Using tools like social media, mobile apps, and e-commerce to engage consumers everywhere.
Focus on knowing the needs of target markets and delivering satisfaction better than competitors.
Focus on delivering value in a way that maintains or improves both the consumer's and society’s well-being (sustainability). 5. The Changing Marketing Landscape
To understand the marketplace, marketers must grasp five core concepts:
Delivering superior value through the 4 Ps (Product, Price, Place, Promotion).
Selling and advertising are only the tip of the marketing iceberg. The goal is to make selling unnecessary by understanding the customer so well that the product fits them perfectly. 2. The Five-Step Marketing Process
Creating customer delight.
Needs are basic (food), wants are shaped by culture (a Big Mac), and demands are wants backed by buying power.
