What is Macromarketing ?
the study of how goods and services are produced, advertised and sold in a country, a area and how this affects or is affected by political, social, an economic condition in this area
Macromarketing is used in order to ?
- spot, localize potential changes on the market
- Recognize needs and trends
- Identify business opportunities, threats and stakes
What are we talking about ?
business environment monitoring
all about understanding the macroenvironment background
Trends ?
general development or change in a situation
- trends or megatrends
What are the 8 megatrends background to monitor ?
- demography
- Personal growth
- Enabling technology
- Economic interconnectivity
- Government (political) debt
- Climate Change
- Stress on ressources
- Urbanization
What is the macroenvironment background ?
- 8 megatrends
- considering the global population growth and the shortage of ressources
- impact on trends : threats and opportunities (SWOT)
- in order to qualify general orientation from the present towards the future
What is a megatrend ?
a long-term and overarching pattern or force of change that has a significant and transformative impact on society, the economy, industries, and businesses.
What is a trend ?
are often global in scope and can shape the direction of multiple aspects of life and commerce.
What is macroenvironment ?
- refers to the external and uncontrollable factors and forces that affect an organization’s operating environment.
- These factors are often beyond the control of the organization itself but can have a significant impact on its operations, strategies, and overall success.
Who makes up trends ?
people
Why is macroenvironment analyze represents ?
it is essential to knnow the characteristics of the market and his evolution in time
Demography : population evolution
- Population size
- Pop growth
- Distribution according to age
- Educational background
- Family structure and size
- Population mobility
What are the social, cultural transformation ?
- Evolution of societies under the influence of new values
- transformation of role in the society :
- Cultural diversity
- Change in values (personal and collective values)
Evolution of societies under the influence of new values
- Democratization of educational
- increasing use of internet and information technology
- make it easier to get around and travel
- globalization of markets
- democracy and democratisation
Markets are either what or what ?
Physical place or virtual
Purchasing power of people, companies is what ?
- a funtion of the economic structure of a country : macroeconomic situation, income, expenses of individuals and households.
What are the 4 types of economic structure ?
1- Subsistence economy
2- Economy exporting raw materials
3- Economy in the process of industrialization
4- Industrial and post-industrial economy
What are the economic trends and their impacts ?
- Economic context : globalization, slobalisation
- Gross domestic product (GDP) : measure of the economic health of a country
- Income : purchasing power, gross income, net income and discretionary income
- Expense : main expenses items : accommodation, food, transportation, education
What are the impacts on the consumer society and on natural environment ? 4 issues concern
1- Pollution :
= earth, air, water => responsible consumption and limit’s of earth ressources
2- Climate change :
= Redefining growth
3- Supply and demande for natural ressources
4- Increasing cost of energy :
= impact on production and transport costs
Technological rapid evolution and its impacts ?
Major influence on economic development
Fundamental impact on :
- work
- consumer behavior
- on society
Knowledge industry
New economy, knowhow and expertise
Investment in human capital
Political environment ?
- social and environment company’s responsibilities
- ethical marketing
- right to property
lesgislative system - protection of the local economy
- Buy american Act
- Free trade agreement ? Rise economic protection
Legal environment :
Personal data protection law C-25
Consumer protection law
