Read the article “Marketing is Everything”
FORMAT
– 2 page MIINIMUM
– SINGLE SPACED
– 10 PT FONT
– block format
– APA bibliographic citation of the work as the title
– use bold subheadings below to segment the reflection
CONTENT
– Thesis : identify the central lesson the author is trying to reach
– Central Pillars: define and discuss at least 3 major learning outcomes
–Discussion: reflect on the books impact on the future manager
Requirements: 2 pages single space 10 pt font
Answer preview
The author uses two fundamentals, knowledge-based and experience-based approaches to marketing, to explain the strength of a successful marketing company. These two marketing aspects serve as alternatives to old techniques, which were unresponsive and slow and could not keep up with the rapidly changing marketplace to meet customers’ wishes and demands. Knowledge-based marketing is an approach that requires a company to accumulate solid knowledge of the technology, its customers, its industry, and new technology that impact its competitive environment (McKenna, 1991). The company gains a competitive advantage over other market participants with broader knowledge. Further, the company uses the knowledge to identify loopholes in the market and take advantage of them. The company can also provide its customers with products tailored to not only meet the needs of the customers but also the customers’ strategies.
Experience-based marketing puts more emphasis on three marketing concepts: creativity, interactivity, and connectivity. McKenna stresses that companies that use this approach develop close relationships with their customers by spending time with them hence gaining the information necessary to improve customer satisfaction. The experience-based approach also
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