The contraction in sales derives from the basic set-up of company strategies, and not from contingent critical factors.. It is necessary to understand the difference between the original conception of Marketing and the current conception of it. ● Marketing originally operates before the product definition ● current marketing has an opposite action: it presents itself to the potential Customer having already with a product, and tries to find for it a reason to purchase the product
The characteristics of Demand are changing in the new market: there are evolving needs, and an evolution of consumption (Customers are constantly discovering new aspects of their specific needs).
CURRENT MARKETING IS NOT ABLE TO INTERPRET THE NEW NEEDS OF CUSTOMERS. Thanks to Information Technologies today it is possible to change the role of Consumer by inserting them in the product development process.