Scanning Marketing Environment
Chapter 5: Scanning Marketing Environment
Analyzing needs and trends in the Macroenviroment
Trends
▫ is a directional or sequence of events that some have momentum and durability. ▫ Has longevity, is observable across several market areas and consumer activities and is consistent with other significant indicators occurring or emerging at the same time(Faith Popcorn)
Faith Popcorn points to 16 Trends in the Economy
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Anchoring Being Alive Cashing Out Clanning Cocooning Down-aging Egonomics Fantasy Adventure Female Think Icon Toppling 11. 12. 13. 14. 15. 16. Mancipation 99 lives Pleasure revenge S.O.S (Save our Society) Small Indulgences The Vigilant consumer
Fads
▫ Is unpredictable, short-lived, and with-out social, economical, and political significance. ▫ it refers to a fashion that becomes popular in a culture (or subcultures) relatively quickly, remains popular, often for a rather brief period, then loses popularity dramatically, as it either fades into obscurity, or becomes a regular part of a society's culture.(Wikipedia)
Megatrends
▫ Large social, economic, political, and technological changes [that] are slow to form and once in place, they influence us for some time between seven to ten years or longer.( John Naisbitt )
10 megatrends Naisbitt has identified
1. The booming global economy 2. A renaissance in the arts 3. The emergence of free-market socialism 4. Global lifestyle and cultural nationalism 5. The privatization of the welfare 6. The rise of Pacific Rim 7. The decade of women in leadership 8. The age of biology 9. The religious revival of the new millennium 10.The triumph of individual
Identifying and responding to the major Macroenvironment Forces
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
Analyzing needs and trends in the Macroenviroment
Trends
▫ is a directional or sequence of events that some have momentum and durability. ▫ Has longevity, is observable across several market areas and consumer activities and is consistent with other significant indicators occurring or emerging at the same time(Faith Popcorn)
Faith Popcorn points to 16 Trends in the Economy
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Anchoring Being Alive Cashing Out Clanning Cocooning Down-aging Egonomics Fantasy Adventure Female Think Icon Toppling 11. 12. 13. 14. 15. 16. Mancipation 99 lives Pleasure revenge S.O.S (Save our Society) Small Indulgences The Vigilant consumer
Fads
▫ Is unpredictable, short-lived, and with-out social, economical, and political significance. ▫ it refers to a fashion that becomes popular in a culture (or subcultures) relatively quickly, remains popular, often for a rather brief period, then loses popularity dramatically, as it either fades into obscurity, or becomes a regular part of a society's culture.(Wikipedia)
Megatrends
▫ Large social, economic, political, and technological changes [that] are slow to form and once in place, they influence us for some time between seven to ten years or longer.( John Naisbitt )
10 megatrends Naisbitt has identified
1. The booming global economy 2. A renaissance in the arts 3. The emergence of free-market socialism 4. Global lifestyle and cultural nationalism 5. The privatization of the welfare 6. The rise of Pacific Rim 7. The decade of women in leadership 8. The age of biology 9. The religious revival of the new millennium 10.The triumph of individual
Identifying and responding to the major Macroenvironment Forces
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