MKTG 2030 Lecture Notes - Lecture 4: Marketing Plan, Customer Satisfaction, Swot Analysis
Document Summary
The key role a marketing plan plays in determining the success of any business. The business environment facing businesses has become more, not less, complex and competitive due to many forces conspiring to create the perfect storm. Goods and services are becoming increasingly commoditized as firms introduce similar new products every year. It is becoming increasingly difficult for a business to sustain a position of competitive differentiation. Customers are more price-sensitive as they cannot perceive the differences between competing. There is an explosion of media and channels facing a business, increasing the complexity of goods and services. serving customers. Negative consequences of not developing a marketing plan. Without a marketing plan, a business tends to shuffle along without a clear point of view of what"s next. A marketing plan provides focus and discipline to a business. Without a marketing plan, a business has a tendency to drift from one attractive opportunity to another.
