The New Marketing Realities

We can say with some confidence that the marketplace isn’t what it used to be. It is dramatically different from what it was even 10 years ago

Sammy Stephen’s viral videohelped his flea market receiveunprecedented attention.

Major Societal Forces

•Network information technology

•Globalization

•Heightened competition

Modern retailers increasinglyemphasize in-store experiences for their customers, as does Dick’s Sporting Goods.

Companies are increasingly allowingcustomers to customize theirproducts, such as with personalizedmessages on the front labels ofHeinz ketchup bottles

Qualities of a CMO Innate Qualities

• Risk taker

• Willingness to make decisions

• Problem-solving ability

• Change agent

• Results-oriented

Learned Qualities

• Global experience

• Multichannel expertise

• Cross-industry experience

• Digital focus

• Operational knowledge