Advances in technology are essential to keeping up with competitors in today’s marketing environment. The United States excels in basic research and, in recent years, has dramatically improved its track record in applied research. Without innovation, U.S. companies can’t compete in global markets. Innovation is increasing becoming a global process. Give the paragraph above:
1. Give three examples of how technology has benefited marketers.
2. Give 4 or 5 examples of firms that have been hurt because they did not keep up with technological changes.