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1、Chapter2–AdaptingMarketingtotheNewEconomyI.ChapterOverview/Objectives/OutlineA.OverviewTheNewEconomypresentsmanynewchallengesandopportunitiesforthemarketer.ThemostimportantpointisthattheNewEconomyassuredlyplacesthecustomermorefirmlyinthedriver’sseatfordecisionsonherorhisproductandservicechoices
2、(customizationandcustomerization).Inaddition,therehavebeenandwillbemanychangesinbusinessandmarketingpracticesasbothconsumersandbusinesseshavevirtualandrealtimeaccesstoliterallymillionsofproducts,offers,options,prices,people,competitors,andsourcesofinformationthatdidnotexistuntilrecentyears.Asar
3、esult,themarketingmixwillchangeasmarketersandfirmsidentifynewusesforintangibleassetsandeffectivecustomerrelationshipmanagementthatismorethanamarketingterm.Wecanassumethatthisincreasinglyrapidgrowthandrateofchangewillcontinue,anddespitethedot-combust,recessionandothermajorsocial,politicaland,eco
4、nomicadjustments,theInternetandtheNewEconomyhavechangedmarketersandmarketingforthelong-termfuture.Manyspecificareasofmarketingalsowillfeelthestingofchange.Marketingchannelsarebecomingincreasinglydirect,ascustomerscontrolthetimeandplaceofcontact.Internationalmarketingisbecomingmorelocalizedasthe
5、marketingimagesfromoneregioncanquicklybeidentifiedandutilizedinotherregions.Informationdisseminationcapability,despitevirtualoverload,isbringingmassivechangestoadvertisers,competitors,suppliers,andotherstakeholders,withonlythemostcustomer-awareandmarket-awareplayerssurviving.Marketerswhotakefor
6、grantedtheirpastimages,marketpositions,andchannelpositionscanandoftendofindthemselvesontheoutsidelookinginratherthantheinsidelookingout.Databasemarketingcontinuestobeanimportantelementinthe“NewEconomy”marketingprocess,placingevenmoreresponsibilityonmarketerstoensurethatdataisaccurate,up-to-date
7、andnon-intrusive.Marketershavehigherlevelsofresponsibilityforabusesthathaveoccurredindirectmarketingoverthelastfewyears.Despitethepotentialforonlineanddirectmarketing,thecontroversyassociatedwithdirectmarketingcontinues.Thereareis
