CHAPTER THREE Environmental Forces in an e-commerce World: The Macroenvironment
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Transcript CHAPTER THREE Environmental Forces in an e-commerce World: The Macroenvironment
CHAPTER THREE
Environmental Forces in an e-commerce
World:
The Macroenvironment
Objectives
Describe foreign and domestic environments
Understand effects of the physical
environment
Understand key cultural forces
Identify effect of key demographic trends
Understand impact of technology
Explain influence of economic conditions
Appreciate influence of the legal environment
The 21st Century
Emergence of the
“Global Village”
New opportunities
New global challenges
www.census.gov/ipc/www/wp98.html
The 21st Century
Macroenvironment (Chapter 3)
Broad societal forces that influence every business
and nonprofit marketer
Microenvironment (Chapter 4)
Consists of its customers and the economic
institutions that shape its marketing practices
Macroenvironmental
Influences on the Marketing
Mix
Science
&
Tech.
Physical
environ.
Marketing
Mix
Sociocultural
Demographic
Economic
&
Competition
Political
&
Legal
Macroenvironment:
Physical Environment
Ecological systems
Natural resources
Climate
Geography
Pollution levels
Water & Air
Macroenvironment:
Sociocultural Forces
Beliefs
Values
Social values
Key American Values
Freedom
Achievement & success
Work ethic
Equality
Patriotism/nationalism
Individual responsibility & self-fulfillment
Macroenvironment:
Demography
“..the study of the size, composition, and
distribution of the human population in
relation to social factors such As geographic
boundaries.”
See: www.census.gov
Macroenvironment:
Key Trends
The changing US
population
Migration
Urbanization
Sunbelt growth
Multicultural
population
Age & Generations
Aging “boomers”
Generation “X”
Generation “Y”
Changing household
Family & household
income
Demographics: Age
Segments in the U.S.
X
Generation X
1965-1976
Seniors
Pre-1946
Baby Boomers
1946-1965
Y
Generation Y
1979-1994
Macroenvironment: Changing
World Populations
Europe
Pacific Rim
South and Central
America
Asia
10
9
8
7
6
5
4
3
2
1
0
2050
8.9 billion
2010
7 billion
1820
1 billion
1930
2 billion
1987
5 billion
16
50
17
00
17
50
16
50
18
20
19
30
19
75
19
87
19
99
20
10
20
50
Billions of people
World Population Growth
Macroenvironment: Science
and Technology
Digital technology and the
Internet
Will change the face of
marketing around the world!
Health technology
Space technology
Communications
technology
Macroenvironment:
Economic & Competitive
Forces
Competitive
Structure
Pure competition
Monopolistic
competition
Oligopoly
Monopoly
Macroenvironment:
Economic & Competitive
Forces
Economic conditions
Business cycle
Economic health
Macroenvironment: Politics
and Laws
Limit Actions
Require Actions
Prohibit Actions
Macroenvironment: Politics
and Laws
Three levels of U.S. law
Federal
State
Local
International laws
Individual countries
Multinational bodies (e.g.,
European Union)
Review
Describe foreign and domestic environments
Understand effects of the physical
environment
Understand key cultural forces
Identify effect of key demographic trends
Understand impact of technology
Explain influence of economic conditions
Appreciate influence of the legal environment