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Ch05

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kotler chapter 5

kotler chapter 5

Published in: Technology, Business
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  • 1. ©2000 Prentice Hall Objectives Tracking & Identifying Opportunities inTracking & Identifying Opportunities in the Macroenvironmentthe Macroenvironment Demographic, Economic, Natural,Demographic, Economic, Natural, Technological, Political, & CulturalTechnological, Political, & Cultural DevelopmentsDevelopments
  • 2. ©2000 Prentice Hall Macroenvironmental Forces World trade enablersWorld trade enablers Asian economic powerAsian economic power Rise of trade blocsRise of trade blocs International monetary crisesInternational monetary crises Use of barter & countertradeUse of barter & countertrade Move towards market economiesMove towards market economies ““Global” lifestylesGlobal” lifestyles
  • 3. ©2000 Prentice Hall Macroenvironmental Forces Opening of “new” marketsOpening of “new” markets Emerging transnational firmsEmerging transnational firms Cross-border strategic alliancesCross-border strategic alliances Regional ethnic & religious conflictRegional ethnic & religious conflict Global brandingGlobal branding
  • 4. ©2000 Prentice Hall Demographic Environment Worldwide Population GrowthWorldwide Population Growth Population Age MixPopulation Age Mix Ethnic MarketsEthnic Markets Household PatternsHousehold Patterns Educational GroupsEducational Groups Geographical Shifts in PopulationGeographical Shifts in Population Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets
  • 5. ©2000 Prentice Hall Economic Environment Income DistributionIncome Distribution Subsistence economiesSubsistence economies Raw-material-exporting economiesRaw-material-exporting economies Industrializing economiesIndustrializing economies Industrial economiesIndustrial economies Savings, Debt, & Credit Availability Savings, Debt, & Credit Availability
  • 6. ©2000 Prentice Hall Natural Environment Higher Pollution Levels Higher Pollution Levels Increased Costs of Energy Increased Costs of Energy Shortage of Raw Materials Shortage of Raw Materials Changing Role of Government Changing Role of Government
  • 7. ©2000 Prentice Hall Accelerating Pace of Change Accelerating Pace of Change Unlimited Opportunities for Innovation Unlimited Opportunities for Innovation Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment Varying R & D Budgets Varying R & D Budgets
  • 8. ©2000 Prentice Hall Political- Legal Environment Political- Legal Environment Increased Legislation Increased Legislation Special- Interest Groups Special- Interest Groups
  • 9. ©2000 Prentice Hall Social/Cultural Environment OfOf OrganizationsOrganizations OfOf NatureNature OfOf OneselfOneself OfOf SocietySociety OfOf the Universethe Universe OfOf OthersOthers Views That Express Values Views That Express Values
  • 10. ©2000 Prentice Hall Social/Cultural Environment
  • 11. ©2000 Prentice Hall Review Tracking & Identifying Opportunities inTracking & Identifying Opportunities in the Macroenvironmentthe Macroenvironment Demographic, Economic, Natural,Demographic, Economic, Natural, Technological, Political, & CulturalTechnological, Political, & Cultural DevelopmentsDevelopments

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