Ch.3 Scanning the Marketing Environment and Capturing Markets

Ch.3 Scanning the Marketing Environment and Capturing Markets

1. Analyzing the Marcoenvironment

   • Find Market Opportunities
     • identifying trends
       • direction or sequences of events that have some momentum and durability
     • Identifying megatrands
       • major social, economic, political , and technological changes that have long-lasting influence

2. Trends Shaping the business Landscape

   • Profound shifts in centers of economic activity
   • Increase in public-sector activity
   • Changes in consumer landscape
   • technology connectivity
   • Scarcity of well-trained talent
   • increase in demand for natural resources
   • Emergence of new global industry structures
   • ubiquitous access to information
   • Management shifts from art to science
   • increase in security of big business practices

3. Environmental forces

   • Demographic
     • Population growth
     • Population age mix
     • Ethnic markets
     • Educational groups
     • Household patterns
     • Geographical shifts
   • Political-Legal
   • Technological
   • Natural
     • Shortage of raw materials
     • Increased energy costs
     • Anti-pollution pressures
     • Governmental protections
   • Economic
     • Consumer environmental segments
       • True Blue Greens (30%)
   • Social-Cultural
     • Views of themselves
     • views of others
     • view of organizations
     • view of society
     • view of nature
     • view of the universe