Read the overview below and complete the activities that follow.

Trends affecting the future of marketing are well under way, but their ultimate impact on marketing and on business in general is not yet fully known. Five key areas of shift, or change drivers, are: shift to product glut and customer shortage, shift in information power from marketer to customer, shift in generational values and preferences, shift to demanding return on marketing investment, and shift to distinguishing Marketing $("$Big M$")$ from marketing $("$little m$").$

This activity is important because marketing managers need to understand the trends affecting the future of marketing and be able to recognize key areas of shift, or change drivers, that will impact marketing and business in general.

The goal of this activity is for you to demonstrate an understanding of the five key areas of shift, or change drivers, that will affect the future of marketing.

A great way to systematically explore the future of marketing is by considering several well$-$documented broad trends that are likely to impact the future of the field. Categorize the statements by their respective drivers impacting marketing.