copyright 2004 © pearson education canada inc. 6-1 chapter 6 scanning the marketing environment
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Chapter Chapter 66Scanning the Marketing EnvironmentScanning the Marketing Environment
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Kotler on Kotler on MarketingMarketing
Today you have to run faster to stay in place.
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Chapter ObjectivesChapter Objectives
• In this chapter, we focus on two questions: – What are the key methods for tracking and
identifying opportunities in the macroenvironment?
– What are the key demographic, economic, natural, technological, political, and cultural developments?
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Analyzing Needs and Trends in the Analyzing Needs and Trends in the MacroenvironmentMacroenvironment
• Trend
• Fad
• Megatrends
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Given the definitions for fads, Given the definitions for fads, trends, and megatrends presented in trends, and megatrends presented in the text, how would you define the text, how would you define youryour online activities? Can you identify online activities? Can you identify an online trend that is likely an online trend that is likely to grow into a megatrend?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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces
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• The severe debt problems of a number of countries, along with the increasing fragility of the international financial system.
• The increasing use of barter and countertrade to support international transactions.
• The move toward market economies in formerly socialist countries along with rapid privatization of publicly owned companies.
• The rapid dissemination of global lifestyles.• The gradual opening of major new markets, namely China,
India, eastern Europe, the Arab countries, and Latin America.
Identifying and Responding to the Major Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment 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-border corporate strategic alliances–for 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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces
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• Demographic Environment– Worldwide Population
Growth– Population Age Mix– Ethnic and Other
Markets
Identifying and Responding to the Major Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces
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Can you identify one or more Can you identify one or more nations whose populations hold the nations whose populations hold the promise of huge potential markets promise of huge potential markets for consumer goods? How have for consumer goods? How have pressures from potential marketers pressures from potential marketers to these untapped consumer to these untapped consumer groups driven the political groups driven the political discussion on a national discussion on a national and international level?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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces
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• Economic Environment– Income Distribution– Savings, Debt, and
Credit Availability
Identifying and Responding to the Major Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment 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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces
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• Technological Environment– Accelerating Pace of Change– Unlimited Opportunities
for Innovation
Identifying and Responding to the Major Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment 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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment 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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment 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 Identifying and Responding to the Major Macroenvironment ForcesMacroenvironment Forces