销售-管理有利润的客户关系1

1、The MarketingEnvironmentChapter 40ObjectivesKnow the environmental forces that affect the companys ability to serve its customers.Realize how changes in the demographic and economic environments affect marketing decisions. 1ObjectivesIdentify the major trends in the firms natural and technological e

2、nvironments.Know the key changes in the political and cultural environments.Understand how companies can react to the marketing environment.2Case Study“Millennial fever” set the stage to bring back the BeetleVWs investment: $ 560 million Demand quickly outstripped supplyThe new VW beetle enjoyed cro

3、ss-generational appealEarned many awardsBeetle now accounts for over 25% of company salesVolkswagenDiscussion: Will the flower-power Microbus succeed next?3Key EnvironmentsMarketing EnvironmentThe actors and forces that affect a firms ability to build and maintain successful relationships with custo

4、mers.Aspects of the marketing environment: Microenvironment Macroenvironment4Actors Affecting a Firms Ability to Serve CustomersThe MicroenvironmentCompanySuppliersCustomer MarketsCompetitorsPublicsMarketing Intermediaries5The MicroenvironmentDepartments within the company impact marketing planning.

5、Suppliers help create and deliver customer value.Treat suppliers as partners.Marketing intermediaries help sell, promote, and distribute goods.Intermediaries take many forms.6The MacroenvironmentCustomer markets must be studied.Consumer, business, government, reseller and international markets exist

6、.Successful companies provide better customer value than the competition.Size and industry position help to determine the appropriate competitive strategy.Various publics must also be considered.7Types of PublicsThe MicroenvironmentFinancialMediaGovernmentLocalGeneralInternal Citizen Action8Macroenv

7、ironmental ForcesThe MacroenvironmentDemographicEconomicNaturalTechnologicalPoliticalCultural9The MacroenvironmentKey Demographic TrendsWorld population growthChanging age structure The U.S. population consists of seven generational groups.Baby boomers, Generation X, and Generation Y are key groups.

8、 Distinct segments typically exist within these generational groups.10The MacroenvironmentBorn between 1946 and 1964Represent 28% of the population; earn 50% of personal incomeMany mini-segments exist within the boomer groupEntering peak earning years as they matureLucrative market for travel, enter

9、tainment, housing, and moreBaby BoomersGeneration XGeneration YKey Generations11The MacroenvironmentBorn between 1965 and 1976First latchkey childrenMaintain a cautious economic outlookShare new cultural concernsRepresent $125 billion in annual purchasing powerWill be primary buyers of most goods by

10、 2010Baby BoomersGeneration XGeneration YKey Generations12The MacroenvironmentBorn between 1977 and 199472 million strong; almost as large a group as their baby boomer parentsNew products, services, and media cater to GenYComputer, Internet and digitally saavyChallenging target for marketersBaby Boo

11、mersGeneration XGeneration YKey Generations13The MacroenvironmentKey Demographic TrendsChanging American householdGeographic population shiftsBetter-educated, more white-collar workforceIncreasing Diversity14The MacroenvironmentThe Economic Environment Affects consumer purchasing power and spending

12、patterns.Two types of national economies: subsistence vs. industrial.U.S. consumers now spend carefully and desire greater value.15The MacroenvironmentKey Economic Trends U.S. income distribution is skewed. Upper class, middle class, working class and the underclass. Rich are getting richer, the mid

13、dle class is shrinking, and the underclass remains poor.Consumer spending patterns are changing.16The MacroenvironmentThe Natural EnvironmentConcern for the natural environment has grown steadily, increasing the importance of these trends: Shortage of raw materials Increased pollution Increased gove

14、rnmental intervention17The MacroenvironmentKey Technological Trends The technological environment is characterized by rapid change.New technologies create new opportunities and markets but make old technologies obsolete.The U.S. leads the world in research and development spending.18The Macroenviron

15、mentThe Political EnvironmentIncludes laws, governmental agencies, and pressure groups that impact organizations and individuals. Key trends include: Increased legislation to protect businesses as well as consumers. Changes in governmental agency enforcement. Increased emphasis on ethical behavior a

16、nd social responsibility.19The MacroenvironmentThe Cultural EnvironmentIs composed of institutions and other forces that affect a societys basic values, perceptions, preferences, and behaviors.Culture can influence decision making.Core beliefs are persistent; secondary cultural values change and shift more easily.The cultural values of a society are expressed through peoples views.20Cultural values are expressed via how people view:The MacroenvironmentThemselvesOthersOrganizationsSocietyNatureThe Universe21Responding to the Marketing EnvironmentReactive: Passi