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Defining Market For
The 21st Century
Rahee Hardaha
Major social forces have created new marketing Behaviors……
Today market place isn’t what it used to be 10 years ago.
Network Information Technology
Accurate level of production Targeted Communication Relevant pricing
Globalization
Deregulation
Government policies of
deregulation and liberalization
Heightened Competition
Industry Convergence
New opportunities at the intersection of two or more industry
Retail Transformation
reduction in the use of intermediaries between producers and consumers
Disintermediation
Consumer Buying Power
Compare product price and features and order online
Collects information in depth Can draw out the offerings they
want More price and quality sensitive
Societal forces created new set of Capabilities for marketers
Today market place isn’t what it used to be 10 years ago.
Fuller and Richer Information
Markets
Sales channels
Competitors
Customers
Feed information and updates
Creating buzz
Ads and coupons
Tapping into Social Media
Mobile Marketing
Location based Ad and offers
Individually Differentiated goods
Improved Recruiting and Training
Better Internal communication
Created by Rahee Hardaha,IIT Delhi, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com