Professional Documents
Culture Documents
Chapter 3 Marketing Mba
Chapter 3 Marketing Mba
Chapter 3 Marketing Mba
– Fad
– Trend
– Megatrend
Demographic Natural
Economic Technological
Socio-cultural Political-legal
• Educational groups
• Household patterns
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The Economic Environment
CONSUMER PSYCHOLOGY
INCOME DISTRIBUTION
Views of Views of
ourselves society
Views of Views of
others nature
• Subcultures
– Groups with shared values, beliefs,
preferences, and behaviors emerging from
their special life experiences or circumstances
Unlimited opportunities
for innovation
Increased regulation of
technological change
LAWS
GOVERNMENT AGENCIES
PRESSURE GROUPS
– Available market
– Target market
– Penetrated market
Copyright © 2016 Pearson Education, Inc. 3-19
Figure 3.1
Ninety Types of Demand
Measurement
• Market-penetration
index
• Share-penetration
index
Market forecast
Market potential
Company demand
– Market-buildup method