the new marketing realities
TRANSCRIPT
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The New Marketing Realities
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We can say with some confidence that the marketplace isn’t what it used to be. It is dramatically different from what it was even 10 years ago
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Sammy Stephen’s viral videohelped his flea market receiveunprecedented attention.
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Major Societal Forces
•Network information technology
•Globalization
•Heightened competition
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Modern retailers increasinglyemphasize in-store experiences for their customers, as does Dick’s Sporting Goods.
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Companies are increasingly allowingcustomers to customize theirproducts, such as with personalizedmessages on the front labels ofHeinz ketchup bottles
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Qualities of a CMO Innate Qualities
• Risk taker
• Willingness to make decisions
• Problem-solving ability
• Change agent
• Results-oriented
Learned Qualities
• Global experience
• Multichannel expertise
• Cross-industry experience
• Digital focus
• Operational knowledge
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