National Textile University

BSc. Textile Engineering

FM-(Weaving)

Assignment # 02
MG-4083: Management Science-II
Semester: 8th
Title: The Changing Marketing Landscape
Submitted By:
Muhammad Nadeem
(12-NTU-0074)
Submitted To:
Sir Mr. Zahid
Submission Date:
28-03-2016
The Changing Marketing Landscape

Every day, dramatic changes are occurring in the marketplace. The changing marketing
landscape involves four major developments:

The Digital Age

Rapid Globalization
The Call for More Ethics and Social Responsibility
The Growth of Not-for-Profit Marketing

1. The Digital Age

The new digital age is one of the factors that have changed the marketing landscape. The
digital age has provided marketers with exciting new ways to learn about and track customers
and create products and services tailored to individual customer needs. Online marketing is
now the fastest-growing form of marketing.

Figure 1: The Digital Age

The recent change in technology with the emergence of the internet has made a great impact
on the way marketers transact, connect and deliver or render service to their customers.
Recently marketers are now using the internet to connect with their customers by sending
messages through their e-mails, sending e-mail newsletter to customers informing them about
their latest services or products. Also marketers are able to communicate directly with their
customers using instant messaging (IM).Also the use of websites, social networks like
facebook, twitter and blogs has made it easier for markets to learn about and track customers.
There are online marketing companies who provide the service online, you visit their website
and you communicate directly with them via IM and you do your transaction online and then
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the product is shipped to you where ever you are. These new digital age has made it easier for
marketers to transact with their customers.

2. Rapid Globalization
Rapid Globalization is also one of the factors that have changed the marketing landscape.
Today, almost every company, large or small, is touched in some way by global competition.
The world has now been made a small global village whereby a man who is in Ghana can
communicate with someone who is as far as Italy through the internet and cellular networks.
Marketers do not only sell locally but internationally. They can transact business on the
internet or on the cellular phone; the customer pays by wiring the money into the account of
the marketers and the products are shipped to his destination.

3. The Call for More Ethics or Social Responsibility

Another major factor which is changed the marketing landscape is the call for more ethics or
social responsibilities. As the worldwide consumerism and environmentalism movements
mature, todays marketers are being called on to develop sustainable marketing practices.
Corporate ethics and social responsibility have become hot topics for almost every business.
Those days are gone when markets would not follow good ethics in their dealing with their
customers and also had no social responsibilities. In this recent time marketers have adopted
good ethics and also performing their social responsibilities. Companies like MTN in their
marketing have adopted good ethics and social responsibility. They give back to the society
from which they make huge profit by building schools, provision of branded MTN bags to
the children in Northern region ,making bore holes for some villagers and so many other
projects aimed at the society.
Being socially responsible means an organization shows concern for the people and
environment in which it transacts business. It also means that these values are communicated
and enforced by everyone in the organization and, in some cases, with business partners, such
as those who sell products to the company (e.g., supplier of raw material for product
production) and those who help the company distribute and sell to other customers (e.g.,
retail stores).
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In addition to insuring these values exist within the organization and its business partners,
social responsibility may also manifest itself in the support of social causes that help society.
For instance, marketers may sponsor charity events or produce cause-related advertising.

4. The Growth of Not-for-Profit Marketing

The Growth of not for profit organization is also a major factor that has changed the
marketing landscape. In recent years, marketing has also become a major part of the
strategies of many not-for-profit organizations, such as colleges, hospitals, museums, zoos,
symphony orchestras, and even churches. Government agencies have also shown an
increased interest in marketing. Many non for profit organizations like NGOs lost their
members due to how they did their things as a result they lost their members. As a result in
recent times these organizations have adopted marketing to attract more members and donors
and to make their product and services more appealing. These organizations adopted
marketing strategies to enhance them to attract more members, more people who were willing
to donate if they saw their product, their ideas and service more appealing.