Marketing Shifts and Their Effects on Consumers


This essay explains how the current shifts in marketing have produced new themes such as globalization, empowerment, and technological advancement. Such changes continue to transform the behaviors, needs, and expectations of many consumers. The essay explains why future researchers should examine the relevance of corporate social responsibility to support every marketing process.


Marketing is one of the best tools used by business organizations to achieve their goals. The current wave of technological change has transformed how the consumer is informed about different products and services (Martisiute, Vilutyte, & Grundey, 2010). Theorists argue that effective marketing has the potential to satisfy the changing needs of the consumer. However, some critics believe that marketing forces consumers to purchase products they might not need (Kotler & Keller, 2012). This discussion gives a detailed analysis of the current shifts in marketing and their effects on the consumer. Such discussions can sensitize more consumers about the implications of such emerging shifts.

Definition of Terms


The process of international integration arising from global trade and exchange of cultural ideas (Kotler & Keller, 2012).

Relational marketer

A person who develops and supports meaningful relationships with his or her customers.


The process of dispersing activities, powers, individuals, and functions.

Literature Review

The marketing world has been characterized by numerous shifts. Such shifts affect the wave of marketing in every corner of the globe. Chinta (2006) observes that “the world is currently facing numerous shifts in the economics of business” (p. 72). Such shifts transform different aspects such as marketing (Chinta, 2006). The first “shift experienced in the world today is the concept of scarce attention” (Ahearn, 2011, p. 21). The issue of attention has changed as more entrepreneurs focus on specific consumer groups. Such changes have led to increased shelf-spaces for displaying different products.

The world has also benefited significantly from modern technologies. Distribution and production costs have reduced significantly. Many producers are currently manufacturing products and availing them to more customers (Plymouth & Martin, 2012). On the other hand, the marketer is focusing on different avenues to attract more customers. Modern companies are incurring numerous expenses in an attempt to attract and retain more customers. These shifts have transformed various marketing processes in every corner of the world (Chinta, 2006).

Consumer-relationships have also become relevant than ever before. Production processes are presently focusing on the needs of the targeted consumer. This fact explains why every marketing approach is defined by the needs and locations of different customers. Kotler and Keller (2012) believe that “value creation is no longer driven by economies of scale in manufacturing and production” (p. 29).

As well, the level of interaction between marketers and consumers has increased significantly. This development is making it easier for more customers to single out specific vendors (Martisiute et al., 2010). The modern consumer has the potential to communicate directly with the producer. The availability of information has also changed how customers purchase different products.

These shifts have led to new issues that determine how different consumers acquire their products. Technological changes are making it easier for marketers to emphasize the concept of relations (Plymouth & Martin, 2012). This situation encourages relational marketers to suggest more needs to their customers. This approach forces more customers to purchase unnecessary services and goods. More customers are being tricked to purchase a wide range of products.

Chinta (2006) indicates that marketers use different resources to increase group thinking and peer-pressure in different communities. They show how different products can make a person happy and free (Martisiute et al., 2010). They also expose more people to unnecessary products. The current shifts in marketing have therefore led to new developments that continue to affect the welfare of many consumers.

However, researchers have indicated clearly that some marketers address the unique needs of the public. The role of the marketer has been to inform more consumers about the existing products. The presence of numerous services and goods in the market, therefore, empowers more consumers. The consumer should, therefore, make informed decisions before acquiring a specific service or product (Kotler & Keller, 2012). Ahearn (2011) explains why the internet and relational marketing processes should be treated as new opportunities for empowering customers.

Results of the Research

This study has indicated clearly that the existing shifts in marketing have led to new themes. Such themes will continue to reshape the purchasing behaviors of many consumers in the future. Today’s marketplace has changed significantly than ever before. This is the case because new societal forces have reshaped the capabilities of both the consumer and the manufacturer. These forces have therefore produced new challenges and opportunities for many stakeholders (Ahearn, 2011). Consequently, marketers have been forced to present new practices that can support their business potentials.

