In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
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In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
Internal Analysis: The Strategy Behind Toyota’s Global Dominance
The Dr. Claude Kershner Show
1 hour 4 minutes 11 seconds
6 months ago
Internal Analysis: The Strategy Behind Toyota’s Global Dominance
What makes a company like Toyota so consistently successful—despite global competition, technological disruption, and changing consumer demands?
In this masterclass, Dr. Claude Kershner IV explores the inner workings of strategy through the lens of internal analysis. Using the iconic Toyota case, this talk unpacks how companies identify and leverage distinctive competencies to build sustained competitive advantage. We walk through the VRIO framework, value chain analysis, and the foundational drivers of profitability—including efficiency, quality, innovation, and customer responsiveness.
Whether you're a business student, aspiring strategist, or organizational leader, this lecture will help you:
-Understand the strategic importance of internal analysis
-Apply the VRIO model to real-world examples
-Examine how Toyota’s operational philosophy creates value
-Translate theory into action for your own venture or team
🎯 This is not just about Toyota—it’s about how you can think, plan, and lead with clarity inside your own business model.
The Dr. Claude Kershner Show
In this session, Dr. Claude Kershner IV delivers a practical and powerful breakdown of small business marketing—focusing not on surface-level tactics, but on the real activities that help entrepreneurs make sales and drive transactions. This talk reframes marketing as anything that moves a customer closer to saying “yes,” and it gives small business owners a clear roadmap for understanding their customers, communicating value, and standing out in a crowded market. Dr. Kershner walks through how to identify your true target market using segmentation, how to position your business intentionally in the customer’s mind, and how to understand what you really sell through the four levels of a product. He also covers the full marketing mix—the 4 Ps of product, price, promotion, and place—and explains why these elements must reinforce one another to create a consistent and compelling offering.
The lesson dives into the psychology of how people buy, comparing the buyer’s journey with the entrepreneur’s selling process so you can guide customers from attention and interest all the way to action and loyalty. You’ll learn how the promotional mix works—including personal selling, advertising, publicity, and sales promotions—and how to apply each tool effectively at different stages of the decision-making process. Dr. Kershner uses relatable examples such as the Nintendo Wii’s positioning strategy, Calvin Klein designer jeans’ premium pricing model, Snap-On Tools’ customer insight, and Apple’s value-driven branding to illustrate how real companies build trust and differentiate themselves.
This video is ideal for small business owners, new entrepreneurs, students, and anyone preparing a marketing plan or business plan. It provides a clear, practical foundation for attracting customers, communicating value, and designing a marketing strategy that reliably drives real sales—not guesses and not luck. Dr. Kershner brings together teaching, consulting, and real-world experience to help you build ventures that serve others and create lasting value.
