# data[].attributes.body
Watching+ reacting to forces in the environment

# data[].attributes.body
Taking aggressive actions:  affect forces in the environment

# data[].attributes.body
Reacting+ adapting to the environment

# data[].attributes.body
Renewed interest in spirituality

# data[].attributes.body
•Some feel ruled by it

•Some feel in harmony with it

•Some seek to master it

# data[].attributes.body
•Patriots defend it

•Reformers want to change it

•Malcontents want to leave it

# data[].attributes.body
Yankelovich Monitor’s consumer segments:
•Do-It-Yourselfers—recent movers

•Adventurers

# data[].attributes.body
more open to change

# data[].attributes.body
passed from parent to child: by schools, churches, businesses and governments

# data[].attributes.body
Institutions+ other forces: affect a society’s basic values+ perceptions+ behaviors.

# data[].attributes.body
Cause-related marketing

# data[].attributes.headline
Increased Emphasis on Ethics+ Socially Responsible Actions

# data[].attributes.subject
Increased Emphasis on Ethics+ Socially Responsible Actions

# data[].attributes.body
•Protect companies

•Protect consumers

•Protect the interests of society

# data[].attributes.body
Public policy: guide commerce sets of laws+ regulations

# data[].attributes.body
Laws+ government agencies+ pressure groups: influence or limit various organizations+ individuals

# data[].attributes.body
•Internet

•Medicine

•Miniaturization

•Weapons

•Credit cards

•Communication

# data[].attributes.headline
Market changes with many positive+ negative effects

# data[].attributes.subject
Market changes with many positive+ negative effects

# data[].attributes.body
•Shortages of raw materials

•Increased pollution

•Increased government intervention

•Environmentally sustainable strategies

•Green marketing

# data[].attributes.body
Essential natural resources: input by marketers+ affected by marketing activities

# data[].attributes.body
As income rises:

•Percentage spent on food declines

•Percentage spent on housing remains constant

•Percentage spent on savings increases

# data[].attributes.body
•Upper-class consumers

•Middle-class consumers

•Working-class consumers

•Underclass consumers

# data[].attributes.body
A combination of quality+ service at a fair price

# data[].attributes.body
Richer markets

# data[].attributes.body
Consume of their own agriculture+ industrial output.

# data[].attributes.body
Affect consumer purchasing power+ spending patterns

# data[].attributes.body
Markets are becoming more diverse

•International

•National

Trends include:

•Ethnicity

•Gay and lesbian

•Disabled

# data[].attributes.body
Trends include:

•More educated

•More white collar

•More professional

# data[].attributes.body
Trends include:

Migratory movements between and within countries

Moving from rural to metropolitan areas

Changes in where people work:

- Telecommuting

- Home office

- Divorce or separation

# data[].attributes.body
More people are:

•Divorcing or separating

•Choosing not to marry

•Choosing to marry later

•Marrying without intending to have children

•Higher divorce rates

•Increased number of working women

•More stay-at-home dads

# data[].attributes.body
People born between 1977 and 1994
The Internet generation

# data[].attributes.body
People born between 1965 and 1976
• Have high divorce rates

• Are concerned about the environment

• Respond to socially responsible companies

• Are less materialistic

• Emphasize quality of life

• Consumer organizations, environment groups,
and minority groups

# data[].attributes.body
People born between 1946 and 1964
Most affluent Asians

# data[].attributes.body
Segment people by lifestyle rather than age

# data[].attributes.headline
Changing Age Structure of the Population

# data[].attributes.subject
Changing Age Structure of the Population

# data[].attributes.body
Age
Family structure
Geographic population shifts
Educational characteristics
Population diversity

# data[].attributes.body
The study of human populations

# data[].attributes.body
Workers
Managers
Volunteers
Directors

# data[].attributes.body
The company’s public image

# data[].attributes.body
Neighborhood residents+ community organizations

# data[].attributes.body
Consumer organizations
Environment groups
Minority groups

# data[].attributes.body
Product safety+ truth in advertising

# data[].attributes.body
News
Features
Editorial opinion
Newspapers
Magazines
Radio
Television stations

# data[].attributes.body
The company’s ability to obtain:
Funds—banks
Investment houses
Stockholders

# data[].attributes.headline
Industry size+ position relative to competitors

# data[].attributes.subject
Industry size+ position relative to competitors

# data[].attributes.headline
Product positioning relative to competitors

# data[].attributes.subject
Product positioning relative to competitors

# data[].attributes.body
Buyers in other countries:
Consumers
Producers
Resellers
Governments

# data[].attributes.body
: Produce public services or transfer goods+ services to others

# data[].attributes.body
: further processing

# data[].attributes.body
: personal consumption

# data[].attributes.body
: resell at a profit

# data[].attributes.body
The distribution channel firms

# data[].attributes.body
• Wholesalers

• Retailers

# data[].attributes.body
The distribution channel firms

# data[].attributes.headline
Finance transactions+ insure against the risks of buying + selling goods.

# data[].attributes.subject
Finance transactions+ insure against the risks of buying + selling goods.

# data[].attributes.body
Banks
Credit companies
Insurance companies

# data[].attributes.headline
Company target+ promote products => the right markets.

# data[].attributes.subject
Company target+ promote products => the right markets.

# data[].attributes.body
Maketing research firms
Advertising agencies
Media firms
marketing consulting firms

# data[].attributes.body
: produce goods+ services

# data[].attributes.body
• Top management

• Finance

• R&D

• Purchasing

• Operations

• Accounting

# data[].attributes.body
The team's ability to achieve the organization's goals

# data[].attributes.body
Buy goods+ services

# data[].attributes.body
The actors+ forces outside maketing

# data[].attributes.body
Views on Responding

# data[].attributes.body
The larger societal forces that affect the microenvironment

# data[].attributes.body
Those actors who made up company’s value delivery network