Professional Documents
Culture Documents
Objectives
Tracking Trends & Identifying Opportunities in the Marketing Environments:
Macroenvironment -- BIG Picture Microenvironment -- Closer-In Internal environment -- you & me
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youve got to peel away a few layers to get to the good stuff!
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Intermediaries
Logistics
Technological Natural
Political Legal
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Competitors
Bruce C. Bailey 1998
Social Cultural
5-5
Macroenvironment
The BIG Picture:
Demographic Economic Natural Technological Political Cultural
Demographic Environment
Worldwide Population Growth
Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass to Micromarkets
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Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies
Natural Environment
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Technological Environment
Accelerating Pace of Change
Increased Regulation
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Political-Legal Environment
Regional Groupings
European Union (EU) NAFTA
Social/Cultural Environment
Of Oneself
Of Of Others the Universe Views That Express Of Of Values Nature Organizations Of Society
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Social/Cultural Environment
High Persistence of Core Cultural Values
e.g. Classic Freedoms of USA
Existence of Sub-cultures
e.g. Hush Puppies, Coke
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Microenvironment
Closer-in Influences
Intermediaries
Publics Competitors Suppliers
Next...
Analyzing Consumer Markets & Consumer Buying Behavior...
5/8/2013
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