Market Environment
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Market Environment

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Market Environment Market Environment Presentation Transcript

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