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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

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chapter three

CHAPTER THREE

Environmental Forces in an e-commerce World:

The Macroenvironment

objectives
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
The 21st Century
  • Emergence of the “Global Village”
  • New opportunities
  • New global challenges

www.census.gov/ipc/www/wp98.html

the 21st century1
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

Physical

environ.

Science

&

Tech.

Economic

&

Competition

Socio-

cultural

Demo-

graphic

Political

&

Legal

Macroenvironmental Influences on the Marketing Mix

Marketing

Mix

macroenvironment physical environment
Ecological systems

Natural resources

Climate

Geography

Pollution levels

Water & Air

Macroenvironment:Physical Environment
key american values
Key American Values
  • Freedom
  • Achievement & success
  • Work ethic
  • Equality
  • Patriotism/nationalism
  • Individual responsibility & self-fulfillment
macroenvironment demography
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

Age & Generations

Aging “boomers”

Generation “X”

Generation “Y”

Macroenvironment:Key Trends

D

  • Changing household
  • Family & household income
  • Multicultural population
demographics age segments in the u s

Y

?

X

Generation Y

1979-1994

Generation X

1965-1976

Baby Boomers

1946-1965

Seniors

Pre-1946

Demographics: Age Segments in the U.S.
macroenvironment changing world populations
Macroenvironment: Changing World Populations
  • Europe
  • Pacific Rim
  • South and Central America
  • Asia
world population growth
World Population Growth

2050

8.9 billion

2010

7 billion

Billions of people

1930

2 billion

1820

1 billion

1987

5 billion

macroenvironment science and technology
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
Macroenvironment: Economic & Competitive Forces
  • Competitive Structure
    • Pure competition
    • Monopolistic competition
    • Oligopoly
    • Monopoly
macroenvironment economic competitive forces1
Macroenvironment: Economic & Competitive Forces
  • Economic conditions
  • Business cycle
  • Economic health
macroenvironment politics and laws
Macroenvironment: Politics and Laws

Limit Actions

Require Actions

Prohibit Actions

macroenvironment politics and laws1
Macroenvironment: Politics and Laws
  • Three levels of U.S. law
    • Federal
    • State
    • Local
  • International laws
    • Individual countries
    • Multinational bodies (e.g., European Union)
review
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