Implications of Megamarketing
Megamarketing broadens the thinking of marketers in three ways:
- Enlarging the multiparty marketing concept
Marketers spend much time analyzing how to create preference and satisfaction in target buyers. Because other parties – governments, labor unions, banks, reform groups – can block the path to the target buyers, marketers must also study the obstacles these parties create and develop strategies for attracting their support or at least neutralizing their opposition. - Blurring the distinction between environmental and controllable variables
Marketers have traditionally defined the environment as those outside forces that cannot be controlled by the business. But megamarketing argues that some environmental forces can be changed through lobbying, legal action, negotiation, issue advertising, public relations, and strategies partnering. - Broadening the understanding of how markets work
Most market thinkers assume that demand creates its own supply. Ideally, companies discover a market need and rush to satisfy that need. But real markets are often blocked, and the best marketer does not always win. We have seen that foreign competitors with offers comparable or superior to those local companies cannot always enter the market. The result is a lower level of consumer satisfaction and producer innovation than would otherwise result.
Implications of Megamarketing
