2. 3-2
Chapter Questions
• What are the key methods for tracking and
identifying opportunities in the macro
environment?
• What are some important macro environment
developments?
4. 4
Trends Shaping the
Business Landscape
• Profound shifts in
centers of economic
activity
• Increases in public-
sector activity
• Change in consumer
landscape
• Technological
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 scrutiny of
big business practices
6. 6
Population and Demographics
• Population growth
• Population age mix
• Ethnic markets
• Educational groups
• Household patterns
• Geographical shifts
11. 11
Economic Environment
• Income Distribution
• Savings, Debt, and
Credit
• Levi’s has responded to
changes in income
distribution by offering
an upscale line and a
mass market line
12. 12
Social-Cultural Environment
Views of themselvesViews of themselves
Views of othersViews of others
Views of natureViews of nature
Views of organizationsViews of organizations
Views of societyViews of society
Views of the universeViews of the universe
15. 15
Table 3.3 Most Popular
American Leisure Activities
• Reading
• TV watching
• Spending time with
family
• Going to movies
• Fishing
• Computer activities
• Gardening
• Renting movies
• Walking
• Exercise
• Listening to music
21. 21
Marketing Discussion
What brands do you feel
successfully speak to you?
Effectively target your age group?
Which ones do not?
What could they do better?
22. 22
Marketing Debate
Is consumer behavior more a function
of a person’s age or generation?
Take a position:
1. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.