e视人苦 Analyzing the Macroenvironment Six major forces Demographic Economic Social-cultural Natural Technological Political-legal 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 6 Analyzing the Macroenvironment • Six major forces – Demographic – Economic – Social-cultural – Natural – Technological – Political-legal
e视人苦 1. Demographic environment Demographic trends are highly reliable for the short and intermediate run The main demographic force that marketers monitor is population because people make up markets Marketers are keenly interested in the Size and growth rate of populations in cities, regions, and nations Age distribution and ethnic mix Educational levels Household patterns Regional characteristics and movements 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 7 1. Demographic Environment • Demographic trends are highly reliable for the short and intermediate run. • The main demographic force that marketers monitor is population because people make up markets. • Marketers are keenly interested in the: – Size and growth rate of populations in cities, regions, and nations. – Age distribution and ethnic mix. – Educational levels. – Household patterns. – Regional characteristics and movements
e视人苦 Worldwide population growth The worlds population is showing explosive growth: It totaled 6. 1 billion in 2000 and will exceed 7. 9 billion by the year 2025 Explosive population growth has major implications for business a growing population does not mean growing markets unless these markets have sufficient purchasing power. 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 8 Worldwide Population Growth • The world’s population is showing explosive growth: It totaled 6.1 billion in 2000 and will exceed 7.9 billion by the year 2025. • Explosive population growth has major implications for business. • A growing population does not mean growing markets unless these markets have sufficient purchasing power
e视人苦 Population Age mix National populations vary in their age mix There is a global trend toward an aging population A population can be subdivided into six age groups Preschool School-age children eens Young adults age 25 to 40 Middle-aged adults age 40 to 65 Older adults ages 65 and up For marketers the most populous age groups shape the marketing environment 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 9 Population Age Mix • National populations vary in their age mix. • There is a global trend toward an aging population. • A population can be subdivided into six age groups: – Preschool – School-age children – Teens – Young adults age 25 to 40 – Middle-aged adults age 40 to 65 – Older adults ages 65 and up • For marketers, the most populous age groups shape the marketing environment
e视人苦 Ethnic and other markets Countries vary in ethnic and racial makeup Ethnic groups have certain specific wants and buying habits Marketers must be careful not to over generalize about ethnic groups Within each ethnic group are consumers who are quite different from each other Diversity goes beyond ethnic and racial markets E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery product 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 10 Ethnic and Other Markets • Countries vary in ethnic and racial makeup. • Ethnic groups have certain specific wants and buying habits. • Marketers must be careful not to over generalize about ethnic groups. • Within each ethnic group are consumers who are quite different from each other. • Diversity goes beyond ethnic and racial markets. – E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery products