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| *Ostroff, Fair and Company>>>Marketing & Sales |
Wt are the Marketing Challenges into the Next Century ? .......? |
be in detail i need to make a presentation for audit in my company ...i want wt u have in mind as knowledge to add up more score in my presentation ..thx Marketing Challenges into the Next Century 鈥he major marketing challenges can be summed up in a single theme: connectedness. 鈥ow more than ever, we are connected to one another. Technologies for Connecting 鈥he major force behind the new connectedness is technology. 鈥he boom in computer, telecommunications, and information technology, as well as the merging of these technologies, has had a major impact on the way businesses bring value to their customers. 鈥sing today鈥檚 powerful computers, marketers create detailed databases and use them to target individual customers with offers designed to meet their specific needs and buying patterns. 鈥ell phones, fax machines, and CD-ROM to interactive TV are just a few of the tools being used to make connections. 鈥lectronic commerce allows consumers to shop and buy without ever leaving home. 鈥he Information Superhighway (and its backbone鈥攖he Internet) will link customers to companies in ways that were unimagined only a few years ago. Connections with Customers 鈥oday, most marketers are realizing that they don鈥檛 want to connect with just any customers. Instead, most are targeting fewer, potentially more profitable customers. 鈥arketers have responded by moving to more segmented marketing where they target carefully chosen individual buyers. 鈥ne-to-one marketing has become the order of the day. Connect for a customer鈥檚 lifetime. Rather than always looking for new customers, the focus has now shifted to keeping current customers and building lasting relationships based on superior satisfaction and value. Direct marketing is redefining the buyer鈥檚 role in connecting with sellers. 鈥ome companies allow buyers to design their own products online. Connections with Marketing鈥檚 Partners Strategic alliances - companies need strategic partners. 鈥ompanies need to give careful thought to finding partners who might complement their strengths and offset their weaknesses. Connections with the World around Us 鈥lobal connections鈥攇eographical and cultural differences and distances shrunk dramatically in the last decade. 鈥oday, almost every company, large or small, is touched in some way by global competition. 鈥merican firms are challenged by international competitors in their once safe domestic market. 鈥ompanies are not only exporting, but buying more components and supplies from abroad. 鈥he secret for business success in the next century will be to build good global networks. 鈥onnections with our values and social responsibilities鈥攁s the worldwide consumerism and environmentalism movements mature, today鈥檚 marketers are being called upon to take greater responsibility for the social and environmental impact of their actions. 鈥he social responsibility and environmental movements will place even stricter demands on companies in the future. Those that resist will forced into compliance by legislation or consumer networks. 鈥ven government agencies have shown an increased interest in marketing all over the world. Strategic Planning: Many companies operate without formal plans. However, formal planning can provide many benefits: a.It encourages management to think ahead systematically. b.It forces managers to clarify objectives and policies. c.It leads to better coordination of company efforts. d.It provides clearer performance standards for control. e.It is useful for a fast-changing environment since sound planning helps the companies anticipate and respond quickly to environmental changes and sudden developments. |
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