市场营销学英文版最新版教学课件第3章

Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
Figure 3.1 - Actors in the Microenvironment
The Company
• Interrelated groups in a company form the internal environment
• Departments share the responsibility for understanding customer needs and creating customer value.
Learning Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Learning Objective 3-1
• Describe the environmental forces that affect the
company’s ability to serve its customers.
Marketing Environment
• Outside forces that affect marketing management’s ability to build and maintain successful relationships with target customers
Learning Objective 3-3 Summary
• Natural environment
– Shortage of raw materials and high pollution levels – Government intervention – Environmental sustainability
Publics
• Publics: any group that Байду номын сангаасas an actual or potential interest in or impact on an organization’s ability to achieve its objectives
– Financial – Media – Government – Citizen action – Local – General – Internal
Natural Environment
• Physical environment and natural resources needed as inputs by marketers or affected by marketing activities
– Environmental sustainability concerns have grown
• Government agencies investigate and ban potentially unsafe products.
Technological Environment (2 of 2)
Disney is taking RFID technology to new levels with its cool new MagicBand RFID wristband.
Suppliers (1 of 2)
• Provide the resources needed by the company to produce its goods and services
• Supplier problems seriously affect marketing
– Supply shortages or delays – Labor strikes – Price trends of key inputs
Learning Objective 3-1 Summary
• Company’s microenvironment
– Company, suppliers, marketing intermediaries – Competitors, publics, customers
• Forces in the company’s macroenvironment
promote, sell, and distribute its products to final buyers.
– Resellers – Physical distribution firms – Marketing services agencies – Financial intermediaries
Demographic Environment (1 of 3)
• Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Competitors
• Marketers must gain strategic advantage by positioning products strongly against competitors.
• No single strategy is best for all companies.
GE’s Artistry appliance line is designed to target Millennials.
Economic Environment
• Economic factors affect consumer purchasing power and spending
– Changes in consumer spending – Differences in income distribution
Marketing Intermediaries (2 of 2)
Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support.
Customers
• Five types of customer markets
– Consumer markets – Business markets – Reseller markets – Government markets – International markets
Figure 3.2 - Major Forces in the Company’s Macroenvironment
Marketing: An Introduction
Thirteenth Edition
Chapter 3
Analyzing the Marketing
Environment
Learning Objectives (1 of 4)
3-1. Describe the environmental forces that affect the company’s ability to serve its customers.
• Economic environment
– Changes in consumer spending and income
distribution
Learning Objective 3-3
• Identify the major trends in the firm’s natural and technological environments.
3-2. Explain how changes in the demographic and economic environments affect marketing decisions.
3-3. Identify the major trends in the firm’s natural and technological environments.
Learning Objectives (2 of 4)
3-4. Explain the key changes in the political and cultural environments.
3-5. Discuss how companies can react to the marketing environment.
• Marketers analyze:
– Changing age and family structures – Geographic population shifts – Educational characteristics – Population diversity
Demographic Environment (2 of 3)