what are the new marketing realities
TRANSCRIPT
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The New Marketing Realities
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MajorSocietal
Forces
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Network Information Technology
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Globalization
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DeregulationIt is the process of removing or reducing state
regulations.
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Heightened Competition
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Industry ConvergenceInteraction of two or more industries
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Retail TransformationOrganized retailing
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Disintermediationcreated by the boom of e commerce in delivering
products and services
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Consumer buying power
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Consumer Information
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Consumer participationdesigning, marketing, workshops
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Consumer resistanceless brand loyal, more price and quality sensitive
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NewCompanyCapabilities
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Marketers can use the Internet as a powerful information and sales channel
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Marketers can collect fuller and richer information about markets, customers,
prospects and competitors
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Marketers can tap into social media to amplify their brand message
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Marketers can facilitate and speed external communication among customers
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Marketers can send ads, coupons, samples, and information to customers who have requested
them or given company permission to send them
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Marketers can reach consumers on the move with mobile marketing
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Companies can make and sell individually differentiated goods(acc. to our preference)
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Companies can improve purchasing, recruiting, training, and internal and external
communications
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Companies can facilitate and speed up internal communication among their employees by using
internet as a private intranet
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Companies can improve their cost efficiency by skillful use of internet
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Presentation by
YASH SHARMA(IIT BHU)
(during a summer intern under Prof. Sameer Mathur
IIM Lucknow)
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RECAP
1) Major Societal Forces
2) New Company Capabilities