All of these are examples of technology moving forward. Marketing has a responsibility to recognize changes in technology, so that organization can make appropriate decisions to keep abreast of change At a simple level, it is possible to identify customer requirements using the sort of common sense which led to the development of many of the world’s best known businesses. Watching a cricket match on a hot summer’s day, it was realised that there was scope to sell soft drinks from a refrigerated van positioned outside the ground. Another enterprising individual spotted the opportunity to sell flowers to people travelling on the railway, so that they could present the flowers to a partner when they arrived home. However, in today’s sophisticated market-place for consumer goods, we need to go well beyond common sense. Consumers want products to provide them with a range of benefits rather than just one simple core benefit. For example, when buying a photographic system, they don’t just want to “take pictures.” Instead they want to be able to produce high quality images, that capture a memorable moment or landscape, they want a camera that is easy to carry around; they want films that are easy to load; they want a quality focus; they want to be able to have their films processed within their chosen time period and much more. They want a sophisticated array of benefits - i.e. they want