MKT 310 Lecture Notes - Lecture 1: Marketing Plan, Guerrilla Marketing, Customer Engagement
31 Oct 2017
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Document Summary
As the global marketplace continues to evolve in dramatic and sometimes surprising directions, businesses and nonprofits are picking up the pace of their marketing planning to explore practical, creative possibilities for success in this dynamic environment. Given the intense competition for customers" attention, businesses and products must plan carefully to engage customers, demonstrate the value they provide, gain customers" trust and win long-term loyalty. Good is not good enough customers have better information, more choices, higher expectations, better market access, and more purchasing power than at any time in the past. Increasingly, customers are getting involved in marketing by suggesting products or creating brand-related materials that are meaningful to them. Another major trend affecting marketing is the public"s demand for transparency, insisting that organizations be open and honest about their decisions and actions, including pricing, sponsorship, and other aspects of marketing.
