Scanning the Marketing Environment参考.ppt

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 Economic Environment Social/Cultural Environment Social/Cultural Environment Review Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments Objectives Influences on Buying Behavior Buyer Decision Making Simple Response Model Model of Buying Behavior Cultural Factors Social Factors Influences on Consumer Behavior Psychological Factors Maslow’s Hierarchyof Needs Four Types of Buying Behavior Consumer BuyingProcess Decision Making Sets Steps Between Evaluation of Alternatives and a Purchase Decision How Customers Use orDispose of Products Review Influences on Buying Behavior Buyer Decision Making * ?2000 Prentice Hall * Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets Income 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 Of Organizations Of Nature Of Oneself Of Society Of th