The ultimate goal is to sensitize more people about different services and products in the market. This kind of sensitization has the potential to increase the profitably of the targeted company. Such shifts and changes have also led to new themes. These themes continue to redefine the nature of marketing. Pauwels and Hanseens (2007) believe that more marketers should focus on these themes to remain profitable.

Modern technological advancements have made numerous contributions to these shifts in marketing (Kotler & Keller, 2012). For instance, more companies and marketers are using new technologies to improve their businesses. Social media networks, televisions, and the internet have become useful avenues for many marketers. These changes in technology continue to reshape the nature of marketing.

The concept of personalization has also emerged as a new theme because of these shifts in business practices. Producers are focusing on the needs of specific groups in the marketplace. The produced goals and services are tailored to address such needs. The marketer is, therefore, using appropriate marketing strategies that can deliver quality products to these customers (Pauwels & Hanseens, 2007). As a result, more customers have been forced to purchase goods they may not need. Decentralization has also emerged as more companies focus on the needs of the global customer. Marketing channels and distribution networks have improved in an attempt to deliver quality products to more customers.

The “wave of globalization is a theme that has emerged in these broad shifts” (Francis, 2007, p. 351). The marketer has understood how to attract global consumers. The current forces such as technological developments and international logistics are making it easier for companies to realize their marketing goals. These shifts are encouraging more marketers to target international customers. The practice has also promoted the wave of globalization.

As well, empowerment has become a new theme because of these shifts in marketing. Marketers and companies are currently focusing on every aspect of marketing to deal with competition. This is done in an attempt to record quality results. Such efforts are critical towards empowering more stakeholders and consumers (Martisiute et al., 2010). Empowerment continues to force marketers and consumers to reexamine their roles in society.

Consequently, new societal forces have emerged in the recent past. Such forces continue to reshape the world of marketing. For instance, more consumers can get quality information about specific products in the market. Marketers have also come up with new approaches that can maximize their profits. Francis (2007) also believes that the current societal forces have promoted the idea of corporate responsibility. This concept has forced companies to rethink their business strategies in an attempt to support the welfare of different populations.

Recommendations for Future Research

Future researchers should consider how marketing can be undertaken professionally. The approach will avail desirable information to more consumers. This knowledge will also empower more customers and make it easier for them to purchase different items that fulfill their needs. The second research issue to consider is how business organizations can make marketing part of their corporate social responsibility (CSR) agendas (Ahearn, 2011).


Marketing has become an organizational goal that focuses on the major shifts experienced in the world. Such shifts in marketing have led to new themes such as globalization, empowerment, and technological advancements (Francis, 2007). These themes continue to transform the behaviors, needs, and expectations of many consumers. Marketers should, therefore, improve their ethical roles and practices to prevent consumer exploitation.

Reference List

Ahearn, R. (2011). Rising Economic Powers and the Global Economy: Trends and Issues for Congress. Congressional Research Service, 1(1), 1-40. Web.

Chinta, R. (2006). Retail Marketing Trends in USA and Their Effects on Consumers and the Global Workforce. Business Renaissance Quarterly, 1(2), 65-79. Web.

Francis, J. (2007). Internet Retailing Quality: One Size Does Not Fit All. Managing Service Quality, 17(3), 341-355. Web.

Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, New Jersey: Pearson Prentice Hall. Web.

Martisiute, S., Vilutyte, G., & Grundey, D. (2010). Product or Brand: How Interrelationship Between Customer Satisfaction and Customer Loyalty Work. European Journal of Interdisciplinary Studies, 2(1), 5-15. Web.

Pauwels, K., & Hanseens, D. (2007). Performance Regimes and Marketing Policy Shifts. Marketing Science, 26(3), 293-311. Web.

Plymouth, K., & Martin, J. (2012). Bill Payment Trends: Major Shifts in Consumer Behavior Require Comprehensive Planning. First Data, 1(1), 1-15. Web.

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