Marketing
- Details
- Written by Brent A Duncan, PhD
![Two customers who bought the same car: One is loyal and satisfied due to exceptional service and communication. The other is dissatisfied due to unmet expectations. Understanding customer experiences through market research helps brands enhance loyalty and satisfaction, and convert dissatisfied customers into brand advocates. [Image: Copilot]](/images/Images/satisfacton-dissatisfaction250.png "Two customers who bought the same car: One is loyal and satisfied due to exceptional service and communication. The other is dissatisfied due to unmet expectations. Understanding customer experiences through market research helps brands enhance loyalty and satisfaction, and convert dissatisfied customers into brand advocates. [Image: Copilot]")
Summary. Two customers buy the same product. One becomes a loyal advocate while the other becomes a detractor. The difference is the experience. This article examines how customer satisfaction, service quality, brand loyalty, research methods, and feedback systems shape real outcomes after the sale. It highlights practical tools such as the Net Promoter Score while cautioning against over-reliance on any single metric. When organizations treat customer experience as an ongoing research priority rather than a one-time campaign, they are better positioned to protect loyalty, improve service, and convert more customers into advocates.
- Details
- Written by Brent A Duncan, PhD
![Profitable loyalty—not customer retention at any cost—is the foundation of sustainable growth. [Image: Copilot]](/images/Images/Profitable-customers250.jpg "Profitable loyalty—not customer retention at any cost—is the foundation of sustainable growth. [Image: Copilot]")
Summary. Not every customer is worth keeping. While strong service recovery builds loyalty, some customers cost more to serve than they generate in revenue, strain operations, and harm relationships with mutually profitable customers. Drawing from a banking institution case study, this article explains when it makes strategic sense to “fire” unprofitable customers. By shifting free checking to a fee-based model tied to minimum balances or profitable relationships, the organization reduced losses, freed staff resources, and strengthened service for its most valuable members. The key lesson: marketing should focus on profitable loyalty rather than retaining every customer at all costs.
- Details
- Written by Brent A Duncan, PhD
![When “the customer is always right” becomes a strategy instead of a principle, everyone else pays the price. [Image: Grok (xAI)]](/images/Images/customer-right-myth250b.jpg "When “the customer is always right” becomes a strategy instead of a principle, everyone else pays the price. [Image: Grok (xAI)]")
Summary: When the customer is always right becomes a costly myth, professional complainers and return scammers exploit generous service recovery policies for free products and refunds. Drawing from real advertising-agency experience and today’s Amazon return abuse, this article examines the line between legitimate complaints and deliberate fraud, the hidden costs to honest customers and seller margins, and practical ways marketers can design fair recovery policies that protect loyal buyers without enabling serial abusers. Learn why companies must sometimes say no—and how smart policy design preserves both trust and profitability.
- Details
- Written by Brent A Duncan, PhD
Learn the essential steps to build a B2G marketing plan that wins government contracts—strategy, compliance, segmentation, and success
Want to win government contracts? Start with a strategic Business-to-Government (B2G) marketing plan that positions your organization for success. In a competitive, compliance-driven environment, a strong plan provides structure and clarity. It defines organizational goals, identifies priority government segments, positions your offering for compliance and value, selects appropriate channels, and establishes measurable objectives.
- Details
- Written by Brent A Duncan, PhD
MBA students interested in Business-to-Government (B2G) applications often find that traditional programs emphasize Fortune-100 case studies and consumer marketing, leaving a gap for those who want to explore public sector challenges. With contributions from Grok (xAI) and Copilot, this bibliography brings together key sources for customizing your MBA curriculum and building projects in marketing, strategy, operations, and business with a B2G focus. The references below offer authoritative insights and practical frameworks to help you create credible, research-driven work that stands out academically and professionally. To enhance learning and strengthen credibility, support your work by integrating and synthesizing research from multiple sources for triangulation.
- Details
- Written by Brent A Duncan, PhD
![B2G exchange: Business uses SWOT, PESTLE, Porter's, STP, and 4Ps to offer products/services; government evaluates via procurement, criteria, review, budget, and awards contract for payment. [Image: Grok (xAI)]](/images/Images/b2g-exchangeJPG250.jpg "B2G exchange: Business uses SWOT, PESTLE, Porter's, STP, and 4Ps to offer products/services; government evaluates via procurement, criteria, review, budget, and awards contract for payment. [Image: Grok (xAI)]")
Summary: Selecting a Business-to-Government (B2G) product or service for your MBA marketing plan presents unique challenges while opening the door to differentiation as someone who can operate in a dynamic world where marketing decisions shape national priorities and drive economic impact. This comprehensive guide to Business-to-Government (B2G) marketing planning covers unique challenges, strategic frameworks, and best practices for MBA students and professionals. Learn how to apply segmentation, targeting, positioning (STP), the 4Ps, SWOT, Porter’s Five Forces, and PESTLE analysis to government markets. Discover authoritative sources, industry news, and academic research for credible insights. The document also provides actionable recommendations for digital strategies, compliance, and stakeholder engagement, positioning you for success in government contracting, consulting, or public sector marketing careers.
Keywords: Business-to-Government marketing, B2G marketing, government contracting, public sector marketing, MBA marketing plan, segmentation targeting positioning, STP framework, 4Ps marketing mix, SWOT analysis, Porter’s Five Forces, PESTLE analysis, government procurement, compliance strategies, stakeholder engagement, digital marketing, federal contracts, industry news, academic research, marketing frameworks, government sales, public procurement, strategic marketing, marketing best practices, government agencies, marketing careers, consulting, defense industry, infrastructure projects, cybersecurity solutions.