rf lro yfujfw

gjtorostomtf kjfw

dfro lnfutDlrkotgja6