Scanning the Marketing Environment Marketing Management Tenth Edition Philip Kotler
Objectives Tracking Identifying Opportunities in he macroenvironment Demographic, Economic, Natural Technological, Political, Cultural Developments @2000 Prentice Hall
©2000 Prentice Hall 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 @2000 Prentice Hall
©2000 Prentice Hall 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 newmarket Emerging transnational firms Cross-border strategic alliances Regional ethnic religious conflict Global branding @2000 Prentice Hall
©2000 Prentice Hall 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 Educational Groups Household patterns Geographical Shifts in Population Shift from Mass Market to Micromarkets @2000 Prentice Hall
©2000 Prentice Hall Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets