Probably the two most important problems or obstacles are connected with new product development and with development of the total marketing program.
In the area of new products, almost fantastic things may be anticipated from many sources. The company that is not prepared to meet this competition will soon find itself on the outside. Ultrasonic dishwashers, irradiated foods, picture frame television, vertically rising automobile-helicopters for family use, daily use of atomic power for ordinary home appliances, and many other new things are not only being planned but are actually being tested today. Bold experimentation and discovery are the order of the day. This will call for equally bold marketing and marketing tactics.
Failure to develop adequate strategies and programs is indeed one of the important obstacles to scientific marketing of tomorrow. By its very nature, planning means looking ahead. It means studying all available facts and choosing alternative courses. A coordinated market plan, therefore, starts with good research, sound interpretation of findings, and realistic programs to attain objectives. It calls for intelligent judgment, which is opinion-forming as a result of competent work done. Marketing men will have to exercise much more intelligent judgment in formulating their strategies to meet the future.
Management is faced on the one hand with an insistent demand to reduce the cost of distribution, and, on the other hand, with mounting costs in the performance of virtually every marketing function. For example, from 50 to 60 per cent of the total cost of marketing (which, as we have seen, is about 50 per cent of the total price the consumer pays) is represented by cost of transporting goods and people in marketing. There are many inefficiencies such as congestion in densely populated areas, delays, accidents, damage to goods in transit, etc. This area of cost alone calls for study and improvement if we are to meet the challenge of tomorrow's markets.
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