Example Answers for Marketing Management Exam Paper5. Identify and describe some problems and challenges to marketing managers in relation to change and innovation. Critically discuss the links between strategic marketing management and the change environment with particular reference to Levitts (1960) seminal article Marketing Myopia.In the marketing context, change brought about by economic recession, disruptive technologies usage and privation can all affect the stability of market environment (Sirmon, Hitt and Ireland, 2007). Global economy is accelerating at a fast rate giving way to competitive risks and opportunities. Therefore, effective strategic planning is incumbent that could help marketers to survive and improve their company performance in turbulent environments (Ireland and Hitt, 2005).Change environment and strategic marketing management:Strategic management involves the role played by managers to align business organization with changing environment.
