国际市场营销英文版PPT课件

Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
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Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
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• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.
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Law and regulations
The marketing activities covered by laws and regulations including product testing, packaging, pricing, advertising, and sales to minors.
Everything has to sides. So is the influences of laws and regulations. They can limit marketing activities but also be a source of opportunity for organizations that provide goods and services.
An organization doesn’t function strictly by its own set of rules. It has to serve its customers as well as special interest groups; together, these comprise the political-legal environment. Political-legal environment influences marketing strategies through laws, regulations and political pressures.
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• The people living in a particular society hold many core beliefs and values that tend to persist,and the beliefs are passed on parents,schools,religious,government,
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• Shift of Secondary Cultural Values through
Time : for example in Guangzhou , the attitude of Chinese youths change during these years.
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Technological Environment
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Political pressuቤተ መጻሕፍቲ ባይዱe
This pressure may exist in global marketers. They are affected by agreements between countries and by the laws in countries in which the operate. Some of the more vital political and legal factors in the global environment are international trade agreements.
business,groups.
For example: the government of singapor encourage the people speak mandarin.
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• Various groups shared different values emerging form their special life experience or circumstance. Existence of subculture exhibit different wants and consumption behavior, so markets can choose subcultures as their target market.
2.3 Macroenvironment
macroenviroment : P-political environment
E-economic
S-sociocultural
T-technological
environment
N-natural
P-population
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2.3.1 Political-legal environment