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Major Societal Forces

Today ,major and sometimesinterlinking societal forces havecreated new marketing behaviors ,opportunities and challenges.

Here are 11 key ones.

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1.Network informationtechnology

Accurate levels of production

More targeted communications More relevant pricing.

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2.Globalization

Technological advances intransportation.

nternational travel has grown.

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3. Dereglation

!reate greater competition andgrowth opportunities.

"omestic airline industry has beengrowing very rapidly afterderegulation.

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!."eightene# com$etition

!ompetition among domestic and

foreign brands.

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(. )etail *ransformation

"ue to rapid change of organisedretailing , theshopping behaviour of

customer has also changed. mprovement in product range and

service $uality

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+. Disinterme#iation

Traditional %ow of goods throughdistribution channel.

&'rick And !lick(

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,. -onsmer ying /ower

ncrease in buying power due todisintermediation.

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0. -onsmer &nformation

t)s easy to gather an informationabout a product nowerdays.

*ole of soial media in collectinginformation.

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1.-onsmer /artici$ation

!onsumer have found an ampliedvoice to in%uence peer and public

opinion.

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11. -onsmer )esistance

+ess brand loyalty -ample Yankelovich Study