The focus of your discussion is to be on at least three (3) of the key marketing concepts that are covered in this chapter.
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Video Case Assignment Marketing is a critical part of any business. That is because if done in the right way, marketing converts and returns the investment quite quickly. Various marketing concepts that stood out for me in the Carmex video. The first is market research. Marketing is all about focusing on the target customer needs/wants to deliver better value than competitors (Kerin and Hartley, 2018). However, to get marketing right, the company need to do a SWOT analysis that evaluates the company’s strength, weaknesses, opportunities and threats. With that, the company can get a sense of its position in the market and what it needs to address. Secondly, customer engagement was a marketing concept that companies should look to employ. A strong customer engagement ensures that the company can retain its customers. Further, the advent of the internet and, in particular, social media in the recent past, companies have been able to improve on their relationships with their customers as it allows them to give feedback and reviews (Sashi, 2012). Lastly, branding is also important in marketing. That is because it helps in creating brand loyalty in customers, which is a good thing for the business as customers will be consistently purchasing a particular brand when they need a product in that product category. References Sashi, C. M. (2012). Customer engagement, buyer?seller relationships, and social media. Management decision. Kerin, R. A., & Hartley, S. W. (2018). Marketing: The Core 7e. New York, NY: McGraw-Hill
