1. Analyzing the marketing environment and opportunities

2. Needs and Trends To create new solutions to unmet needs. They are: A fad – unpredictable, short-lived, without social and economic significance. Trend Megatrends — large social, economic, political and technological changes are formed, they influence us for some time.

3. Ten Megatrends shaping the consumer markets Aging Boomers Delayed retirement The changing nature of work Greater educational attainment – esp. among women Labor shortages – in some areas Increased immigration

4. lli Rising Hispanic influence Shifting birth trends Changing age structure Widening geographical differences in population growth con ’ d

5. The Demographic environment Worldwide population growth Population age mix — the global trend toward aging population For marketers, most populous age groups shape the mktg environment Baby Boomers (1946-1964) 78 million Generation Xers (1965-1976) 45 million

6. Continued Generation Y, ( born 1977-1994) or the echo boomers, they are 72 million strong. They are comfortable with computer and internet technology.

7. Ethnic and Other Markets According to the 2010 census, U.S. population of 312 million; Hispanic accounts for 16%, fast growing population (50 million) Blacks account for 13.5% Asians – 5% Whites – 64% Disabled Americans — 50 million World population – 6,967 million

8. Educational groups Five educational groups: illiterates, high school dropouts, high school diplomas, college degrees, and professional degrees. U.S. has one of world ’ s highest % of college-educated citizens – 36%.

9. Household Patterns Traditional household- a husband, wife and children – only a/c for 25%. Nontraditional households – one out of eight Married couple household – 48 % Single H/H living along- 30% Children born to single parent- 33% Gay - est. 4-8 % of population

10. Economic Environment Income distribution (Medium HH income $49,445. Medium family income $61,556 in 2010, 1.3% dropped from 2009. CPI $47,580) Saving, debt, and credit availability Outsourcing and free trade

11. Social-Cultural Environment High persistence of core values, such as to work, in getting married, in giving to charity, and in being honest. Existence of subcultures Shifts of secondary cultural values ( such as getting married late)

12. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressure Changing role of governments

13. Technological environment Every new technology is a force for “ creative destruction ” Accelerating pace of change Unlimited opportunities for innovation Increased regulation of technological change

14. Political-Legal Environment Increase in business legislation Growth of special interest groups (such as Tea Party Movement, Occupy Wallstreet Movement, Go green, etc. )

15. Video: Market Diversity and Targeting