Kotler Mktman 11ce Ch06

8/4/2019 Kotler Mktman 11ce Ch06

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Co ri ht 2004 Pearson Education Canada Inc.

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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.




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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.




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Demographic Environment

Worldwide PopulationGrowth

Population Age Mix

Ethnic and Other

Markets




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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?


11/17Co ri ht 2004 Pearson Education Canada Inc.

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Educational & Literacy Groups

Household Patterns

Geographical Shifts in

Population

From a Mass Market

to Micromarkets





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Economic Environment

Income Distribution Savings, Debt, and

Credit Availability





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Natural Environment

Shortage of Raw Materials Increased Energy Cost

Anti-Pollution Pressures

Changing Role of Governments





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Technological Environment

Accelerating Pace of Change Unlimited Opportunities

for Innovation





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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





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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




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High Persistence of Core

Cultural Values

Existence of subcultures

Subcultures

Shifts of Secondary Cultural

Values through Time



Kotler Mktman 11ce Ch06

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