kotler mktman 11ce ch06
TRANSCRIPT
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Chapter 6
Scanning the Marketing Environment
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Kotler on
Marketing
Today you
have to runfaster to stay
in place.
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Chapter Objectives In this chapter, we focus on two questions:
What are the key methods for tracking and
identifying opportunities in themacroenvironment?
What are the key demographic, economic,
natural, technological, political, and cultural
developments?
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Analyzing Needs and Trends in the
Macroenvironment
Trend
Fad Megatrends
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Given the definitions for fads,
trends, and megatrends presented in
the text, how would you define your
online activities? Can you identify
an online trend that is likely
to grow into a megatrend?
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The substantial speedup of international transportation,
communication, and financial transactions, leading to the
rapid growth of world trade and investment, especially
tripolar trade (North America, Western Europe, Far East) The movement of manufacturing capacity and skills to
lower cost countries.
The rising economic power of several Asian countries in
world markets. The rise of trade blocks such as the European Union and
NAFTA signatories.
Identifying and Responding to the Major
Macroenvironment Forces
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The severe debt problems of a number of countries, alongwith the increasing fragility of the international financialsystem.
The increasing use of barter and countertrade to supportinternational transactions.
The move toward market economies in formerly socialistcountries along with rapid privatization of publicly ownedcompanies.
The rapid dissemination of global lifestyles.
The gradual opening of major new markets, namely China,India, eastern Europe, the Arab countries, and LatinAmerica.
Identifying and Responding to the Major
Macroenvironment Forces
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The increasing tendency of multinationals to transcend
their locational and national characteristics and become
transnational firms.
The increasing number of national and cross-bordercorporate strategic alliancesfor example, MCI and British
Telecom, and Texas Instruments and Hitachi.
The increasing ethnic and religious conflicts in certain
countries and regions. The growth of global brands in autos, food, clothing,
electronics.
Identifying and Responding to the Major
Macroenvironment Forces
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Demographic Environment
Worldwide PopulationGrowth
Population Age Mix
Ethnic and Other
Markets
Identifying and Responding to the Major
Macroenvironment Forces
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Can you identify one or more
nations whose populations hold the
promise of huge potential marketsfor consumer goods? How have
pressures from potential marketers
to these untapped consumer
groups driven the political
discussion on a national
and international level?
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Educational & Literacy Groups
Household Patterns
Geographical Shifts in
Population
From a Mass Market
to Micromarkets
Identifying and Responding to the Major
Macroenvironment Forces
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Economic Environment
Income Distribution Savings, Debt, and
Credit Availability
Identifying and Responding to the Major
Macroenvironment Forces
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Natural Environment
Shortage of Raw Materials Increased Energy Cost
Anti-Pollution Pressures
Changing Role of Governments
Identifying and Responding to the Major
Macroenvironment Forces
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Technological Environment
Accelerating Pace of Change Unlimited Opportunities
for Innovation
Identifying and Responding to the Major
Macroenvironment Forces
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Varying R&D Budgets
Increased Regulation of
Technological Change
Political-Legal Environment
Legislation Regulating
Business Growth of Special-Interest
Groups
Consumerist movement
Identifying and Responding to the Major
Macroenvironment Forces
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Social-Cultural
Environment
Views of themselves
Views of others
Views of organizations
Views of society Views of nature
Views of universe
Identifying and Responding to the Major
Macroenvironment Forces
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High Persistence of Core
Cultural Values
Existence of subcultures
Subcultures
Shifts of Secondary Cultural
Values through Time
Identifying and Responding to the Major
Macroenvironment Forces