Marketing Management: Key Driving Forces and Major Trends

RUNNING HEAD: Marketing Management
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Marketing Management

Marketing Management 2
Table of Contents
Introduction......................................................................................................................................3
Key driving forces driving the marketing realities..........................................................................4
Network information technology.................................................................................................4
Retail Transformation..................................................................................................................4
Consumer purchasing behavior....................................................................................................4
Major trends or forces which affect marketing................................................................................5
Governments................................................................................................................................5
International transactions.............................................................................................................5
Speculation...................................................................................................................................5
Demand and Supply.....................................................................................................................5
Brand and product that successfully speak and effectively target market.......................................6
Apple iPod....................................................................................................................................6
Starbucks......................................................................................................................................6
Innovative concepts..................................................................................................................6
Web-presence...........................................................................................................................6
Brand communication..............................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Marketing Management 3
Introduction
Marketing management refers to the assessment, planning, execution and control of programs
which is created to bring about the desired changes with target markets for the purpose of
accomplishing company goals (Hollensen, 2015). This report explains the major three forces
driving the new marketing realities. The report also analyzes how these forces are likely to
change in the future and discuss the major trends or forces which may influence the marketing.
The study describes the effectiveness of Starbucks which successfully expand its business
activities globally among the customers. The study also shows the marketing strategies of Apple
iPod which might be not much effective among customers and the tactics which company can
adopt in order to enhance its products and services.
Key driving forces driving the marketing realities
According to tp Swinburn et al. (2011), the main key forces driving the new marketing realities
are explained as follows:
Network information technology: According to Christensen (2013), the digital revolution
has influence an Information age that ensure to prompt to more right levels of creation, more
centered around interchanges and more relevant pricing. Technology will enable problematic
business plan of action to decentralize the economies as the individual move from value systems
based on ownership to ones empowering access. Digital innovation turns out to be continuously
more significant as it is connected to ever increasing elements of life, business, and society
(Axelsson and Easton, 2016). Business in the present time is inconceivable without the internet
and the endless programming tools that individual use to handle the modern enterprise. There are
large number of people which are social media platforms such as Facebook, Twitter, and
LinkedIn to communicate with one another, which comprises a trend with the enormous pattern.
Retail Transformation: Store-based retailers confront rivalry from list houses, direct mail
organization, magazine, and Television coordinate to-customer promotions, home shopping, TV
and internet business (Arthur, 2013). Entrepreneurial retailers are building up amusement in their
stores with cafés, shows, and presentations, advancing an affair instead of a product variety.