市场营销课件 3 2014副本

1、Its good and good for youChapter 3 Analyzing the Marketing Environment营销环境分析Analyzing the Marketing Environment The Companys Microenvironment The Companys Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Politic

2、al and Social Environment The Cultural Environment Responding to the Marketing EnvironmentTopic OutlineThe Marketing EnvironmentMarketing Environment(市场营销环境市场营销环境) includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationship

3、s with target customers.市场营销环境由影响市场营销管理者与其目标顾客建立和市场营销环境由影响市场营销管理者与其目标顾客建立和维持稳固关系的能力的所有外部行为者和力量构成维持稳固关系的能力的所有外部行为者和力量构成Marketing Environment(营销环境营销环境)Microenvironment(微观环境微观环境)Macroenvironment(宏观环境宏观环境)The Marketing EnvironmentMicroenvironment( (微观环境微观环境) ) consists of the actors close to the company

4、 that affect its ability to serve its customers, the company( (公司）公司）, suppliers(供应商), marketing intermediaries(营销中介), customer markets ( (消费者消费者) ), competitors(竞争者), and publics (公众）The Companys MicroenvironmentActors in the Microenvironment微微观环观环境的影响因素境的影响因素The Companys Microenvironment Top manag

5、ement Finance R&D Purchasing Operations AccountingThe Company 公司公司The Companys Microenvironment Provide the resources to produce goods and services Treat as partners to provide customer valueSuppliers 供应商供应商The Companys Microenvironment Help the company to promote, sell and distribute its products t

6、o final buyersMarketing Intermediaries 营销中介营销中介The Companys MicroenvironmentTypes of Marketing Intermediaries营销中介类型营销中介类型The Companys Microenvironment Firms must gain strategic advantage by positioning their offerings against competitors offeringsCompetitors竞争对手竞争对手 Budget competitors（预算竞争者） It is n

7、ot only important to focus on your direct competitors, but also all marketers that target your customers and therefore compete with you for their income. Substitute competitors（替代品竞争者） Brand competitors（品牌竞争者） Direct competition（直接竞争者）, category competition（品类竞争者）CompetitorsThe Companys Microenviron

8、mentPublics公众公众 Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives Financial publics( (金融公众金融公众) ): which affect the companys ability to obtain funds, such as banks, investment companies and stockholders. Media publics( (媒体公众媒体公众) ):

9、 which carry news, features and editorial opinion for or against the company Government publics( (政府公众政府公众) ) Citizen-action publics( (民间团体公众民间团体公众) ): interest groups Local publics( (社区公众社区公众) ) General publics( (一般公众一般公众) ) (perceived image) Internal publics( (内部公众内部公众) ): the companys employees a

10、nd managersThe Companys MicroenvironmentAs we emphasized all time, customers are the most important actors in the companys microenvironment.Consumer marketsBusiness marketsGovernment marketsInternational marketsCustomers 消费者消费者Porters 5 Competitive ForcesNew entrantsSuppliers Substitutes Buyers Indu

11、stry CompetitorsBargaining Power of SuppliersBargaining Power of BuyersThreat of SubstitutesThreat of New Entrants五力模型图五力模型图潜在进入者潜在进入者 供应商供应商 替代品替代品 购买者购买者行业竞争状态行业竞争状态讨价还价能力讨价还价能力新进入者的威胁新进入者的威胁替代产品或服务的威胁替代产品或服务的威胁讨价还价能力讨价还价能力The Marketing EnvironmentMacroenvironment( (宏观环境宏观环境) ) consists of the for

12、ces that affect its ability in a larger environment, demography( (人口统计）人口统计）, economic(经济), natural(自然), technological( (技术技术) ), political(政治), and cultural (文化）The Companys MacroenvironmentThe Companys MacroenvironmentDemography( (人口统计人口统计) ): the study of human populations- size, density, locatio

13、n, age, gender, race, occupation, and other statistics Demographic environment( (人口统计环境人口统计环境) ): involves people, and people make up markets Demographic trends( (人口统计趋势人口统计趋势) ): shifts in age, family structure, geographic population, educational characteristics, and population diversityDemographic

