Discussion1.docx

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the three key forces driving the new marketing realities, design a two-paragraph plan of how your chosen company is likely to change in the future. What other major trends or forces might affect marketing for this company?

IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor that has maintained market leadership for decades in the challenging technology industry. The company has managed to successfully evolve its business and seamlessly update the focus of its products and services numerous times in its history—from mainframes to PCs to its current emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-trained sales force and service organization offer real value to customers by staying close to them and fully understanding their requirements. IBM often even cocreates products with customers; with the state of New York, it developed a method for detecting tax evasion that reportedly saved taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving problems using technology.”
Note:
· Five citations/references (in addition to the text) are required for this engagement.
· 700-750 words

Text:

Marketing Management,15th ed.
Kotler, P. & Keller, K. 
Prentice Hall Publishing. 2016
ISBN: 9780133856460

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the

three key forces driving the new marketing realities, design a two

–

paragraph plan of how

your chosen company is likely to change in the future. What other major trends

or forces

might affect marketing for this company

?

I

BM

Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor

that has maintained

market

leadership for decades in the challenging technology industry. The

company has managed to successfully

evolve its business and seamlessly update the focus of its

products and services numerous times in its history

—

from mainframes to PCs to its current

emp

hasis on cloud computing, “big data,” and IT services. Part of the reason is

that IBM’s well

–

trained sales force and service organization offer real value to customers by staying close to them

and

fully understanding their requirements. IBM often even cocr

eates products with customers;

with the state of

New York,

it developed a method for detecting tax evasion that reportedly saved

taxpayers $1.6 billion over a seven

–

year period.

As famed Harvard Business School professor

Rosabeth Moss Kanter has noted, “IBM

is not a technology company but

a company solving

problems using technology.”

Note:

·

Five

citations/references (in addition to the text) are required for this engagement

.

·

700

–

750

word

s

Text:

Marketing Managemen

t

,

1

5

th

ed.

Kotler, P. & Keller, K.

Prentice Hall Publishing. 201

6

ISBN:

978013385646

0

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the
three key forces driving the new marketing realities, design a two-paragraph plan of how
your chosen company is likely to change in the future. What other major trends or forces
might affect marketing for this company?
IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor
that has maintained market leadership for decades in the challenging technology industry. The
company has managed to successfully evolve its business and seamlessly update the focus of its
products and services numerous times in its history—from mainframes to PCs to its current
emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-
trained sales force and service organization offer real value to customers by staying close to them
and fully understanding their requirements. IBM often even cocreates products with customers;
with the state of New York, it developed a method for detecting tax evasion that reportedly saved
taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor
Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving
problems using technology.”
Note:
 Five citations/references (in addition to the text) are required for this engagement.
 700-750 words
Text:
Marketing Management,15
th
ed.
Kotler, P. & Keller, K.
Prentice Hall Publishing. 2016
ISBN: 9780133856460