h02e中山大学吴柏林教授,ktler营销管理(第11版),绝密资料.doc

Chapter 2—Adapting Marketing to the New Economy Overview The New Economy presents many new challenges and opportunities for the marketer. The most important point is that the New Economy assuredly places the customer more firmly in the driver’s seat for decisions on her/his product and service choices (customization and customerization). In addition，there have been and will be many changes in business and marketing practices as both consumers and businesses have virtual and real-time access to literally millions of products, offers，options，prices，people, competitors，and sources of information that did not exist until recent years. As a result，the marketing mix will change as marketers and firms identify new uses for intangible assets and effective customer relationship management that is more than a marketing term. We can assume that this increasingly rapid growth and rate of change will continue，and despite the dot-com bust，recession，and other major social, political，and economic adjustments，the Internet and the New Economy have changed marketers and marketing for the long-term future. Many specific areas of marketing also will feel the sting of change. Marketing channels are becoming increasingly direct，as customers control the time and place of contact. International marketing is becoming more localized as the marketing images from one region can quickly be identified and utilized in other regions. Information dissemination capability，despite virtual overload，is bringing massive changes to advertisers，competitors，suppliers, and other stakeholders, with only the most customer-aware and market-aware players surviving. Marketers who take for granted their past images, market positions，and channel positions can and often do find themselves on the outside looking in rather than the inside looking out. Database marketing continues to be an important element in the New Economy marketing process, placing even more responsibility on marketers to ensure that data is accura