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

2. Objectives
Tracking & Identifying Opportunities in the Macroenvironment
Demographic, Economic, Natural, Technological, Political, & Cultural Developments

3. 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

4. Macroenvironmental Forces
Opening of “new” markets
Emerging transnational firms
Cross-border strategic alliances
Regional ethnic & religious conflict
Global branding

5. Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Educational Groups
Household Patterns
Geographical Shifts in Population
Shift from Mass Market to Micromarkets

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

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

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

9. Increased
Legislation
Political-
Legal
Environment
Special-
Interest
Groups

10. Social/Cultural EnvironmentOf
the Universe Of
Oneself Of
Others
Views
That Express
Values Of
Nature Of
Organizations Of
Society

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