MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

IMPORTANT TRENDS IN

MARKETING PRACTICES

IMPORTANT CHANGES IN THE MARKETING MACROENVIRONMENT

MARKET FRAGMENTATION

CONSUMER

EMPOWERMENT

ENVIRONMENTAL CONCERNS

“Remarkable technological advances in the above have the world a whole new place to market”

COMPUTERSCELL PHONES

SOFTWARESINTERNET

IMPORTANT SHIFTS IN THE MARKETING & BUSINESS PRACTICES

RE-ENGINEERINGOUTSOURCING BENCHMARKING

CONSUMER PARTNERING

SUPPLIER PARTNERING

MERGING

“Marketers now have to operate in a slow growth

economic environment characterized by the

following”

DISCRIMINATING

CONSUMERS

AGGRESSIVE

COMPETITION

MARKET

TURBULENCE

“BUY-NOW-PAY-LATER” philosophy is now

penalized by consumers

“Consumers & Companies both have increased

their concerns about environmental & social

consequences of their activities”

“Recent failures of firms like Blockbuster, Barnes

& Noble, Kodak reflect their inability to adjust to

a dramatically different marketing environment”

“Companies like IBM and Intel have dynamically

changed their business models needed to sustain

in the longer run ”

“Product development, R&D, Sales force: these

elements must be catered to satisfy customer

needs & wants”

“Businesses will continue to use social media

more and traditional media less”

“ Given increasing consumer sensitivity & govt. regulation,

Smart Companies are creatively designing with keeping the

following in mind ”

CARBON FOOTPRINT

DISPOSABILITY

ENERGY EFFICIENCY

TOXICITY