The last decades of the twentieth century were prosperous for most companies in the developed world. A stable period of peace, together with a strong demographic increase and a higher life expectancy contributed to this prosperity. To these factors we must also add the role of growing company marketing sophistication. Marketing departments had the use of large budgets to develop and launch new products, and educate and communicate with consumers toward generating product trial, repeat purchase, and brand loyalty. But reaching success at the beginning of the twenty-first century is more difficult. Here are the main reasons.
In Consumer Packaged Goods, Distribution
Concentration Has Increased Greatly
In the 1950s, distribution in the United States and Europe was largely in the hands of small independent retailers. Today, as a result of innovative distributors - companies like Wal-Mart and Ikea - and mergers and acquisitions, much distribution is in the hands of giant corporations and multinationals. Today, ccc_kotler_01_1-16.qxd 7/14/03 10:48 AM Page 3 hypermarket and supermarket chains control (in the food sector) more than the 80 percent of final consumer purchases.
CURS MARKETING: LATERAL MARKETING
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Cursuri
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2008-06-24, 00:00
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2025-09-29, 16:55
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