Marketing Orientation Impact on The Form of Markets

Abstract

Virtual markets emerged as competitors to traditional markets, in a way that might threaten the survival of traditional markets, and reduce real human interaction between members of society. The research aims to explore the suitability of the current time to create support for the Egyptian urban markets, and anticipate the reliable element to encourage shopping in the urban markets, in order not to cause social isolation. The research methodology was based on reviewing the evolution of marketing trends to derive its effect on the market shape. It became clear that the social orientation of marketing must be corrected, so that markets have a role towards their society. The stages of the development of the Market Authority, the parties concerned with marketing, and the elements that guide the development of markets were identified. Then the researcher conducted field interviews and a questionnaire was completed for a random sample of 109 Egyptian shoppers (the sample corresponds to its characteristics with the features of the Egyptian society and its size is statistically acceptable with the tests used). Then the results were analyzed statistically in the SPSS program, with the aim of monitoring the current status of the rate and reasons for attracting the study sample and its societal groups for both the urban and electronic markets. The research reached the occasion of the current time to support the urban markets, due to the weak position of virtual markets at the local level. And monitoring some development indicators at the level of market style or societal groups. The research suggested creating a shopping activity with a developmental educational dimension that attracts the shopper to the urban markets and supports the community. The type of activity proposed is appropriate to the circumstances of its region and state policies and needs, and the activity creates a distinct personality for the market. It is recommended that the urban markets be transformed into green markets that guide consumption at the level of place and goods, and depend on technological means, so the relationship will be reciprocal and complementary between the virtual and urban markets.