Marketing Environment Chapter 5 Scanning the Marketing Environment Marketing Management Tenth Edition Philip Kotler

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

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

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

Changing Role of Government Natural Environment Higher Pollution Levels Shortage of Raw Materials Increased Costs of Energy

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

Increased Legislation Political- Legal Environment Special- Interest Groups

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

Social/Cultural Environment High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values Through Time