CH05 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料.pptVIP

Objectives Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments 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 Macroenvironmental Forces Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic religious conflict Global branding Demographic Environment Economic Environment Social/Cultural Environment Social/Cultural Environment Review Tracking Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, Cultural Developments * ?2000 Prentice Hall * Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, Credit Availability Natural Environment Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Issues in the Technological Environment Varying R D Budgets Political- Legal Environment Increased Legislation Special- Interest Groups Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values