Shift in Marketing Management

as a result of the new economy

and rapid globalization and
rapid technological
advancement

i)

From marketing does the

marketing to everyone does the
marketing

ii) From organizing by

products units to organizing
by customer segments

iii) From making everything to

buying more goods and services
from outside if they are cheaper
and better than other.

iv) From using many suppliers to

working with fewer suppliers

v) From relying on old market

positions to uncovering new ones

vi) From emphasizing tangible

assets to emphasizing intangible
assets

vii) From building brands through

advertising to building brands
through performance and
integrated marketing
communications (IMC).

viii) From attracting customers

through stores and salespeople to
making products available online

ix) From selling to everyone to

trying to be the best firm serving
well defined target markets

x) From focusing on profitable

transactions to focusing on
customer lifetime value

xi) From a focus on gaining

market share to a focus on
building customer share

xii) From being local to being

glocal Both global and local

xiii) From focusing on the financial

scoreboard to focusing on the
marketing scoreboard.

xiv) From focusing on

shareholders to focusing on
stakeholders

xv) From overpromise, under

delivery to underpromise,
overdelivery.

xvi) From no satisfaction

measurement to measure the
satisfaction and retention rate.

xvii) From focusing on the

customer acquisitions to focusing
on the customer retention