Mktg.environment

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Mktg.environment

  1. 1. Scanning the Marketing Environment Prasanna Venkatesh
  2. 2. Objectives <ul><li>Tracking & Identifying Opportunities in the Macroenvironment </li></ul><ul><li>Demographic, Economic, Natural, Technological, Political, & Cultural Developments </li></ul>
  3. 3. Macroenvironmental Forces <ul><li>World trade enablers </li></ul><ul><li>Asian economic power </li></ul><ul><li>Rise of trade blocs </li></ul><ul><li>International monetary crises </li></ul><ul><li>Use of barter & countertrade </li></ul><ul><li>Move towards market economies </li></ul><ul><li>“ Global” lifestyles </li></ul>
  4. 4. Macroenvironmental Forces <ul><li>Opening of “new” markets </li></ul><ul><li>Emerging transnational firms </li></ul><ul><li>Cross-border strategic alliances </li></ul><ul><li>Regional ethnic & religious conflict </li></ul><ul><li>Global branding </li></ul>
  5. 5. Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets
  6. 6. Economic Environment Income Distribution Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability
  7. 7. Natural Environment Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government
  8. 8. Issues in the Technological Environment Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Varying R & D Budgets
  9. 9. Increased Legislation Special- Interest Groups Political- Legal Environment
  10. 10. Social/Cultural Environment Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values
  11. 11. Social/Cultural Environment High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values Through Time
  12. 12. Review <ul><li>Tracking & Identifying Opportunities in the Macroenvironment </li></ul><ul><li>Demographic, Economic, Natural, Technological, Political, & Cultural Developments </li></ul>

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