Constant change Consumers’ wants and needs are changing all the time. As consumers become more sophisticated they want products to do more than the ones they currently have available to them - they want computers that work faster and are able to perform more operations, they want cars which are safer and more environmentally acceptable, and they want toothbrushes which are gentler on the gums and so on. At the same time, technological advance means that yesterday’s goods and services quickly become dated. Organizations need to have their finger on the pulse of technological change. For example, manufacturers of training shoes have used new technologies to create air cushioned soles, giving trainers a light and springy feel, computer manufacturers have devised new computers with much more memory and which can work much more quickly than in the past, compact disc players have largely replaced record players and so on.