科特勒营屏销管理15.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/Cultura