forumforfuturemarketing

by Vera Eisenbraun, Miryam Reck and Lisa Cibities

Marketing in mature markets

Typical for mature markets is little or no market growth. Consumers are well informed and products are more and more seen as commodities. Creative companies differentiate themselves in these markets with good services and extraordinary experiences.

In mature markets, consumers prefer companies, “whose activities have a positive socio-cultural impact”. (Kotler 2010, p. 121) Here, marketers face a challenge.

The requirement for companies is, to accept the social needs and to participate in finding solutions. The main social issues are: health, privacy and job losses due to offshoring. (Kotler 2010, p. 121-122)

by Vera Eisenbraun, Miryam Reck and Lisa Cibities

Many consumers have lost trust in major corporations and in their executives. Reasons for that loss are often corporate scandals, caused by violation of the corporate values.

The main question is: How can the consumers’ confidence be regained?

Figure 1: Authors' design; based on Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2010): Marketing 3.0: From Products to Costumers to the Human Spirit. Hoboken, New Jersey: John Wiley & Sons, p. 70-71.