1. What are The Important
trends in Marketing
Practices?

2. Important changes in marketing macro
environment such as
1.Globalization
2. Market fragmentation
3. growing consumer awareness about
environment
4.The explosion of social media
has led to many shifts in
Marketing namely..

3. #1 Reengineering
Appointing teams to manage customer-value
building processes and break down walls between
departments

4. #2 Outsourcing
Buying more goods and services from outside domestic or
foreign vendors

5. #3 Benchmarking
Studying “Best practice
Companies” to improve
performance

6. #4 Supplier Partnering
Partnering with
fewer but better
value-adding
Suppliers

7. #5 Customer Partnering
Working more
closely with
customers to add
value to their
operations

8. #6 Globalization
“THINK GLOBAL. ACT LOCAL “

9. #7 Merging
Merging with firms in the same or
complementary industries to gain
economies of scale and scope

10. #8 Flattening
Reducing the number of organizational
levels to get closer to the customer

11. #9 Accelerating
Designing the organization
and setting up processes to
respond more quickly to
changes in the environment

12. #10 Justifying
Becoming more
accountable by
measuring ,
analyzing, and
documenting the
effects of marketing
actions

13. #11 Focusing
Determining the most profitable businesses
and customers and focusing on them

14. #12 Empowering
Encouraging and empowering
personnel to produce more ideas
and take more initiative

15. #13 Broadening
Factoring the interests of customers,
employees, shareholders and other
stakeholders into the activities of the
enterprises

16. #14 Monitoring
Tracking what is said online and
elsewhere and studying customers,
competitors, and others to improve
business practices

17. Consider, Toyota Prius..
Toyota predicted sales
of 3,000,000 cars within
five years of launching
its gas and
electric hybrid
Prius Sedan in 2001.
But, By 2004, The Prius had a six month long
waiting list !
Moral of the story : Functionally successful new products that
consumers see as good for the environment can offer enticing options ! Marketing
and Products have undergone many important shifts.

18. Now more than ever, marketers must
think holistically and use creative win-
win solutions to balance the ever rising
demands !
Created by Aishwarya Kandukuri, IIITD&MK during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com