营销学教学课件（英文版）pom12_media03.pptVIP

The Company’s Macroenvironment Trends include: Migratory movements between and within countries Moving from rural to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separating Demographic Environment Geographic Shift in Population The Company’s Macroenvironment Demographic Environment Changes in the Workforce Trends include: More educated More white collar More professional The Company’s Macroenvironment Demographic Environment Increased Diversity Markets are becoming more diverse International National Includes: Ethnicity Gay and lesbian Disabled The Company’s Macroenvironment Economic Environment Economic environment consists of factors that affect consumer purchasing power and spending patterns Subsistence economies consume most of their own agriculture and industrial output Industrial economies are richer markets The Company’s Macroenvironment Economic Environment Changes in Income Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price The Company’s Macroenvironment Economic Environment Changes in Income Income distribution Upper-class consumers Middle-class consumers Working-class consumers Underclass consumers The Company’s Macroenvironment Economic Environment Changes in Consumer Spending Patterns Ernst Engel—Engel’s Law As income rises: The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increases The Company’s Macroenvironment Natural Environment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increase government intervention Environmentally sustainable strategies Green marketing The Company’s Macroenvironment Most dramatic force in changing the marketplace with many positive and negative effects Internet Medicin