The document discusses the emergence of new marketing realities driven by globalization, commoditization, digitization, and individualization. Globalization enhances business access to labor and markets, while commoditization increases the need for differentiation through marketing. Digitization creates new content channels and individualization shifts marketing focus from mass to niche segments.

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 Identify me as a card carrying member of the
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 Give me space to use gratuitous
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into our “official” PowerPoint
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12. Context and Background:
A New Marketing Model
 There are 4 key drivers in the POLITICAL, ECONOMIC, TECHNOLOGICAL AND SOCIAL arenas that are
driving the emergence of 3 Customer based New Realities:
 GLOBALIZATION – Epitomized by the fall of the communist regime, the liberalization of trade, and
the opening of China, globalization gives businesses unprecedented access to the labor, markets
and capital that drive growth and innovation. And more innovation means greater demands on
messaging and communications.
 COMMODITIZATION - In turn, businesses are seeking to Grow and Innovate to counter
commoditization or the perceived threat of commoditization. This brings a constant stream of new
products and services to the market place, each seeking to be differentiated from one another to
succeed. This in turn increases the demand for marketing communications for those products and
services.
 DIGITIZATION has enabled the creation of new content channels: the availability, delivery and
retrieval of information, at price points previously unaffordable. People can now access what they
want, any time, any way. This has spawned massive growth in content – whether desirable or
undesirable, to the point where it is affecting the way people synthesize and process information.
On an economic level, this is allowing markets to become more efficient. On a personal level, the
world – in information terms – is becoming noisier.
 INDIVDUALIZATION – In this age of global markets, economic growth and the proliferation of
technology, society, particularly western societies, have changed. While the basic needs of the
individual – survival, security, relationship, etc. have not fundamentally changed - - the way we are
living and coping with the world has. Society is moving from stratification to individualization, with
marketing splintering from mass marketing and broad segmentation to niche segmentation and
micro markets.
3/18/2012 12
Widget Company is not real. If it were, all material contained herein would be proprietary and confidential to the Widget Company. Distribution without express written consent will be tolerated.

14. Globalization gives businesses
Globalization has fostered a counter
unprecedented access to markets,
Commoditization of product and
creates price transparency, and“I”.
reaction … A greater sense of
services places an increasing
Digital technology has affordably and
drives growth and innovation … all a
Marketing has splintered from mass
premium on turning marketing into
radically changed the segmentation to
marketing and broad availability,
leading to keener competition and the
true competitive advantage
need for and retrieval niche
delivery better messaging
micro marketing and of information
segmentation