Consider the broad shifts in marketing. Are there any themes that emerge to these shifts? Canthey be related to the major societal forces? Which force contributed to which shift?
The major themes that emerge in these broad shifts are technology, decentralization, andempowerment. As companies face increased global competition, they are beginning toincrease their attention to all aspects of marketing and are beginning to encompass marketingas a corporate goal and not just a departmental function.The major societal forces at work: two-income families, increased technology, fewer firms,increased consumer education, and empowerment are forcing companies and marketers toshift their thinking about marketing and rethink their best business practices.Global competition:1.
From marketing does the marketing to everyone does the marketing.2.
From organization by products units to organizing by customer segments.3.
From being local to being “glocal”—both global and local.4.
From making everything to buying more goods and services from outside.6.
From emphasizing tangible assets to emphasizing intangible assets increasingconsumer expectations.7.
From relying on old market positions to uncovering new ones.8.
From building brands through advertising to building brands through performance andintegrated communications.9.
From attracting customers through stores and salespeople to making productsavailable online.10.
From selling to everyone to trying to be the best firm serving a well-defined targetmarket.11.
From focusing on profitable transactions to focusing on customer lifetime value.12.
From focusing on the financial scorecard to focusing on the marketing scorecard.13.
From a focus on gaining market share to a focus on building customer share.14.
From focusing on shareholders to focusing on stakeholders.15.
Decreased availability of firms.16.
From using many suppliers to working with fewer suppliers in a “partnership.”