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Market Environment
 

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