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Chapter 5

Chapter 5. Scanning the Marketing Environment. Marketing Management Tenth Edition Philip Kotler. Objectives. Tracking & Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, & Cultural Developments. Macroenvironmental Forces.

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Chapter 5

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  1. Chapter 5 Scanning the Marketing Environment Marketing Management Tenth Edition Philip Kotler

  2. Objectives • Tracking & Identifying Opportunities in the Macroenvironment • Demographic, Economic, Natural, Technological, Political, & Cultural Developments

  3. 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

  4. Macroenvironmental Forces • Opening of “new” markets • Emerging transnational firms • Cross-border strategic alliances • Regional ethnic & religious conflict • Global branding

  5. Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass Market to Micromarkets

  6. Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability

  7. Changing Role of Government Higher Pollution Levels Shortage of Raw Materials Increased Costs of Energy Natural Environment

  8. Issues in the Technological Environment Accelerating Pace of Change Unlimited Opportunities for Innovation Varying R & D Budgets Increased Regulation

  9. Political- Legal Environment Increased Legislation Special- Interest Groups

  10. Social/Cultural Environment Of Oneself Of Others Of the Universe Views That Express Values Of Nature Of Organizations Of Society

  11. High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values Through Time Social/Cultural Environment

  12. Review • Tracking & Identifying Opportunities in the Macroenvironment • Demographic, Economic, Natural, Technological, Political, & Cultural Developments

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