市场营销英文PPT 26页

PartOneUnderstandingmarketingandthemarketingprocess\nLectureThreeThemarketingEnvironment\nAtaglanceDescribetheenvironmentalforcesthataffecttheeconomy’sabilitytoserveitscustomersExplainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisionsIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironmentsExplainthekeychangesinthepoliticalandculturalenvironmentsDiscusshowcompaniescanreacttothemarketingenvironments\nTheCompany’sMicro-environmentDirect(Micro-)Environments:internalstructuresupplierscompetitorsmarketingintermediariescustomersandgeneralpublics\nTheMicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironment\nSuppliersIntermediariesFirmpublicsCompetitorsCustomersTheCompany’smicro-environment\nInternalEnvironmentTopManagementManufacturingFinanceR&DAccountingPurchasingMarketing\nCustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarkets\nTypesofPublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneral\nTheCompany’sMacro-environmentIndirect(Macro-)Environments:DemographicenvironmentEconomicenvironmentNaturalenvironmentTechnologicalenvironmentPoliticalenvironmentCulturalenvironment\nTheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenvironment\nDemographicenvironmentChangingagestructureofthepopulationThechangingfamilyGeographicshiftsinpopulationbetter-educatedandmorewhite-collarpopulationIncreasingethicdiversity\nDemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresKeyDemographicTrends\nEconomicenvironmentChangesinincomeincomedistributionupper-classmiddle-classunder-classChangingconsumerspendingpatternsEngel’slaws\nEconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConcernsforMarketers\nNaturalenvironmentShortagesofrawmaterialsIncreasedcostofenergyIncreasedpollutionGovernmentinterventioninnaturalresourcemanagement\nNaturalEnvironmentKeyAreasofConcernintheNaturalEnvironmentShortageofRawMaterialsIncreasedPollutionGovernmentInterventionEnergyCosts\nTechnologicalenvironmentFastpaceoftechnologicalchangeHighR&DbudgetConcentrationonminorimprovementsIncreasedregulation\nTechnologicalEnvironmentFastPaceofChangeHighR&DBudgetsFocusonMinorImprovementsIncreasedRegulationIssuesintheTechnologicalEnvironment\nPoliticalenvironmentLegislationregulatingbusinessprotectorganizationproductconsumersprotecttheinterestsofsocietyChanginggovernmentagencyenforcementIncreasedemphasisonethicsandsociallyresponsibleactions\nPoliticalEnvironmentGreaterConcernforEthicsLegislationEnforcementKeyTrendsinthePoliticalEnvironment\nCulturalenvironmentPersistenceofculturalvaluesCoreculturalSecondaryculturalSubculturesShiftsinsecondaryculturalvaluespeople’sviewofthemselves,others,organizations,society,nature,universe.\nCulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatShowValues\nMacro-environmentMicro-environmentFirm’sinternalenvironmentThemarketingenvironments\nNextweekMarketingresearchandinformationsystemsAssignment:Reviewingthelecture3Textbook(chapter3)/P85-117OrgnizingthediscussionofthecompanycasePage122-124gettinginformationandwritingtheoutletonthemarketingresearchandinformationsystemTextbook(chapter4andappendix1)\n谢谢二月-2216:30:5216:3016:30二月-22二月-2216:3016:3016:30:52二月-22二月-2216:30:522022/2/116:30:52