菲利普.科特勒的“市场营销”讲义05.ppt

Chapter 5
Scanning the
Marketing Management
Tenth Edition
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 ary 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
e 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
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Increased
Regulation
Issues in the Technological
Environment
Varying
R & D Budgets
Political-
Legal
Environment
Increased
Legislation
Special-
Interest
Groups
Social/Cultural Environment
anizations
Of
Nature
Of
Oneself
Of
Society
Of
the Universe
Of
Others
Views
That Express
Values