2686288
Description
Mind Map by CAROL Chan, updated more than 1 year ago
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Created by CAROL Chan
over 9 years ago
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Ch.3 Scanning the
Marketing Environment
and Capturing Markets
- Analyzing the
Marcoenvironment
- Find Market Opportunities
- identifying trends
- direction or sequences of
events that have some
momentum and durability
- direction or sequences of
events that have some
momentum and durability
- Identifying megatrands
- major social, economic,
political , and technological
changes that have
long-lasting influence
- major social, economic,
political , and technological
changes that have
long-lasting influence
- identifying trends
- Find Market Opportunities
- Trends Shaping the business
Landscape
- Profound shifts in centers
of economic activity
- Increase in public-sector activity
- Changes in consumer landscape
- technology connectivity
- Scarcity of well-trained talent
- increase in demand for
natural resources
- Emergence of new global industry structures
- ubiquitous access to information
- Management shifts
from art to science
- increase in security of big business practices
- Profound shifts in centers
of economic activity
- Environmental forces
- Demographic
- Population growth
- Population age mix
- Ethnic markets
- Educational groups
- Household patterns
- Geographical shifts
- Population growth
- Political-Legal
- Technological
- Natural
- Shortage of raw materials
- Increased energy costs
- Anti-pollution pressures
- Governmental protections
- Shortage of raw materials
- Economic
- Consumer environmental segments
- True Blue Greens (30%)
- True Blue Greens (30%)
- Consumer environmental segments
- Social-Cultural
- Views of themselves
- views of others
- view of organizations
- view of society
- view of nature
- view of the universe
- Views of themselves
- Demographic
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