Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Ethical Marketing in a
Consumer−Oriented World:
Appraisal and Challenges
Text © The McGraw−Hill
Companies, 2002646 Chapter 22
Exhibit 22-1 Some Important Changes and Trends Affecting Marketing Strategy Planning
Communication Technologies
The Internet and intranets
Satellite communications
HTML e-mail and instant messaging
Videoconferencing and Internet telephone
Cellular telephones
Role of Computerization
E-commerce, websites
Computers and PDAs
Spreadsheet analysis
Wireless networks
Scanners and bar codes for tracking
Multimedia integration
Marketing Research
Search engines
Growth of marketing information systems
Decision support systems
XML data exchange
Single source data (and scanner panels)
Data warehouses and data mining
Multimedia data and questionnaires
Customer relationship management (CRM) systems
Demographic Patterns
“Wired” households
Explosion in teen and ethnic submarkets
Aging of the baby boomers
Population growth slowdown in U.S.
Geographic shifts in population
Slower real income growth in U.S.
Business and Organizational Customers
Closer relationships and single sourcing
Just-in-time inventory systems/EDI
Web portals and Internet sourcing
Interactive bidding and proposal requests
Shift to NAICS
ISO 9000
E-commerce and supply chain management
Product Area
More attention to “really new” products
Faster new-product development
Computer-aided design (CAD)
R&D teams with market-driven focus
More attention to quality
More attention to service technologies
More attention to design, including packages
Category management
Channels and Logistics
Internet selling (wholesale and retail)
More vertical marketing systems
Clicks and bricks
Larger, more powerful retail chains
More attention to distribution service
Real-time inventory replenishment
Rapid response, JIT, and ECR
Automated warehousing and handling
Cross-docking at distribution centers
Logistics outsourcing
Cross-channel logistics coordination
Growth of mass-merchandisingSales Promotion
Database-directed promotion
Point-of-purchase promotion
Trade promotion becoming more sensible
Event sponsorships
Better support from agencies
Customer loyalty programs
Customer acquisition cost analysis
Personal Selling
Sales technology
Automated order-taking
Use of laptop computers
Major accounts specialization
More telemarketing and team selling
Use of e-mail, fax, and voice mail
Mass Selling
Interactive media (websites, etc.)
Integrated marketing communication
More targeted media
Pointcasting
Specialty publications
Specialty radio and TV (cable, satellite)
Point-of-purchase
Growth of interactive agencies
Consolidation of global agencies
Consolidation of media companies
Changing agency compensation
Direct-response advertising
Shrinking media budgets
Pricing
Electronic bid pricing and auctions
Value pricing
Overuse of sales and deals
Bigger differences in functional discounts
More attention to exchange rate effects
Lower markups on higher stockturn items
Spreadsheets for marginal analysis
International Marketing
Struggles of post-communist economies
More international market development
Global competitors—at home and abroad
Global communication over Internet
New trade rules (NAFTA, WTO, EU, etc.)
More attention to exporting by small firms
International expansion by retailers
Impact of “pop” culture on traditional cultures
Tensions between “have” and “have-not” cultures
Growing role of airfreight
General
Explicit mission statements
SWOT analysis
Collapse of many dot-com startups
Benchmarking and total quality management
More attention to positioning and differentiation
Less regulation of business
Increased use of alliances
Shift away from diversification
More attention to profitability, not just sales
Greater attention to superior value
Addressing environmental concerns