Three Methods to Deal with the Uncertain Market Environment

Abstract

In dealing with the present uncertain market environment three principal measures are being taken: micromarketing, the strategic use of information systems, and strategic alliances. Each is closely involved in the new intrachannel relationship that is the change from competition to cooperation. This paper outlines these three methods and introduces the MID (Marketing Intelligence Development organization), a joint R&D group of manufacturers, wholesalers, and retailers, as an example of intrachannel cooperation in Japan.