市场营销学英文版最新版教学课件第3章
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
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
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
promote, sell, and distribute its products to final buyers.
– Resellers – Physical distribution firms – Marketing services agencies – Financial intermediaries
– Demographic – Economic – Natural – Technological – Political and cultural
Learning Objective 3-2
• Explain how changes in the demographic and economic environments affect marketing decisions.
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.
Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
Learning Objective 3-1 Summary
• Company’s microenvironment
– Company, suppliers, marketing intermediaries – Competitors, publics, customers
• Forces in the company’s macroenvironment
• Marketers analyze:
– Changing age and family structures – Geographic population shifts – Educational characteristics – Population diversity
Demographic Environment (2 of 3)
• New technologies create new markets and opportunities.
– Radio-frequency identification (RFID) is technology to
track products through various points in the distribution channel.
Competitors
• Marketers must gain strategic advantage by positioning p百度文库oducts strongly against competitors.
• No single strategy is best for all companies.
Publics
• Publics: any group that has 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
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
First Stop: Kellogg Losing Its Snap, Crackle, and Pop?
Kellogg’s cereal brands have helped define the American breakfast experience. As American lifestyles and breakfast-eating behaviors have changed, Kellogg has lost some of its snap, crackle, and pop.
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.
• Microenvironment: Actors close to the company that affect its ability to serve its customers
• Macroenvironment: Larger societal forces that affect the microenvironment
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.
• 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.
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
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 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.
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.
• The U.S. population contains several generational groups:
– Baby Boomers – Generation X – Millennials (or Generation Y) – Generation Z
Demographic Environment (3 of 3)
Marketing Intermediaries (2 of 2)
Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support.
Learning Objective 3-3 Summary
• Natural environment
– Shortage of raw materials and high pollution levels – Government intervention – Environmental sustainability
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 Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Economic Environment
• Economic factors affect consumer purchasing power and spending
– Changes in consumer spending – Differences in income distribution
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
promote, sell, and distribute its products to final buyers.
– Resellers – Physical distribution firms – Marketing services agencies – Financial intermediaries
– Demographic – Economic – Natural – Technological – Political and cultural
Learning Objective 3-2
• Explain how changes in the demographic and economic environments affect marketing decisions.
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.
Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
Learning Objective 3-1 Summary
• Company’s microenvironment
– Company, suppliers, marketing intermediaries – Competitors, publics, customers
• Forces in the company’s macroenvironment
• Marketers analyze:
– Changing age and family structures – Geographic population shifts – Educational characteristics – Population diversity
Demographic Environment (2 of 3)
• New technologies create new markets and opportunities.
– Radio-frequency identification (RFID) is technology to
track products through various points in the distribution channel.
Competitors
• Marketers must gain strategic advantage by positioning p百度文库oducts strongly against competitors.
• No single strategy is best for all companies.
Publics
• Publics: any group that has 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
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
First Stop: Kellogg Losing Its Snap, Crackle, and Pop?
Kellogg’s cereal brands have helped define the American breakfast experience. As American lifestyles and breakfast-eating behaviors have changed, Kellogg has lost some of its snap, crackle, and pop.
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.
• Microenvironment: Actors close to the company that affect its ability to serve its customers
• Macroenvironment: Larger societal forces that affect the microenvironment
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.
• 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.
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
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 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.
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.
• The U.S. population contains several generational groups:
– Baby Boomers – Generation X – Millennials (or Generation Y) – Generation Z
Demographic Environment (3 of 3)
Marketing Intermediaries (2 of 2)
Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support.
Learning Objective 3-3 Summary
• Natural environment
– Shortage of raw materials and high pollution levels – Government intervention – Environmental sustainability
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 Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity