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How will marketing developments How will marketing developments affect the New Society ? affect the New Society ? Neo-Marketing and Consumer Neo-Marketing and Consumer Behaviour in a Changing Marketplace: Behaviour in a Changing Marketplace: Seeing the Unseen . . . Seeing the Unseen . . . Professor Luiz Moutinho Professor Luiz Moutinho The greatest challenge to The greatest challenge to management in the next decade management in the next decade will be to change fast enough to will be to change fast enough to keep pace with new technology, keep pace with new technology, new markets and new values. new markets and new values. Either we take hold of the future Either we take hold of the future or the future will take hold of us. or the future will take hold of us. Professor Luiz Moutinho Professor Luiz Moutinho The Need for Change The Need for Change SATURATION The Changing Market SATURATION The Changing Market GLOBALISATION The Changing Competition GLOBALISATION The Changing Competition PRESSURES FOR FRAGMENTATION PRESSURES FOR FRAGMENTATION MARKETING MARKETING The Changing Consumer CHANGE The Changing Consumer CHANGE DOWNSIZING DOWNSIZING The Changing Organisation The Changing Organisation Professor Luiz Moutinho Professor Luiz Moutinho The Environment is changing . . . The Environment is changing . . . Technology is transforming what companies do, how Technology is transforming what companies do, how they do it, and how they communicate their offer they do it, and how they communicate their offer The power of information networks The power of information networks Distributors are becoming new “virtual manufacturers” Distributors are becoming new “virtual manufacturers” Dramatic changes in consumers and media Dramatic changes in consumers and media We are rapidly becoming an information intense We are rapidly becoming an information intense society and entering the digital era and realm of virtual society and entering the digital era and realm of virtual marketspace marketspace Instant communication – epidemic chip Instant communication – epidemic chip Professor Luiz Moutinho Professor Luiz Moutinho The world and the business environment can change The world and the business environment can change faster than most managers can make decisions faster than most managers can make decisions Requires the ability to operate with rapid decision Requires the ability to operate with rapid decision cycles cycles Agility and time-based competition Agility and time-based competition Companies will become increasingly dependent Companies will become increasingly dependent upon the global market to achieve best-in-class upon the global market to achieve best-in-class services and minimise costs. The backlash against services and minimise costs. The backlash against offshore outsourcing will increase as it becomes a offshore outsourcing will increase as it becomes a political focus area political focus area The companies using poor quality outsource firms The companies using poor quality outsource firms get back marks for customer service as their business get back marks for customer service as their business declines declines Professor Luiz Moutinho Professor Luiz Moutinho
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