kotler营销管理（第11版） ppt课件_8.pptVIP

Chapter 6Scanning the Marketing Environmentby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing Today you have to run faster to stay in place. Chapter Objectives In this chapter, we focus on two questions: What are the key methods for tracking and identifying opportunities in the macroenvironment? What are the key demographic, economic, natural, technological, political, and cultural developments? Analyzing Needs and Trends in the Macroenvironment Trend Fad Megatrends Identifying and Responding to the Major Macroenvironment Forces The substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth of world trade and investment, especially tripolar trade (North America, Western Europe, Far East) The movement of manufacturing capacity and skills to lower cost countries. The rising economic power of several Asian countries in world markets. The rise of trade blocks such as the European Union and NAFTA signatories. Identifying and Responding to the Major Macroenvironment Forces The severe debt problems of a number of countries, along with the increasing fragility of the international financial system. The increasing use of barter and countertrade to support international transactions. The move toward market economies in formerly socialist countries along with rapid privatization of publicly owned companies. The rapid dissemination of global lifestyles. The gradual opening of major new markets, namely China, India, eastern Europe, the Arab countries, and Latin America. Identifying and Responding to the Major Macroenvironment Forces The increasing tendency of multinationals to transcend their locational and national characteristics and become transnational firms. The increasing number of cross-border corporate strategic alliances–for example, MCI and British Telecom, and Texas Instruments and Hitachi. The increasing ethnic and religious conflicts in certain countries and regio