文档介绍：SMALL FORCES?
Microtrends: The Small Forces Behind Tomorrow’s Big Changes, Mark Penn, NY: Hatchet Book Group, 2007, ISBN: 0-446-58096-1
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While most futuristic gurus have looked to the large change agents, Penn takes an unusual approach.
He looks at the world of small changes that may not even be noticed by most people.
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“…you can’t understand the world anymore only in terms of megatrends, or universal experiences.”(p. xx)
In today’s splintered societies, you have to understand the intense identity groups, the microtrends.
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“Lately there has been something of a cottage industry of marketers and sociologists who will tell you the Ten or Fifteen Things You Must Know to get through the next two or five or ten years.”(p. xx)
What? He slammed sociologists?
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These people who are trying to market themselves “…define and refine the world around them with ever cuter and cleverer names for the consumer, cultural, and personal changes going on in society.”(p. xx)
Penn is critical of some of the macro change analysis with cute packaging.
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Penn finds new perspective in micro trends.
His book identifies 75 categories of people which he says represent important microtrends.
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SAMPLES OF MICROTREND GROUPS
married
Working retired
Interracial families
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Old new dads
Militant illegals
Shy millionaires
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Uptown tattooed
XXX men
Americas home schooled
Educated terrorists
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These are a sampling of the categories of people who are viewed by Penn as representing microtrends that are changing parts of the world.
There are so many – 75 in the book but hundreds more – that only this sampling will be mentioned here.
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