市场营销学第三章..
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Chapter 3
Analyzing the Marketing Environment
3- 1
Analyzing the Marketing Environment
Topic Outline
• • • • • • • • • The Company’s Microenvironment The Company’s Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Political and Social Environment The Cultural Environment Responding to the Marketing Environment
3-3
The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
3-4
The Company’s Microenvironment
Actors in the Microenvironment
3-5
The Company’s Microenvironment
The Company
• • • • • •
Top management Finance R&D Purchasing Operations Accounting
– – – – – – – Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics
3-11
The Company’s Microenvironment
Customers
• • • •
Consumer markets Business markets Government markets International markets
3-12
The Company’s Macroenvironment
3-13
The Company’s Macroenvironment
3-2
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
3-8
The Company’s Microenvironment
Types of Marketing Intermediaries
3-14
The Company’s Macroenvironment
Demographic Environment
Demographic Environment
Demography: the study of human populations-size, density, location, age, gender, race, occupation, and other statistics • Demographic environment: involves people, and people make up markets • Demographic trends: shifts in age, family structure, geographic population, educational characteristics, and population diversity
3-10
The Company’s Microenvironment
Publics
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
Resellers
Physical distribution firms Financial intermediaries
3-9
Marketing services agencies
The Company’s Microenvironment
Competitors
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
3-6
The Company’s Microenvironment
Suppliers
• Provide the resources to produce goods and services • Treat as partners to provide customer value
3-7
Fra Baidu bibliotek
The Company’s Microenvironment
Chapter 3
Analyzing the Marketing Environment
3- 1
Analyzing the Marketing Environment
Topic Outline
• • • • • • • • • The Company’s Microenvironment The Company’s Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Political and Social Environment The Cultural Environment Responding to the Marketing Environment
3-3
The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
3-4
The Company’s Microenvironment
Actors in the Microenvironment
3-5
The Company’s Microenvironment
The Company
• • • • • •
Top management Finance R&D Purchasing Operations Accounting
– – – – – – – Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics
3-11
The Company’s Microenvironment
Customers
• • • •
Consumer markets Business markets Government markets International markets
3-12
The Company’s Macroenvironment
3-13
The Company’s Macroenvironment
3-2
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
3-8
The Company’s Microenvironment
Types of Marketing Intermediaries
3-14
The Company’s Macroenvironment
Demographic Environment
Demographic Environment
Demography: the study of human populations-size, density, location, age, gender, race, occupation, and other statistics • Demographic environment: involves people, and people make up markets • Demographic trends: shifts in age, family structure, geographic population, educational characteristics, and population diversity
3-10
The Company’s Microenvironment
Publics
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
Resellers
Physical distribution firms Financial intermediaries
3-9
Marketing services agencies
The Company’s Microenvironment
Competitors
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
3-6
The Company’s Microenvironment
Suppliers
• Provide the resources to produce goods and services • Treat as partners to provide customer value
3-7
Fra Baidu bibliotek
The Company’s Microenvironment