HOW HAS MARKETING MANAGEMENT CHANGED IN RECENT YEARS?
Aug 14, 2015
THE NEW MARKETING REALITIES
We can say with some confidence that MARKET PLACE isn’t what it used to be. It is dramatically different from what it was
even 10 years ago.
MAJOR SOCIETAL FORCESToday societal forces have created new marketing behaviours, opportunities, &
challenges.
NETWORK INFORMATION TECHNOLOGY
Accurate level of productions.
More targeted communications.
More relevant purchasing.
GLOBALISATION
Easier for companies to market in.
Easier for consumers to buy from.
Almost any country could try to venture.
Helps local Entrepreneurial retailer improve
their product range.
Helps retailer develop service
quality.
RETAIL TRANSFORMATION
DISINTERMEDIATION
May decrease the cost of servicing customers.
Increase profit margins if total costs are actually
decreased by eliminating distributors
or resellers.
CUSTOMER BUYING POWER
Consumer can compare prices,
features .
Consumers can aggregate
their purchases &
achieve deeper volume
discounts.
CONSUMER INFORMATION
Consumer can collect information about practically anything.
They can access online from anywhere in the world.
CONSUMER PARTICIPATION
Consumer influence peer & public opinion.
Companies invite them to participate in
market offerings to heighten their sense of connection.
CONSUMER RESISTANCE
Many consumer feels that there are fewer real product differences.
They become more price & quality sensitive. They become less tolerant about undesired
marketing.