changes in marketing management

1. HOW HAS MARKETING
MANAGEMENT CHANGED IN
RECENT YEARS?

2. MAJOR SOCIETAL FORCES
 NETWORK INFORMATION TECHNOLOGY
 GLOBALIZATION
 DEREGULATION
 HEIGHTENED COMPETITION
 INDUSTRY CONVERGENCE
 RETAIL TRANSFORMATION
 DISINTERMEDIATION
 CONSUMER INFORMATION
 CONSUMER PARTICIPATION
 CONSUMER RESISTANCE

3. NEW CAPABILITIES
MARKETERS CAN USE THE INTERNET AS A
POWERFUL INFORMATION AND SALES CHANNEL.
MARKETERS CAN COLLECT FULLER AND RICHER
INFORMATION ABOUT MARKETS, COSTUMERS,
PROSPECTS AND COMPETITORS
MARKETERS CAN TAP INTO SOCIAL MEDIA TO
AMPLIFY THEIR BRAND MESSAGE.

4. 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 THE COMPANY THE
PERMISSION TO DO SO.
MARKETERS CAN REACH CONSUMERS ON THE MOVE
WITH MOBILE MARKETING.

5. COMPANIES CAN MAKE AND SELL INDIVIDUALLY
DIFFERENTIATED GOODS.
COMPANIES CAN IMPROVE PURCHASING,
RECRUITING, TRAINING AND INTERNAL EXTERNAL
COMMUNICATION.
COMPANIES CAN FACILITATE AND SPEED UP
INTERNAL COMMUNICATION AMONG THEIR
EMPLOYEES BY USING THE INTERNET AS A PRIVATE
INTERNET.

6. CHANGING ORIENTATION OF COMPANIES
TOWARDS THE MARKETPLACE
THE PRODUCT CONCEPT
THE PRODUCTION CONCEPT
THE SELLING CONCEPT
THE MARKETING CONCEPT