When it comes to today’s information age—where the core is information technology— the job of
marketing is no longer that simple. Consumers are well informed and can compare several value
offerings of similar products. The product value is defined by the consumer. It is a must for
marketers to identify unfulfilled needs and wants and convert them into profitable opportunities.
This is Marketing 2.0 or the customer-centric era. Marketing continues to have a bad name in
many circles because many marketers are simply after profit and carry on tricks in pricing, bait
and switching, packaging, and false claims without really putting an effort to focus on the
customers.