14、 EnvironmentThe Companys Macroenvironment Changing age structure of the population Baby boomers( (生育高峰一代生育高峰一代) ) include people born between 1946 and 1964 Most affluent AmericansDemographic EnvironmentThe Companys Macroenvironment Generation X(X(X一代一代) ) includes people born between 1965 and 1976 H

15、igh parental divorce rates Cautious economic outlook Less materialistic Family comes firstDemographic EnvironmentThe Companys Macroenvironment Millennials( (千禧一代千禧一代) ) (gen Y or echo boomers) include those born between 1977 and 2000 Comfortable with technology Tweens (ages 812) Teens (1319) Young a

16、dults (20s)Demographic EnvironmentThe Companys MacroenvironmentGenerational marketing( (代营销代营销) ) is important in segmenting people by lifestyle of life state instead of ageDemographic EnvironmentThe Companys MacroenvironmentMore people are: Divorcing or separating Choosing not to marry Choosing to

17、marry later Marrying without intending to have childrenIncreasing number of working womenIncreasing number of stay-at-home dadsDemographic EnvironmentThe Companys Macroenvironment Growth in U.S. West and South and decline in Midwest and Northeast Move from rural to metropolitan areas Change in where

18、 people work Telecommuting Home officeDemographic EnvironmentThe Companys Macroenvironment Changes in the Workforce More educated More white collarDemographic EnvironmentThe Companys MacroenvironmentDemographic EnvironmentIncreased DiversityMarkets are becoming more diverseInternationalNationalInclu

19、des:Ethnicity( (种族问题种族问题) )Gay and lesbian (同性恋、双性恋、同性恋、双性恋、变变性者性者)Disabled ( (残疾人残疾人) )The Companys MacroenvironmentEconomic environment( (经济环境经济环境) ) consists of factors that affect consumer purchasing power and spending patterns Industrial economies are richer markets Subsistence economies consum

20、e most of their own agriculture and industrial outputEconomic EnvironmentThe Companys MacroenvironmentValue marketing offering financially cautious buyers greater valuethe right combination of quality and service at a fair priceEconomic EnvironmentThe Companys MacroenvironmentNatural environment( (自

21、然环境自然环境) ): natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Increased shortages of raw materials Increased pollution Increased government intervention Increased environmentally sustainable strategiesNatural EnvironmentThe Companys Macroenv

22、ironmentTechnological Environment Most dramatic force in changing the marketplace New products, opportunities Concern for the safety of new productsTechnological Environment Forces that create new technologies, creating new product and market opportunities. Positive results Transportation methods, I

23、nternet & information technology - retailing Inventory control systems, etc. Negative results Unemployment Misuse of information, etc.The Companys MacroenvironmentPolitical environment( (政治环境政治环境) ):laws, government agencies, and pressure groups that influence or limit various organizations and indi

24、viduals in a given societyPolitical and Social EnvironmentThe Companys Macroenvironment Legislation regulating business (规规制企制企业业的法律的法律) Increased legislation Changing government agency enforcement Increased emphasis on ethics (对伦对伦理和社会理和社会责责任活任活动动的日益重的日益重视视) Socially responsible behavior Cause-rela

25、ted marketing(关联营销)Political and Social EnvironmentThe Companys MacroenvironmentCultural environment( (文化环境文化环境) ) consists of institutions and other forces that affect a societys basic values(基基础础价价值观值观), perceptions(认认知知), and behaviors(行行为为)Cultural EnvironmentThe Companys MacroenvironmentCore be

26、liefs and values (核心信念和价核心信念和价值观值观)are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and governmentSecondary beliefs and values(次核心信念和价次核心信念和价值观值观) are more open to change and include peoples views of themselves, others, organization, soci

27、ety, nature, and the universeCultural EnvironmentPersistence of Cultural ValuesResponding to the Marketing EnvironmentViews on RespondingAnalyze the Marketing Environment SWOT Analysis Strengths What does the company do well? Is the company strong in its market? Does the company have a strong sense of purpose and the culture to support that purpose? Weaknesses What does the company do poorly? What problems could be avoided? Does the company have serious financial liabilities? Threats What are the competitors doing well? What obstacles does the company fa