第三章市场环境1(市场营销学)(1)ppt课件.ppt

Chapter3InternationalMarketingEnvironmentPartI Samantha Goals Ssaresupposedto 1 understandtheglobaltrend 2 gettoknowwhatmarketingenvironmentis 3 learnaboutcomponentsofmacro environmentandmicro environment Introduction Introduction Toseekmutualeconomicbenefitfromreducinginterregionaltradeandtariffbarriershasbecomethemostimportantglobaltrendtoday Theuniversalgoalofmultinationalcooperationiseconomicbenefitfortheparticipants Politicalandsocialbenefitssometimesaccrue 增加 增长 butthedominantmotiveforaffiliationiseconomic Theworldisawashineconomiccooperativeagreementsascountrieslookforeconomicalliancestoexpandaccesstofreemarkets Thissurvivalofthefittest impliesmultiplicationofthefittest Thissurvivalofthefittest iswhatMr Darwinhascalled naturalselection orthepreservationoffavouredracesinthestruggleforlife 达尔文 MarketingEnvironment MarketingEnvironment consistsofthefactorsandforcesoutsidemarketingthataffectmarketingmanagement sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers Includes Microenvironment forcesclosetothecompanythataffectitsabilitytoserveitscustomers Macroenvironment largersocietalforcesthataffectthewholemicroenvironment TheMarketingEnvironment Company Demographic 人口 Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics TheMicroenvironment Company Customers Publics Suppliers Competitors Intermediaries ForcesAffectingaCompany sAbilitytoServeItsCustomers TheCompany sMicroenvironment Company sInternalEnvironment functionalareassuchastopmanagement finance andmanufacturing etc Suppliers providetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe valuedeliverysystem MarketingIntermediaries helpthecompanytopromote sell anddistributeitsgoodstofinalbuyers TheCompany sMicroenvironment Customers fivetypesofmarketsthatpurchaseacompany sgoodsandservices Competitors thosewhoserveatargetmarketwithsimilarproductsandservicesagainstwhomacompanymustgainstrategicadvantage Publics anygroupthatperceivesitselfhavinganinterestinacompany sabilitytoachieveitsobjectives TypesofCustomerMarkets Company ConsumerMarkets InternationalMarkets GovernmentMarkets BusinessMarkets ResellerMarkets Resellersrefertobuyerswhopurchasewiththeintentofsellingthoseproductstoothers Theresellermarketincludeswholesalers retailers anddistributors Resellersmayrestricttheirpurchasestooneproductorbrandorofferavarietyofproductsandbrands Businessvsconsumermarkets BM Thereareasmallnumberofbigcustomersthataccountforalarge ofrevenueCM Everycustomerhasequalvalueandrepresentsasmall ofrevenue BM Salesaremadepersonally themanufacturergetstoknowthecustomerCM Salesaremaderemotely themanufacturerdoesn tmeetthecustomerBM Productsarecustomisedfordifferentcustomers ServiceishighlyvaluedCM Productsarethesameforallcustomers Theserviceelementislow BM Purchasesaremadeforotherstouse imageisimportantwhereitaddsvaluetocustomersCM Purchasesaremadeforpersonaluse imageisimportantforitsownsake BM Thepurchaserisnormallyanintegrator someonedownthesupplychainistheuser CM Thepurchaserisnormallytheuser BM PurchasecostsmaybeasmallpartofthetotalcostsofuseCM CostsarerestrictedtopurchasecostsBM Thepurchaseeventisconductedprofessionallyandincludestender 投标 andnegotiation CM Thepurchaseeventisnotsubjecttotenderandnegotiation BM Theexchangeisoftenoneofstrategicintent ThereisthepotentialforlongtermvalueCM Theexchangeisoneofftransaction 一次性 非经常性交易 Thereisnolong timeview financialservicesdiffer Conclusion Business to businessmarkets B2B aremorefocusedoncustomerrelationshipsthanisnormallytrueforconsumermarkets TypesofPublics Financiali e Banks Mediai e Newspapers Governmenti e Regulations Citizen Actioni e ConsumerGroups Locali e NeighborhoodResidents GeneralPublic Internali e Employees TheMacroenvironment Demographic Technological Cultural Economic Political Natural ForcesthatShapeOpportunitiesandPoseThreatstoaCompany TheCompany sMacroenvironment Demographic studiespopulationsintermsofage gender race occupation locationandotherstatistics Economic factorsthataffectconsumerpurchasingpowerandspendingpatterns Natural naturalresourcesneededasinputsbymarketersorthatareaffectedbymarketingactivities KeyU S DemographicTrends ChangingAgeStructurePopulationisgettingolder ChangingFamilyStructureMarryinglater fewerchildren workingwomen andnonfamilyhouseholds GeographicShiftsMovingtotheSunbeltandsuburbs MSA s IncreasedEducationIncreasedcollegeattendanceandwhite collarworkers GrowingEthnicandRacialDiversity72 Caucasian 13 African American 11 Hispanic 3 Asian Non familyhouseholds Apersonlivingaloneorsharingahomeexclusivelywithunrelatedpeople forexample roommatesorunmarriedpartners 非家庭户 EconomicEnvironment ChangingConsumerSpendingPatterns EconomicDevelopment ChangesinIncome KeyEconomicConcernsforMarketers NaturalEnvironment ShortagesofRawMaterials IncreasedPollution GovernmentalIntervention FactorsAffectingtheNaturalEnvironment TheCompany sMacroenvironment Technological forcesthatcreatenewtechnologies creatingnewproductandmarketopportunities Political laws agenciesandgroupsthatinfluenceandlimitorganizationsandindividualsinagivensociety Cultural institutionsandotherforcesthataffectasociety sbasicvalues perceptions preferences andbehaviors TechnologicalEnvironment RapidPaceofChange UnlimitedOpportunities IncreasedRegulation Practical AffordableProducts IssuesintheTechnologicalEnvironment PoliticalEnvironment SomeTrendsinthePoliticalEnvironmentInclude CulturalEnvironment RespondingtotheMarketingEnvironment EnvironmentalManagementPerspectiveTakingaproactiveapproachtomanagingthemicroenvironmentandthemacroenvironmentbytakingagg