ABSTRACT
There is little doubt that the changing market environment is forcing
marketing experts to reconsider how they approach their tasks. These macro-
and micro-environmental changes include all social, cultural, economical,
political-legal, technological, consumer, market and competition changes.
Such critical changes are already beginning to reshape the marketing concept.
For example, consumer tastes, wants and needs change from time to time, as
do new competitive patterns and developing technology. Also, it reflects the
fact that mature markets and aggressive competitors are seeking opportu-
nities for profit and growth which have eroded existing positioning. Hence,
the attractiveness and power of yesteryear’s position begin to fade, prompting
a constant appraisal and review of products.
