Marketing Enters the 21st Century
Marketing was among the first disciplines that promoted change as an ongoing process of organizational adaptation to the emerging forces in the surrounding environments. And today, itself is being subjected to various influences to which it must object, and consequently change. The list of reasons why the marketing approach to organizational processes continues to become modified is endless, among the most relevant ones one being able to mention the following:
Marketing: the marketing operations are more significant to achieving organizational success; in a global context where all product strive to reach the highest standards of quality (and where few competing products are highly different), marketing operations, such as product placement, the proper identification of the target market or the full satisfaction of the customers needs and wants through the offering of promotions, discount sales or the offering of complementary services, have come to ensure the success or failure of a product launched onto the national or international market
Social: responding to the new features of the environment, the behavior of the population is also changing and the marketing specialists must be able to integrate prompt responses into their campaigns; an example of social change that influences the marketing discipline could refer to the increasing number of working women, which then generates an increased need for day care centers and fast food stores.
Economic: the economic forces affecting the marketing operations can be linked to the increasing numbers of organizations competing within the same industry, the better access to financial resources or the growing income per capita for the working population; all these forces generate new needs and as such require increased marketing efforts.
References
Proctor, T., 2005, Essentials of Marketing Research, 4th Edition, Pearson Education
Wilson, R., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and Technology Books
