Jean-Claude Larréché and Marketing Momentum

The video discusses how marketing costs become a smaller percentage of revenue as sales increase. It introduces the concept of momentum in marketing, where some products naturally gain traction due to their fit with customer needs. The video differentiates between downstream and upstream marketing, emphasizing the importance of understanding customer needs to create products that generate their own momentum. It highlights Jean Claude Lariche's momentum strategy, which includes design and execution cycles, and compares it to agile business strategies.

Why might a company spend a smaller percentage of its revenue on marketing as sales increase?

• Because the company becomes less interested in marketing

• Because marketing costs decrease over time

• Because the total revenue increases, making the marketing spend a smaller percentage

• Because the company stops marketing altogether

What is the primary focus of upstream marketing?

• Creating purchasing intent

• Understanding customer needs to refine products

• Reducing marketing costs

• Increasing brand visibility

Which marketing strategy involves promoting products to create purchasing intent?

• Content marketing

• Momentum marketing

• Downstream marketing

• Upstream marketing

What are the twin engines of marketing momentum according to Jean Claude Laiche?

• Customer Service and Engagement

• Innovation and Strategy

• Sales and Marketing

• Design and Execution

How does Jean Claude Laiche's momentum strategy relate to modern business practices?

• It focuses solely on traditional marketing methods

• It discourages any form of marketing

• It emphasizes a static approach to product development

• It aligns with agile development and continuous improvement