The New Marketing Realities

MajorSocietal

Forces

Network Information Technology

Globalization

DeregulationIt is the process of removing or reducing state

regulations.

Heightened Competition

Industry ConvergenceInteraction of two or more industries

Retail TransformationOrganized retailing

Disintermediationcreated by the boom of e commerce in delivering

products and services

Consumer buying power

Consumer Information

Consumer participationdesigning, marketing, workshops

Consumer resistanceless brand loyal, more price and quality sensitive

NewCompanyCapabilities

Marketers can use the Internet as a powerful information and sales channel

Marketers can collect fuller and richer information about markets, customers,

prospects and competitors

Marketers can tap into social media to amplify their brand message

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 company permission to send them

Marketers can reach consumers on the move with mobile marketing

Companies can make and sell individually differentiated goods(acc. to our preference)

Companies can improve purchasing, recruiting, training, and internal and external

communications

Companies can facilitate and speed up internal communication among their employees by using

internet as a private intranet

Companies can improve their cost efficiency by skillful use of internet

Presentation by

YASH SHARMA(IIT BHU)

(during a summer intern under Prof. Sameer Mathur

IIM Lucknow)

RECAP

1) Major Societal Forces

2) New Company Capabilities