QUESTION:

(PEASE SEE COMMENT)

1.Consider the three key forces driving the new marketing realities. How are they likely to change in the future? What other major trends or forces might affect marketing?

REFERENCE:

THE NEW MARKETING REALITIES

The three transformative forces: technology, globalization, and social responsibility (Kotler &

Keller)

Technology

The number of mobile phones in India recently exceeded 500 million, Facebook's monthly users

passed 1 billion, and more than half of African urban residents were able to access the Internet monthly.

With the rapid rise of e-commerce, the mobile Internet, and Web penetration in emerging markets, the

Boston Consulting Group believes brand marketers must enhance their "digital balance sheets." 24

Massive amounts of information and data about almost everything are now available to consumers and

marketers. In fact, technology research specialists Gartner predicts that by 2017, CMOs will spend more

time on information technology (IT) than chief information officers (CIOs). Aetna's CMO and CIO have

already collaborated successfully for years, launching new products and services including iTriage, a

popular health app for the iPhone. With iTriage, users can research ailments, find nearby physicians, and

learn about prescribed medicines.

Even traditional marketing activities are profoundly affected by technology. To improve sales force

effectiveness, drug maker Roche decided to issues iPads to its entire sales team. Though the company

had a sophisticated customer relationship management (CRM) software system before, it still depended

on sales reps to accurately input data in a timely fashion, which unfortunately did not always happen.

With iPads, however, sales teams can do real-time data entry, improving the quality of the data entered

while freeing up time for other tasks.

Globalization

The world has become a smaller place. New transportation, shipping, and communication

technologies have made it easier for us to know the rest of the world, to travel, to buy and sell anywhere.

By 2025, annual consumption in emerging markets will total $30 trillion and contribute more than 70

percent of global GDP growth. A staggering 56 percent of global financial services consumption is

forecast to come from emerging markets by 2050, up from 18 percent in 2010.

Demographic trends favor developing markets such as India, Pakistan, and Egypt, with

populations whose median age is below 25. In terms of growth of the middle class, defined as earning

more than $3,000 per year, the Philippines, China, and Peru are the three fastest-growing countries.

Globalization has made countries increasingly multicultural. U.S. minorities have much economic

clout, and their buying power is growing faster than that of the general population. According to the

University of Georgia's Terry College of Business minority buying report, the combined buying power of

U.S. racial minorities (African Americans, Asians, and Native Americans) is projected to rise from $1.6

trillion in 2010 to $2.1 trillion in 2015, accounting for 15 percent of the nation's total. The buying power of

U.S. Hispanics will rise from $1 trillion in 2010 to $1.5 trillion in 2015, nearly 11 percent of the nation's

total. One survey found that 87 percent of companies planned to increase or maintain multicultural media

budgets.

Globalization changes innovation and product development as companies take ideas and lessons

from one country and apply them to another. After years of little success with its premium ultrasound

scanners in the Chinese market, GE successfully developed a portable, ultra-low-cost version that

addressed the country's unique market needs. Later, it began to successfully sell the product throughout

the developed world for use in ambulances and operating rooms where existing models were too big.34

Social Responsibility

Poverty, pollution, water shortages, climate change, wars, and wealth concentration demand our

attention. The private sector is taking some responsibility for improving living conditions, and firms all

over the world have elevated the role of corporate social responsibility.

Because marketing's effects extend to society as a whole, marketers must consider the ethical,

environmental, legal, and social context of their activities.