Today’s operating environment is characterized by rapid change and change is the only constant attribute of the operating environment. This era is uniquely characterized by speedily changing varied consumer preferences and tastes and hence the concepts which were prevalent during the period of Industrial Revolution can no longer be applied in the modern environment. During those times, consumers were complacent and used to settle with the products that were manufactured and sold. The needs were modified in line with the products available. However, there has been a paradigm shift in the focus of the modern day organizations away from the concepts of production to adopt the principles of consumerism. The present scenario mandates organizations to impart king like treatment to their customers, courtesy the advent and development of the IT revolution which has led to broadening of the knowledge base of the customers and have made them much more informative. The intensity of rivalry in the marketplace further adds to the increased power of customers and shifts the ball in their court. The current marketplace is occupied by varied number of players who compete in the same sector. The operating environment is also unstable on account of the interaction of the complementary forces of deregulation and technological advancement and development, most importantly globalization. Companies are compelled to create a separate identity for themselves in this market place so as to be visibly heard by the consumers in this marketplace crowded by the clutter of various noises. The differentiating strategy chosen to achieve this objective is labeled in the modern parlance as the strategy of “MARKETING”.
今天的作业环境的特点是快速变化的经营环境，变化是唯一不变的属性。这个时代的独特特征的快速变化的不同消费者的喜好和口味，因此这是流行在工业革命时期的概念可以不再被应用在现代的环境。在那个时代，消费者自满和用于制造和销售的产品，解决。需要进行改性，符合产品。然而，有一种范式的转变，在现代组织的焦点从生产观念采取消费主义的原则。在目前的情况下，授权组织传授王像处理他们的客户，提供IT革命导致客户的知识基础扩大和使他们更翔实的出现和发展。在市场竞争的强度进一步增加了客户和他们的法庭球移功率增加。目前的市场是由不同的人在同一个部门的球员竞争数量占据。工作环境也不稳定对解除管制和技术进步和发展的互补力量相互作用，最重要的是，全球化。公司被迫创建一个单独的身份为自己在这一市场的地方，要在这个市场上挤满了各种干扰杂波的消费者明显地听到。差异化战略的选择来实现这一目标的标记在现代的说法是“战略营销”
