Rolando Arellano is an Entrepreneur, Professor, Author of 25+ Books and one of the Most Recognized Marketing Experts in Latin America. As founder of Arellano Consultoría, he has helped many of the largest companies in Latin America solve their business problems based on his expertise in Marketing. He is the author of books published in Peru, Mexico, Canada, the United States and Spain, and of more than 400 articles in various academic and professional journals. His work on lifestyles and consumers in marginal areas of Latin American cities and provinces has allowed the development of new services and products aimed at integrating millions of people into the formal economy. He holds a Ph.D. in Quantitative Marketing from the University of Grenoble, France. He is also a Psychologist from the Pontifical Catholic University of Peru, PUCP, and a Master in Administration from the Graduate School of Business Administration, ESAN, in Peru. Among other positions held, Rolando has been a Senior Professor of Marketing at Laval University in Quebec, where he also held the position of Director of the International Business Program and Director of the Marketing Department. ------- Topics discussed in this chapter: 00:00 What is Marketing? 5:00 Start of the marketing process 8:45 What you want vs. what the market wants 13:28 How to validate a product correctly? 16:55 Lessons about product 23:15 To what extent should you listen to the market? 29:24 Lessons about place 33:45 Lessons about price 48:21 Does a good name or logo influence? 54:25 Promotion lessons 1:00:27 Do offers work? 1:07:06 Public relations 1:09:51 Marketing a person vs. a company 1:11:18 Marketing myths 1:13:51 Differences between Latin Americans 1:18:13 How did you get started in marketing? 1:24:48 When did you decide to start your own business? 1:31:41 Writer stage 1:36:34 How to sell your own knowledge 1:38:55 AlaCena Mayonnaise Case 1:46:20 What would you have liked to know at the beginning? 1:48:43 What could change in the future? 1:51:36 Quick question round 1:55:53 Closing ------- The all-in-one membership to quickly scale your business: https://www.escalable.com Scalable provides the systems and support that small and medium-sized businesses need to scale their sales and grow their brands. Apply at: https://www.escalable.com ------- Comprehensive Digital Agency: ???? We help businesses scale through a comprehensive Digital Marketing service. We seek to be your growth team ready to start. ???? We have had the opportunity to work with incredible companies such as Interbank, Roche Pharma, Claro, Kawasaki, Taco Bell, The North Face, Cencosud, Inteligo, Baker McKenzie, BCP, Berlitz, Unicon, Sentinel, Hotel B, Selina, Mambo, MCK Hospitality and many more. Visit https://www.eradigital.la to schedule a free consulting video call ------- This chapter is sponsored by: Proper: ⁠https://proper.com.pe⁠ Proper seeks to solve all the problems of investing in real estate. Its main objective is for you to invest in real estate in a SIMPLE way, to learn more about the opportunities and returns of these investments. Proper has a series of free virtual workshops that you can access on its website ⁠https://proper.com.pe⁠ . Win Empresas: ⁠https://winempresas.pe⁠ Get the best fiber optic internet for your company with Win Empresas. Today they serve more than 7,000 clients in the main economic sectors of the country such as Banking and Finance, Industry and Commerce, Government and Education. Get in touch with Win Empresas by visiting ⁠https://winempresas.pe⁠ . Odoo: ⁠https://www.odoo.com⁠ Manage your entire business with Odoo applications: Web and E-commerce Management, Sales, Marketing, Finance and Accounting, Human Resources, Project Management and Communications, Point of Sale Management, Point of Sale Management, and Customer Service. Schedule a free demo at ⁠https://www.odoo.com⁠ . Cálidda: ⁠https://www.calidda.com.pe⁠ If you own or manage a business in the transportation, construction, hospitality, restaurant, supermarket, education, or healthcare industries and you are not yet using Gas Natural, Cálidda would like to invite you to write to ⁠[email protected]⁠ for more information. ------- This chapter was recorded at https://www.comunal.co, a company that offers workspaces in Peru and Mexico. They are giving a 45% discount for Era Digital followers. Enter: https://coworking.comunal.co/oficinas... Use the discount code EraDigital45 in the registration form ------- Era Digital Channels Spotify: https://spoti.fi/3F9GkUi Apple Podcasts: https://apple.co/3PQ3qV6 Intragram: https://bit.ly/3rKXjt9 Tiktok: https://bit.ly/46mvjel LinkedIn: https://bit.ly/3RS5LS8