ABSTRACT
There is little doubt that the changing market environment is forcing marketing experts to reconsider how they approach their tasks. These macro-environmental and micro-environmental changes include all social, cultural, economic, 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 opportunities for profit and growth that have eroded existing positioning. Hence, the attractiveness and power of yesteryear’s positions begin to fade, prompting ongoing appraisals and reviews of products.
