Embed Size (px)
Citation preview
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Kotler on Kotler on MarketingMarketing
Today Today you have you have to run to run faster to faster to stay in stay in place.place.
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
The substantial speedup of international The substantial speedup of international transportation, communication, and transportation, communication, and financial transactions, leading to the rapid financial transactions, leading to the rapid growth of world trade and investment, growth of world trade and investment, especially tripolar trade (North America, especially tripolar trade (North America, Western Europe, Far East)Western Europe, Far East)
The movement of manufacturing capacity The movement of manufacturing capacity and skills to lower cost countries.and skills to lower cost countries.
The rising economic power of several Asian The rising economic power of several Asian countries in world markets.countries in world markets.
The rise of trade blocks such as the The rise of trade blocks such as the European Union and NAFTA signatories.European Union and NAFTA signatories.
Identifying and Responding to the Identifying and Responding to the Major Macroenvironment ForcesMajor Macroenvironment Forces
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
The severe debt problems of a number of The severe debt problems of a number of countries, along with the increasing fragility of countries, along with the increasing fragility of the international financial system.the international financial system.
The increasing use of barter and countertrade The increasing use of barter and countertrade to support international transactions.to support international transactions.
The move toward market economies in The move toward market economies in formerly socialist countries along with rapid formerly socialist countries along with rapid privatization of publicly owned companies.privatization of publicly owned companies.
The rapid dissemination of global lifestyles.The rapid dissemination of global lifestyles. The gradual opening of major new markets, The gradual opening of major new markets,
namely China, India, eastern Europe, the Arab namely China, India, eastern Europe, the Arab countries, and Latin America.countries, and Latin America.
Identifying and Responding to the Identifying and Responding to the Major Macroenvironment ForcesMajor Macroenvironment Forces
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
The increasing tendency of The increasing tendency of multinationals to transcend their multinationals to transcend their locational and national characteristics locational and national characteristics and become transnational firms.and become transnational firms.
The increasing number of cross-border The increasing number of cross-border corporate strategic alliances–for corporate strategic alliances–for example, MCI and British Telecom, and example, MCI and British Telecom, and Texas Instruments and Hitachi.Texas Instruments and Hitachi.
The increasing ethnic and religious The increasing ethnic and religious conflicts in certain countries and conflicts in certain countries and regions.regions.
The growth of global brands in autos, The growth of global brands in autos, food, clothing, electronics.food, clothing, electronics.
Identifying and Responding to the Identifying and Responding to the Major Macroenvironment ForcesMajor Macroenvironment Forces
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Demographic EnvironmentDemographic Environment
Worldwide Population GrowthWorldwide Population Growth
Population Age MixPopulation Age Mix
Ethnic MarketsEthnic Markets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Geographical Shifts in PopulationGeographical Shifts in Population
Shift from Mass Market to Micro marketsShift from Mass Market to Micro markets
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Economic EnvironmentEconomic Environment
Income DistributionIncome Distribution
v. Low Incomev. Low Income
Mostly Low IncomeMostly Low Income
v. Low, v. high Incomev. Low, v. high Income
Low, medium, high IncomeLow, medium, high Income
Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability
Mostly Medium IncomeMostly Medium Income
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
NaturalEnvironment
Higher PollutionLevels
Higher PollutionLevels
Increased Costsof Energy
Increased Costsof Energy
Shortage of Raw MaterialsShortage of
Raw Materials
Changing Roleof GovernmentChanging Roleof Government
Natural Environment
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Accelerating Paceof Change
Accelerating Paceof Change
Unlimited Opportunitiesfor Innovation
Unlimited Opportunitiesfor Innovation
IncreasedRegulation
IncreasedRegulation
Issues in the TechnologicalEnvironment
Issues in the TechnologicalEnvironment
VaryingR & D Budgets
VaryingR & D Budgets
Technological Environment
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Political-Legal
Environment
Political-Legal
Environment
IncreasedLegislation
IncreasedLegislation
Special-InterestGroups
Special-InterestGroups
Political- Legal Environment
Dr. Saleh AlqahtaniDr. Saleh Alqahtani
Social/Cultural EnvironmentSocial/Cultural Environment
OfOfOrganizationsOrganizations
OfOfNatureNature
OfOfOneselfOneself
OfOfSocietySociety
OfOfthe Universethe Universe
OfOfOthersOthers
ViewsThat Express
Values
ViewsThat Express
Values
