e视人苦 Topic 3 Gathering Information Scanning the Environment 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 1 Gathering Information & Scanning the Environment Topic 3
e视人苦 LEARNING OBJECTIVES After completing this topic you should know Know what are the key methods for tracking and identifying opportunities in the macroenvironment Know what are some important macroenvironment developments 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know what are the key methods for tracking and identifying opportunities in the macroenvironment – Know what are some important macroenvironment developments
e视人苦 What do you see? 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 3 What do you see?
e视人苦 Analyzing the Macroenvironment ·Need& Trends Enterprising individuals and companies manage to create new solutions to unmet needs economic, and political significance, o A fad is"unpredictable, short-lived and without social a trend is a direction or sequence of events that has some momentum and durability. It reveals the shape of the future and provides many opportunities Trends are more predictable and durable than fads political, and technological changes [that] are slow to form 9 Megatrends have been described as"large social, economi and once in place, they influence us for some time-between seven and ten years, or longer 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 4 Analyzing the Macroenvironment • Need & Trends – Enterprising individuals and companies manage to create new solutions to unmet needs. • A fad is “unpredictable, short-lived, and without social, economic, and political significance.” • A trend is a direction or sequence of events that has some momentum and durability. It reveals the shape of the future and provides many opportunities. • Trends are more predictable and durable than fads. • Megatrends have been described as “large social, economic, political, and technological changes [that] are slow to form, and once in place, they influence us for some time—between seven and ten years, or longer
e视人苦 Analyzing the Macroenvironment Identifying the major forces Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats These forces represent noncontrollable to which the company must monitor and respond 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 5 Analyzing the Macroenvironment • Identifying the major forces – Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats. – These forces represent “noncontrollables” to which the company must monitor and respond