MKTG 2030 Study Guide - Midterm Guide: Market Segmentation, Mass Marketing, Customer Satisfaction
16 Oct 2011
School
Department
Course
Professor
Document Summary
Companies that succeed over their competitors begin with a simple value proposition that is based on a deep understanding of their customers (their marketing strategy - the #1 factor that accounts for an organization"s success) Winning organizations execute their marketing strategy flawlessly. Marketing is a disciplined process to solve business problems. Implement the marketing strategy: segment and target markets, develop a marketing strategy, assess and innovate, provide a competitive advantage to the sales force, build a customer-focused business, make marketing accountable, be a change agent within the organization. Develop a deep understanding of customers: talk to your customers whenever and wherever you can, use data you already have, establish clear standards for research. Smart companies are not happy to merely understand customer needs: they create them. Marketing research techniques: secondary research: research that has already been conducted by someone else.
