The document discusses important trends shaping the modern marketing environment including market fragmentation, consumer empowerment, and environmental concerns. New technologies like computers, cell phones, the internet, and software have transformed how marketing is done. Successful companies now must adapt to operating in a slow growth economy with discriminating consumers, aggressive competition, and market turbulence. They also must address rising environmental and social concerns to sustain long-term success.

1. MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
IMPORTANT TRENDS IN
MARKETING PRACTICES

2. IMPORTANT CHANGES IN THE MARKETING MACROENVIRONMENT
MARKET FRAGMENTATION
CONSUMER
EMPOWERMENT
ENVIRONMENTAL CONCERNS

3. “Remarkable technological advances in the above have the world a whole new place to market”
COMPUTERS
CELL PHONES
SOFTWARES
INTERNET

4. IMPORTANT SHIFTS IN THE MARKETING & BUSINESS PRACTICES
RE-ENGINEERING OUTSOURCING BENCHMARKING
CONSUMER PARTNERING
SUPPLIER PARTNERING
MERGING

5. “Marketers now have to operate in a slow growth
economic environment characterized by the
following”
DISCRIMINATING
CONSUMERS
AGGRESSIVE
COMPETITION
MARKET
TURBULENCE

6. “BUY-NOW-PAY-LATER” philosophy is now
penalized by consumers

7. “Consumers & Companies both have increased
their concerns about environmental & social
consequences of their activities”

8. “Recent failures of firms like Blockbuster, Barnes
& Noble, Kodak reflect their inability to adjust to
a dramatically different marketing environment”

9. “Companies like IBM and Intel have dynamically
changed their business models needed to sustain
in the longer run ”

10. “Product development, R&D, Sales force: these
elements must be catered to satisfy customer
needs & wants”

11. “Businesses will continue to use social media
more and traditional media less”

12. “ Given increasing consumer sensitivity & govt. regulation,
Smart Companies are creatively designing with keeping the
following in mind ”
CARBON FOOTPRINT
DISPOSABILITY
ENERGY EFFICIENCY
TOXICITY