Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

Objectives
 Tracking

& Identifying Opportunities in
the Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

©2000 Prentice Hall

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

©2000 Prentice Hall

Macroenvironmental Forces
 Opening

of “new” markets
 Emerging transnational firms
 Cross-border strategic alliances
 Regional ethnic & religious conflict
 Global branding

©2000 Prentice Hall

Demographic Environment
Worldwide
WorldwidePopulation
Population Growth
Growth
Population
PopulationAge

AgeMix
Mix
Ethnic
EthnicMarkets
Markets
Educational
Educational Groups
Groups
Household
HouseholdPatterns
Patterns
Geographical
Geographical Shifts
Shiftsin
in Population
Population
©2000 Prentice Hall

Shift
Shiftfrom

from Mass
MassMarket
Market to
toMicromarkets
Micromarkets

Economic Environment
Income
Income Distribution
Distribution
Subsistence
Subsistenceeconomies
economies
Raw-material-exporting
Raw-material-exportingeconomies
economies
Industrializing
Industrializingeconomies
economies
Industrial

Industrialeconomies
economies

Savings,
Savings, Debt,
Debt, &
&
Credit
Credit Availability
Availability
©2000 Prentice Hall

Changing
ChangingRole
Role
of
of Government
Government

Higher

HigherPollution
Pollution
Levels
Levels

Natural
Environment

Increased
Increased Costs
Costs
of
of Energy
Energy
©2000 Prentice Hall

Shortage
Shortageof
of
Raw

RawMaterials
Materials

Accelerating
Accelerating Pace
Pace
of
of Change
Change

Unlimited
Unlimited Opportunities
Opportunities
for
for Innovation
Innovation

Issues
Issues in
in the

the Technological
Technological
Environment
Environment

Varying
Varying
R
R&
&D
D Budgets
Budgets
©2000 Prentice Hall

Increased
Increased
Regulation
Regulation

Increased

Increased
Legislation
Legislation
PoliticalPoliticalLegal
Legal
Environment
Environment
SpecialSpecialInterest
Interest
Groups
Groups
©2000 Prentice Hall

Social/Cultural Environment

Of
the Universe

Of
Nature

©2000 Prentice Hall

Of
Oneself

Views
Views
That
That Express
Express
Values
Values
Of
Society

Of
Others

Of

Organizations

Social/Cultural Environment

©2000 Prentice Hall

Review
 Tracking

& Identifying Opportunities in
the Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

©2000 Prentice Hall