e视人苦 Topic 3 Gathering Information Scanning the Environment 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 1 Gathering Information & Scanning the Environment Topic 3
e视人苦 LEARNING OBJECTIVES After completing this topic you should know Know what are the key methods for tracking and identifying opportunities in the macroenvironment Know what are some important macroenvironment developments 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know what are the key methods for tracking and identifying opportunities in the macroenvironment – Know what are some important macroenvironment developments
e视人苦 What do you see? 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 3 What do you see?
e视人苦 Analyzing the Macroenvironment ·Need& Trends Enterprising individuals and companies manage to create new solutions to unmet needs economic, and political significance, o A fad is"unpredictable, short-lived and without social a trend is a direction or sequence of events that has some momentum and durability. It reveals the shape of the future and provides many opportunities Trends are more predictable and durable than fads political, and technological changes [that] are slow to form 9 Megatrends have been described as"large social, economi and once in place, they influence us for some time-between seven and ten years, or longer 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 4 Analyzing the Macroenvironment • Need & Trends – Enterprising individuals and companies manage to create new solutions to unmet needs. • A fad is “unpredictable, short-lived, and without social, economic, and political significance.” • A trend is a direction or sequence of events that has some momentum and durability. It reveals the shape of the future and provides many opportunities. • Trends are more predictable and durable than fads. • Megatrends have been described as “large social, economic, political, and technological changes [that] are slow to form, and once in place, they influence us for some time—between seven and ten years, or longer
e视人苦 Analyzing the Macroenvironment Identifying the major forces Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats These forces represent noncontrollable to which the company must monitor and respond 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 5 Analyzing the Macroenvironment • Identifying the major forces – Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats. – These forces represent “noncontrollables” to which the company must monitor and respond
e视人苦 Analyzing the Macroenvironment Six major forces Demographic Economic Social-cultural Natural Technological Political-legal 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 6 Analyzing the Macroenvironment • Six major forces – Demographic – Economic – Social-cultural – Natural – Technological – Political-legal
e视人苦 1. Demographic environment Demographic trends are highly reliable for the short and intermediate run The main demographic force that marketers monitor is population because people make up markets Marketers are keenly interested in the Size and growth rate of populations in cities, regions, and nations Age distribution and ethnic mix Educational levels Household patterns Regional characteristics and movements 2008-3-10 Marketing Management UG)
2008-3-10 Marketing Management (UG) 7 1. Demographic Environment • Demographic trends are highly reliable for the short and intermediate run. • The main demographic force that marketers monitor is population because people make up markets. • Marketers are keenly interested in the: – Size and growth rate of populations in cities, regions, and nations. – Age distribution and ethnic mix. – Educational levels. – Household patterns. – Regional characteristics and movements
e视人苦 Worldwide population growth The worlds population is showing explosive growth: It totaled 6. 1 billion in 2000 and will exceed 7. 9 billion by the year 2025 Explosive population growth has major implications for business a growing population does not mean growing markets unless these markets have sufficient purchasing power. 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 8 Worldwide Population Growth • The world’s population is showing explosive growth: It totaled 6.1 billion in 2000 and will exceed 7.9 billion by the year 2025. • Explosive population growth has major implications for business. • A growing population does not mean growing markets unless these markets have sufficient purchasing power
e视人苦 Population Age mix National populations vary in their age mix There is a global trend toward an aging population A population can be subdivided into six age groups Preschool School-age children eens Young adults age 25 to 40 Middle-aged adults age 40 to 65 Older adults ages 65 and up For marketers the most populous age groups shape the marketing environment 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 9 Population Age Mix • National populations vary in their age mix. • There is a global trend toward an aging population. • A population can be subdivided into six age groups: – Preschool – School-age children – Teens – Young adults age 25 to 40 – Middle-aged adults age 40 to 65 – Older adults ages 65 and up • For marketers, the most populous age groups shape the marketing environment
e视人苦 Ethnic and other markets Countries vary in ethnic and racial makeup Ethnic groups have certain specific wants and buying habits Marketers must be careful not to over generalize about ethnic groups Within each ethnic group are consumers who are quite different from each other Diversity goes beyond ethnic and racial markets E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery product 2008-3-10 Marketing Management ( UG)
2008-3-10 Marketing Management (UG) 10 Ethnic and Other Markets • Countries vary in ethnic and racial makeup. • Ethnic groups have certain specific wants and buying habits. • Marketers must be careful not to over generalize about ethnic groups. • Within each ethnic group are consumers who are quite different from each other. • Diversity goes beyond ethnic and racial markets. – E.g., More than 50 million Americans have disabilities and they constitute a market for home delivery products