CH05 PPT市场营销学理论实践案例课件.docxVIP

Ghapter

Scanningthe

MarketingEnvironment

MarketingManagementTenthEdition

PhilipKotler

Objectives

πTrackingIdentifyingOpportunitiesintheMacroenvironment

πDemographic,Economic,Natural,Technological,Political,CulturalDevelopments

Todayyouhavetorunfastertostayinthesameplace.

Macro-environmentalForces

nWorldtradeenablers

nAsianeconomicpowernRiseoftradeblocs

出美国

出

品寿命周期日本

品寿命周期

第三世界国家

Macro-environmentalForces

xOpeningof“new”markets

nEmergingtransnationalfirms

nCros

DemographicEnvironment

WorldwidePopulationGrowth

PopulationAgeMix

EthnicMarkets

EducationalGroups

HouseholdPatterns

GeographicalShiftsinPopulation

ShiftfromMassMarkettoMicromarkets

EconomicEnvironment

IncomeDistribution

Subsistenceeconomies

Raw-material-exportingeconomies

IndustrializingeconomiesIndustrialeconomies

Savings,Debt,CreditAvailability

ChangingRoleofGovernment

HigherPollutionLevels

HigherPollutionLevels

ShortageofRawMaterials

Environment

IncreasedCostsofEnergy

AcceleratingPaceUnlimitedOpportunities

ofChangeforInnovation

IssuesintheTechnologicalEnvironment

Varying

RDBudgets

IncreasedRegulation

IncreasedLegislation

Political-

Legal

Environment

Special-InterestGroups

Social/CulturalEnvironment

Of

Oneself

OfOf

theUniverseViewSOthers

ThatExpress

OfOf

Of

Of

Nature

Organizations

Of

Society

Social/CulturalEnvironment

Existence

Subcu/tculturalValue

Subcu/t

ShiftsofSecondaryCultuValuesThroughTime

Review

nTrackingIdentifyingOpportunitiesintheMacroenvironment