© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 15: The Future of Marketing Michael R. Czinkota and Masaaki Kotabe.

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Presentation transcript:

© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 15: The Future of Marketing Michael R. Czinkota and Masaaki Kotabe

© 2000 South-Western College Publishing Slide #2 Chapter Outline l Marketing Environment l Technological Environment l Financial Environment l Regulatory Environment l Societal Environment l Competitive Environment l Effect on Marketing Mix l Product Policy l Pricing Policy l Distribution Strategy l Communications Strategy

© 2000 South-Western College Publishing Slide #3 Marketing Environment Technological environment Financial environment Regulatory environment Societal environment Competitive environment

© 2000 South-Western College Publishing Slide #4 Technological Environment l “Global” village l Increase of PC on households l Internet

© 2000 South-Western College Publishing Slide #5 Financial Environment l Globalization l Private-sector cash flows l Exchange rate fluctuations

© 2000 South-Western College Publishing Slide #6 Regulatory Environment l Protectionist measures decreasing l GATT / WTO l Partnerships between government & business

© 2000 South-Western College Publishing Slide #7 Societal Environment l Population l Reprioritization of values l Ethnic groups l Physical environment & ethics l Communications

© 2000 South-Western College Publishing Slide #8 Competitive Environment l Mergers & acquisitions l “Lean & mean” l Strategic alliances l Network-based consortium l Partnerships

© 2000 South-Western College Publishing Slide #9 Effects on Marketing Management Product Policy l Packaging & environment l Speed to the market l Product development

© 2000 South-Western College Publishing Slide #10 Effects on Marketing Management Pricing Policy l Nonprice policies (differentiated products) l Service l Quality l Special aspects

© 2000 South-Western College Publishing Slide #11 Effects on Marketing Management Distribution Strategy l Innovative distribution l Link to internal distribution systems l Distribution planning

© 2000 South-Western College Publishing Slide #12 Effects on Marketing Management Communications Strategy l More important: l Customer loyalty l Persistence l Repeat purchasing