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