TheMarketingEnvironment：市场营销环境.ppt

1、The Marketing Environment,3,Principles of Marketing,The Marketing Environment,The marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers,3-4,The Marketing Environment,Marketing Env

2、ironment 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,3-5,The Companys Microenvironment,Marketing Environment Macroenvironment consists of the

3、larger societal forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural,3-6,The Companys Microenvironment,The Company Suppliers Marketing intermediaries Customers Competitors Publics,3-7,The Companys Microenvironment,The Company Internal environment incl

4、udes: Top management Finance R&D Purchasing Operations Accounting,3-8,The Companys Microenvironment,Suppliers Provide the resources to produce goods and services Treated as partners to provide customer value,3-9,The Companys Microenvironment,Help the company to promote, sell, and distribute its prod

5、ucts to final buyers Include: Resellers Physical distribution firms Marketing services agencies Financial intermediaries,3-10,Marketing Intermediaries,The Companys Microenvironment,Marketing Intermediaries Resellers are the distribution channel firms that help the company find customers or make sale

6、s to them Include: Wholesalers Retailers,3-11,The Companys Microenvironment,Marketing Intermediaries Physical distribution firms are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination,3-12,The Companys Microenvironment,

7、Marketing Intermediaries Marketing service agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets,3-13,The Companys Microenvironment,Marketing Intermediaries Financial int

8、ermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods,3-14,The Companys Microenvironment,Customers Customer markets consist of individuals and households that b

9、uy goods and services for personal consumption Business markets buy goods and services for further processing or for use in their production process,3-15,The Companys Microenvironment,Customers Reseller markets buy goods and services to resell at a profit Government markets buy goods and services to

10、 produce public services or transfer goods and services to others who need them International markets consist of buyers in other countries including consumers, producers, resellers, and governments,3-16,The Companys Microenvironment,Competitors Firms must gain strategic advantage by positioning thei

11、r offerings against competitors offerings,3-17,The Companys Microenvironment,Publics Financial publics influence the companys ability to obtain fundsbanks, investment houses, and stockholders Media publics carry news, features, and editorial opinionnewspapers, magazines, and radio and television sta

12、tions Government publics influence product safety and truth in advertising,3-19,The Companys Microenvironment,Publics Citizen-action publics include consumer organizations, environment groups, and minority groups Local publics include neighborhood residents and community organizations General public

13、s influence the companys public image Internal publics include workers, managers, volunteers, and directors,3-20,The Companys Macroenvironment,Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

14、 Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity,3-22,The Companys Macroenvironment,Demographic Environment Changing Age S

15、tructure of the Population Generational marketing is important in segmenting people by lifestyle of life state instead of age,3-23,The Companys Macroenvironment,Baby boomers include people born between 1946 and 1964 Most affluent Americans,3-24,Demographic Environment Changing Age Structure of the P

16、opulation,The Companys Macroenvironment,Demographic Environment Changing Age Structure of the Population Generation X includes people born between 1965 and 1976 High divorce rates Concerned about the environment Respond to socially responsible companies Less materialistic Quality of life Consumer or

17、ganizations, environment groups, and minority groups,3-25,The Companys Macroenvironment,Generation Y includes people born between 1977 and 2000 Internet generation,3-26,Demographic Environment Changing Age Structure of the Population,The Companys Macroenvironment,Demographic Environment The Changing

18、 American Family More people are: Divorcing or separating Choosing not to marry Choosing to marrying later Marrying without intending to have children Higher divorce rates Increased number of working women Stay-at-home dads,3-27,The Companys Macroenvironment,Trends include: Migratory movements betwe

19、en and within countries Moving from rural to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separating,3-28,Demographic Environment Geographic Shifts in Population,The Companys Macroenvironment,Demographic Environment Increasing Diversity Markets are becoming

20、more diverse International National Trends Include: Ethnicity Gay and lesbian Disabled,3-30,The Companys Macroenvironment,Economic Environment Changes in Income Income distribution Upper-class consumers Middle-class consumers Working-class consumers Underclass consumers,3-33,The Companys Macroenviro

21、nment,Natural Environment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increased government intervention Environmentally sustainable strategies Green market

22、ing,3-35,The Companys Macroenvironment,Political Environment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society,3-38,The Companys Macroenvironment,Political Environment Legislation regulati

23、ng business Public policy to guide commercesets of laws and regulations that limit business for the good of society at large Increasing legislation Protect companies Protect consumers Protect the interests of society,3-39,The Companys Macroenvironment,Political Environment Increased Emphasis on Ethi

24、cs and Socially Responsible Actions Socially responsible behavior occurs when firms actively seek out ways to protect the long-term interests of their consumers and the environment Cause-related marketing,3-41,The Companys Macroenvironment,Cultural Environment Cultural environment consists of instit

25、utions and other forces that affect a societys basic values, perceptions, and behaviors,3-42,The Companys Macroenvironment,Cultural Environment Persistence of Cultural Values Core beliefs and values have a high degree of persistence, are passed on from parents to children, and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change,3-43,The Companys Macroenvironment,Cultural Environment Shifts in Secondar