The document discusses the major challenges facing modern customers and markets, including higher expectations of quality and service, increased price sensitivity, and global competition. It then outlines marketing strategies such as customer relationship marketing, target marketing, and integrated communication that can help address these challenges. Finally, it notes changes organizations need to make to implement a marketing orientation, like altering goals and structure and planning the marketing mix.

1. Implementation of Marketing
Orientation
Dr. Gopal Thapa
Tribhuvan University

2. Major Challenges from Today’s
Customers
 Expect higher quality
 Expect better services
 Brand parity
 Decreased brand loyalty
 Internet-based information
 Intelligent Shopping
 Increased price sensitivity
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3. Major Challenges from Market
 Globalization (intense competition)
 Increased promotion cost
 Lowering profit margins
 Change in retail business
 Direct marketing
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4. Marketing Management
Responses to the Challenges
 Customer relationship marketing
 Target marketing
 Customization
 Customer database
 Integrated marketing communication
 Partnership marketing
 Internal marketing
 Information based decision making
 Strategic alliances
 Bench marketing
 Global market
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5. Areas of Change for
Implementation
 Alteration of organizational goals
 Internal marketing
 Alteration of organizational structure
 Change in authority and responsibility
 Marketing mix planning
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6. Any Question
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7. Thank you
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