in today's market,consumers have ability to support or to sue companies ,being loyal or switcher,bargain upon price and quality,shop online or offline,buy from local producers or foreign manufacturer,the are able to sear for information about almost everything,they have been completely awakened about brand ,products and market.
so they are king of market ,they are sovereignty and have enough power to direct market toward any destination either prosperity or bankpurtcy and collapse.
therefore marketing managers should keep consumers satisfied ,no matter how,that is the sole role of running and governing business in this era.
globalization,information and knowledge revolution,IT and WWW phenomena all to gather have strengthened consumers as much as a king to master the market,hence companies need to do something in order to their persistent survival and this is nothing but customization,localization and personalization
so,in better words ,today's industry has to amend itself and adjust its performance according to consumer's growing expectation,needs and requirements ,only through this way they can survive and make profit.
this trend is called consumer's kingdom and theoretically is claimed as the last phase of marketing management evolution.
hopefully ,i will explain the major concepts involved in this emerging trend,
cheers
ARASH
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