Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 9

Review the section on change drivers, including Fred Wiersema's list of new market realities. Select any two of the key change drivers (these can include any from Wiersema's list or any of the others) within the section. Pick an organization of your choice and answer the following questions:
a.In what ways do each of the change drivers impact the firm's ability to successfully do marketing
b.How is the firm responding to the change drivers in the way it approaches its business What should it be doing that it is not doing at present
c.What role do you believe the marketing manager has in proactively preparing for these and future change drivers