《市场营销》（英文版） Chapter 5 Macroenvironmental forces

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

Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, Credit Availability p @2000 Prentice Hall

©2000 Prentice Hall Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability

Changing Role of Government Higher Pollution Natural Shortage of Levels Environment Raw Materials Increased Costs of Energy @2000 Prentice Hall

©2000 Prentice Hall Natural Environment Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government

Accelerating Pace Unlimited Opportunities of Change for Innovation Issues in the Technological Environment Varying Increased R&d Budgets Regulation @2000 Prentice Hall

©2000 Prentice Hall Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Issues in the Technological Environment Varying R & D Budgets

Increased Legislation Political Legal Environment Special- Interest @2000 Prentice Hall

©2000 Prentice Hall Political￾Legal Environment Increased Legislation Special￾Interest Groups

Social/Cultural Environment of Oneself Of Of the Universe Views/Others That Express Of Values Of Nature rganizations Of Society @2000 Prentice Hall

©2000 Prentice Hall Social/Cultural Environment Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Views Others That Express Values