The marketing world is becoming more and more focused on directly connecting with consumers and making the marketing experience more personal. Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign creating value for customers in order to capture value from customers in return. Today’s marketers must be good at creating customer value and managing customer relationships. Outstanding marketing companies understand the marketplace and customer needs, design value-creating marketing strategies, develop integrated marketing programs that deliver customer value and delight, and build strong customer relationships. In return, they capture value from customers in the form of sales, profits, and customer loyalty.
LO 1: Explain the role of marketing and how it interrelates with other functional units of an organisation.
LO 2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
LO3: Use contemporary examples to demonstrate both the positive and negative influence/impact the macro environment has on business operations