Henry Kyambalesa - Marketing in the 21st Century: Concepts, Challenges and Imperatives

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MARKETING IN THE 21ST CENTURY

To my late Grandma, Mpopa, whose extraordinary
love and respect for work, family andfair play
has shaped my beliefs, ideals and character

Marketing in the 21st Century

Concepts, challenges and imperatives

Henry Kyambalesa
Independent Researcher and Consultant, Business and Management, Denver, USA

First published 2000 by Ashgate Publishing

Reissued 2018 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
711 Third Avenue, New York, NY 10017, USA

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright Henry Kyambalesa 2000

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Publisher's Note
The publisher has gone to great lengths to ensure the quality of this reprint but points out that some imperfections in the original copies may be apparent.

Disclaimer
The publisher has made every effort to trace copyright holders and welcomes correspondence from those they have been unable to contact.

A Library of Congress record exists under LC control number: 99085918

ISBN 13: 978-1-138-70772-6 (hbk)
ISBN 13: 978-1-315-20134-4 (ebk)

Table of Contents

Guide

ABOUT THE BOOK This book is designed to explore emerging challenges for marketers, as well as to survey viable strategies for meeting these challenges. It is essentially intended to be a "how-to" book for both prospective and practising marketers in an era that is characte-rised by changing consumer needs and expectations, changing expectations of the role of business in society, harsh economic conditions, and, among a host of other things, greater competitive pressures. A considerable effort is also made in the book to update many traditional marketing concepts and terminologies which have apparently become unsuitable in modern settings due to innovations in business practices and modes of operations dictated by changes in social, economic, competitive, and technological conditions.

Moreover, the role governments need to play in order to create an enabling environment in which marketers can deliver social and economic values to society at reasonable costs and prices is spelt out in the book. And, considering the fact that more marketers are expanding their operations beyond domestic markets in an attempt to assume global leadership, gain both economies of scale and economies of scope, diversify risks, attain a higher return on investment, gain access to new markets, and/or enhance their profit-earning potential, a deliberate effort is made in the book to cite many of the "dos and don'ts" in, and the "nuts and bolts" of, business operations undertaken across national borders and/or regional boundaries.

The text of the book consists of a total of five chapters, supplemented by a glossary of important business and marketing terms and concepts presented in the chapters. The content of each of the five chapters is described in a nutshell below.

: THE MARKETING FUNCTION. The following themes are discussed in this chapter: the nature of marketing, the Internet and WWW, marketing management, a fresh look at the promotional mix, and beyond the marketing concept.

: THE CHANGING BUSINESS ENVIRONMENT. First, challenges which marketing executives are going to have to contend with in the 21st century are discussed; next, several strategies and imperatives for marketing executives and their organisations in the 21st century are presented.

: CROSS-BORDER MARKETING: CULTURAL CONSIDERATIONS. The themes surveyed in this chapter are as follows: the nature of cross-border operations, risks in foreign markets, measurement of cultural risk, and the use of cultural risk scores.

: THE JAPANESE CHALLENGE TO WESTERN MARKETERS. This chapter is devoted to a survey of the following: the salient differences in business and management systems and practices between Japan and Western countries, sources of the differences, and implication of the differences for Western marketing executives and their employer-organisations.

. THE ROLE OF GOVERNMENTS IN THE MARKETPLACE. In this chapter, the themes explored pertain to the following: rationale for government involvement in the marketplace, industrial and trade strategy, the task of fostering private investment, expanding the markets for local goods and services, external debt resolution, tending to exigent social issues, and restructuring national government.

TARGET AUDIENCE The book is intended for marketing students at any level of undergraduate and graduate studies, marketing executives in both large organisations and small business undertakings, and government leaders whose official roles and prerogatives have a direct bearing on the success and survival of business undertakings in their respective countries. By and large, the book requires little or no prior marketing knowledge; new conceptual underpinnings and traditional marketing precepts and terminologies are clearly defined or explained in the text and/or the glossary to make prior marketing knowledge generally unnecessary in comprehending the material presented.

ACKNOWLEDGMENTS I am greatly indebted to many of my colleagues at both the University of Denver and the Copperbelt University, whose inspiration has partly been instrumental in the completion of this piece of work. My profound thanks are due to my former and present Business Administration students for their intellectually stimulating comments on some of the new concepts introduced in this book. Dr. Gerry N. Muuka of the Department of Management and Marketing at Murray State University, Kentucky, also deserves my sincere thanks for his ideas and encouragement. I am also greatly indebted to my professional associates in Denver, who are too many to mention here, for their unreserved support and suggestions.

My wife, Namoonga, and our charming moppets, Sellah (Zilama) and Faith (Luketekelo), should, of course, take the lion's share of my gratitude for providing a warm and hospitable family atmosphere that has both facilitated and sustained my intellectual and professional pursuits and endeavours.

H.K.

DENVER, USA

Chapter 1
The Marketing Function

This chapter is devoted to a survey of both traditional and emerging marketing concepts. First, several existing definitions of the term "marketing" presented by selected authoritative marketing associations, authors and scholars are examined and their deficiencies identified. In the light of deficiencies in existing definitions, a versatile and more preferable definition is tendered. Moreover, marketing mix elements (the product, pricing, promotion, and distribution) are discussed in a nutshell.

Second, the Internet - a new and relatively inexpensive tool which marketing managers and their employer-organisations can use to reach potential clients worldwide is discussed. Specifically, the following are discussed in the section: growing popularity of the Internet and the World Wide Web (WWW), importance of Webtrade, shortcomings of the Internet, and important information sources for marketers and their organisations.

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