Transcript
The New Marketing Realities
MajorSocietal
Forces
Network Information Technology
Globalization
DeregulationIt is the process of removing or reducing state
regulations.
Heightened Competition
Industry ConvergenceInteraction of two or more industries
Retail TransformationOrganized retailing
Disintermediationcreated by the boom of e commerce in delivering
products and services
Consumer buying power
Consumer Information
Consumer participationdesigning, marketing, workshops
Consumer resistanceless brand loyal, more price and quality sensitive
NewCompanyCapabilities
Marketers can use the Internet as a powerful information and sales channel
Marketers can collect fuller and richer information about markets, customers,
prospects and competitors
Marketers can tap into social media to amplify their brand message
Marketers can facilitate and speed external communication among customers
Marketers can send ads, coupons, samples, and information to customers who have requested
them or given company permission to send them
Marketers can reach consumers on the move with mobile marketing
Companies can make and sell individually differentiated goods(acc. to our preference)
Companies can improve purchasing, recruiting, training, and internal and external
communications
Companies can facilitate and speed up internal communication among their employees by using
internet as a private intranet
Companies can improve their cost efficiency by skillful use of internet
Presentation by
YASH SHARMA(IIT BHU)
(during a summer intern under Prof. Sameer Mathur
IIM Lucknow)
RECAP
1) Major Societal Forces
2) New Company Capabilities
top related