Just travel to the Galapagos Islands if you want a good lesson on how to adapt to situations. Speciation it is called by scientists, but marketers could call it adapting to the environment. In plants and animals it is obvious as the prickly pear cactusgrows a trunk to keep its fruit above the tortoise, and spines if there are land iguanas around trying to eat its fruit. Businesses have to adapt to the environment also – customers’ changing habits, technology, competition- all are present in changing ways, and it is the adaptable business that stays around, remains profitable, and always looks for ways to be better. Marketing’s job is to stay ahead of those changing environments and to position the company to continue to meet their customers’ changing needs.

        

 

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