Which role does the marketer play as a change agent?
A marketer constantly deals with the culture of the people, meaning the market. A marketer's efforts are judged in this cultural context and either accepted, resisted or rejected. Cultural change refers to when the use of something new, e.g a innovative product, is the beginning of change in cultural conditions, e.g Americanisation. If a marketer has the right knowledge and skills, he or she might be able to actually introduce a product that changes a piece of the culture in that country.