Genesis Management Services Pty Ltd gmservices.com.au
genesis
SERVICES
EXPERIENCE
THE MARKETING ENVIRONMENT
1. Introduction
spot changes and adapt
"macro" means totality of relevant major institutions & external forces.
analysing the marketing environment is the first step in target market analysis.
2. Demographic
World population doubling every 33 years.
Australian population:
HIGHER - marriageable age, marriages, household formation, divorce, re-marriage, life expectancy, education, child dependance, women working, non-family households, migrant diversity.
LOWER - fertility rate, birth rate, no. of children per family
3. Economic
slower real growth as real income affected by higher taxes, inflation & unemployment.
inflation push on prices.
higher savings & debt.
changing consumer expenditure patterns (more on major items, luxuries & services).
4. Ecology
shortage of raw materials
cost of energy
pollution, conservation, etc.
5. Technology
accelerating rate of change
huge R & D budgets
increased regulation.
6. Politics
increased regulation
growth of public interest groups
7. Cultural
core values change little (e.g. attitude to work, marriage, honesty)
secondary beliefs more changeable
more pleasure-seeking & self-realisation
more open & easy relationships
less loyalty to institutions
less religious conviction.