MARKETING CHALLENGER INTO THE NEXT CENTURY

Marketing operates within a dynamic global environment. Today's companies are wresting with changing customer values and orientations, economic stagnation environment decline; increased global competition; and host of other economic, political and social problem.

GROWTH OF NONPROFIT MARKETING
Private college, facing decline enrollment and rising cost are using marketing to compete for student and funds. They are defending target markets, improving their communication and promotion, and responding better to student needs and wants. Churches are conducting marketing research to gain a better understanding of member needs, and are residing their "services offering" accordingly. U.S. Army has a marketing plan to attract recruits, and various government agencies are ow designing social marketing campaigns to encourage energy conservation and concern for the environment, or to discourage smoking, excessive drinking, and drug use.

THE INFORMATION TECHNOLOGY BOOM
The boom in computer, telecommunications, and information technology, as well as the merging of these technologies, has had a major impact on the way business produce and market their products and services. The information superhighway will link customer to companies in ways that were unimaginable only a few years ago. The internet is vast and burgeoning global web of computer networks, with no central management or ownership. The internet links computer user of all types around the world. As information technology becomes user friendlier, the astute marketer will learn how to use the various systems to increase business and better serves the customer. The use of World Wide Web has given companies access to millions of new customers are a fraction of the cost of traditional advertising form.

RAPID GLOBALIZATION
With the advancement of telecommunication and transportation technology. This has allowed companies to greatly expand their geographical market coverage, purchasing and manufacturing. Almost every company, large or small, to touched in some way by global competition. Consumer goods product introducing new product into emerging market abroad. Companies taking advantages of international market opportunities. Many domestically purchased goods and services are "hybrids", with design, material purchases, manufacturing, and marketing taking place in several countries.

THE CHANGING WORLD ECONOMIC
World has growth poorer during the past few decades. A sluggish world economy has resulted in more difficult times for both consumers and marketers. People need is greater than ever, but people are lacking the mean to pay for needed goods. Although wages has risen, real buying power has declined. Current economic condition creates problems and opportunity.

THE CALL FROM MORE ETHICS AND RESPONSIBILITY
Corporate ethics has become a hot topic is most every business arena, from the corporate boardroom to the business school classroom. The ethics and environmental movements will place even stricter demands on companies in the future. Companies will held to an increasingly higher standard of environmental responsibility in marketing and manufacturing activities.

THE NEW MARKETING LANDSCAPE
Successful firms in mature industries learned that they cannot overlook emerging markets, technologies, and management approaches. Companies will have to become customer oriented and market driven. Changing marketing landscape will be a strong focus on the marketplace and a total marketing commitment to providing value to customers.