REQUIRED:As the marketing manager of Darwin Ghana Limited, explain to senior management the efforts you are making to take advantage of the developments in the marketing landscape in contemporary times with reference to the case study.
The management of Darwin Ghana Limited has observed that every day, dramatic developments are occurring in the marketplace. The marketing department therefore embarked on an integrated approach to take advantage of the developments within the marketplace. They implemented the use of digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices. Marketers at Darwin Limited used mobile channels to stimulate immediate buying, make shopping easier, and enriched the brand experience of their customers. The Great Economic Recession from 2008 to 2009 undermined consumer confidence. During the post-recession era, consumers have become more frugal. As a result, new consumer spending values emphasize simpler living. Marketers at Darwin Company Limited are therefore focusing on practicality and durability in their product offerings and marketing pitches. Managers at Darwin Company Limited are increasingly taking a global, not just local, view of the company’s industry, competitors, and opportunities. Also, marketers at Darwin Company Limited are re-examining their relationships with social values and responsibilities. The marketers of Darwin Company Limited are therefore seeking ways to profit by serving the immediate needs and the best long-run interests of their customers and communities. REQUIRED:As the marketing manager of Darwin Ghana Limited, explain to senior management the efforts you are making to take advantage of the developments in the marketing landscape in contemporary times with reference to the case study.
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