市场营销课件32014副本

Chapter3

AnalyzingtheMarketingEnvironment

营销环境分析

Chapter3

AnalyzingtheMarkAnalyzingtheMarketingEnvironmentTheCompany’sMicroenvironmentTheCompany’sMacroenvironemntTheDemographicMarketingEnvironmentTheEconomicEnvironmentTheNaturalEnvironmentTheTechnologicalEnvironmentThePoliticalandSocialEnvironmentTheCulturalEnvironmentRespondingtotheMarketingEnvironmentTopicOutlineAnalyzingtheMarketingEnviroTheMarketingEnvironment MarketingEnvironment(市场营销环境)

includestheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.

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MarketingEnvironment(营销环境)Microenvironment(微观环境)Macroenvironment(宏观环境)TheMarketingEnvironment Mark

TheMarketingEnvironment

Microenvironment(微观环境)

consistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers,thecompany(公司）,suppliers(供应商),

marketingintermediaries(营销中介),customermarkets(消费者),competitors(竞争者),andpublics(公众）

TheMarketingEnvironment Mic

TheCompany’sMicroenvironmentActorsintheMicroenvironment微观环境的影响因素

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentTopmanagementFinanceR&DPurchasingOperationsAccountingTheCompany公司

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentProvidetheresourcestoproducegoodsandservicesTreataspartnerstoprovidecustomervalueSuppliers供应商

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironment

Helpthecompanytopromote,sellanddistributeitsproductstofinalbuyersMarketingIntermediaries营销中介

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentResellers转售商Physicaldistributionfirms实体分销机构Marketingservicesagencies营销服务机构Financialintermediaries金融中介TypesofMarketingIntermediaries营销中介类型

TheCompany’sMicroenvironmenTheCompany’sMicroenvironmentFirmsmustgainstrategicadvantagebypositioningtheirofferingsagainstcompetitors’offeringsCompetitors竞争对手TheCompany’sMicroenvironmentBudgetcompetitors（预算竞争者）Itisnotonlyimportanttofocusonyourdirectcompetitors,butalsoallmarketersthattargetyourcustomersandthereforecompetewithyoufortheirincome.Substitutecompetitors（替代品竞争者）Brandcompetitors（品牌竞争者）Directcompetition（直接竞争者）,categorycompetition（品类竞争者）CompetitorsBudgetcompetitors（预算竞争者）Compe

TheCompany’sMicroenvironmentPublics公众Anygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectivesFinancialpublics(金融公众):whichaffectthecompany’sabilitytoobtainfunds,suchasbanks,investmentcompaniesandstockholders.Mediapublics(媒体公众):whichcarrynews,featuresandeditorialopinionfororagainstthecompanyGovernmentpublics(政府公众)Citizen-actionpublics(民间团体公众):interestgroupsLocalpublics(社区公众)Generalpublics(一般公众)(perceivedimage)Internalpublics(内部公众):thecompany’semployeesandmanagers

TheCompany’sMicroenvironmenTheCompany’sMicroenvironment Asweemphasizedalltime,customersarethemostimportantactorsinthecompany’smicroenvironment.ConsumermarketsBusinessmarketsGovernmentmarketsInternationalmarketsCustomers消费者TheCompany’sMicroenvironmentPorter’s5CompetitiveForcesNewentrantsSuppliersSubstitutesBuyersIndustryCompetitorsBargainingPowerofSuppliersBargainingPowerofBuyersThreatofSubstitutesThreatofNewEntrantsPorter’s5CompetitiveForcesN五力模型图潜在进入者供应商替代品购买者行业竞争状态讨价还价能力新进入者的威胁替代产品或服务的威胁讨价还价能力五力模型图潜在进入者供应商替

TheMarketingEnvironment

Macroenvironment(宏观环境)

consistsoftheforcesthataffectitsabilityinalargerenvironment,demography(人口统计）,economic(经济),

natural(自然),technological(技术),political(政治),andcultural(文化）

TheMarketingEnvironment Mac

TheCompany’sMacroenvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment Demography(人口统计):thestudyofhumanpopulations--size,density,location,age,gender,race,occupation,andotherstatisticsDemographicenvironment(人口统计环境):involvespeople,andpeoplemakeupmarketsDemographictrends(人口统计趋势):shiftsinage,familystructure,geographicpopulation,educationalcharacteristics,andpopulationdiversityDemographicEnvironmentTheCompany’sMacroenvironment

TheCompany’sMacroenvironmentChangingagestructureofthepopulationBabyboomers(生育高峰一代)includepeoplebornbetween1946and1964MostaffluentAmericansDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentGenerationX(X一代)includespeoplebornbetween1965and1976HighparentaldivorceratesCautiouseconomicoutlookLessmaterialisticFamilycomesfirstDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentMillennials(千禧一代)(genYorechoboomers)includethosebornbetween1977and2000ComfortablewithtechnologyTweens(ages8–12)Teens(13–19)Youngadults(20’s)DemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironment Generationalmarketing(代营销)

isimportantinsegmentingpeoplebylifestyleoflifestateinsteadofageDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentMorepeopleare:DivorcingorseparatingChoosingnottomarryChoosingtomarrylaterMarryingwithoutintendingtohavechildrenIncreasingnumberofworkingwomenIncreasingnumberofstay-at-homedadsDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentGrowthinU.S.WestandSouthanddeclineinMidwestandNortheastMovefromruraltometropolitanareasChangeinwherepeopleworkTelecommutingHomeofficeDemographicEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironmentChangesintheWorkforceMoreeducatedMorewhitecollarDemographicEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentDemographicEnvironmentIncreasedDiversityMarketsarebecomingmorediverseInternationalNationalIncludes:Ethnicity(种族问题)Gayandlesbian(同性恋、双性恋、变性者)Disabled(残疾人)TheCompany’sMacroenvironment

TheCompany’sMacroenvironment

Economicenvironment(经济环境)consistsoffactorsthataffectconsumerpurchasingpowerandspendingpatternsIndustrialeconomiesarerichermarketsSubsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutputEconomicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironment Valuemarketingofferingfinanciallycautiousbuyersgreatervalue—therightcombinationofqualityandserviceatafairpriceEconomicEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment

Naturalenvironment(自然环境):naturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesTrendsIncreasedshortagesofrawmaterialsIncreasedpollutionIncreasedgovernmentinterventionIncreasedenvironmentallysustainablestrategiesNaturalEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentTechnologicalEnvironmentMostdramaticforceinchangingthemarketplaceNewproducts,opportunitiesConcernforthesafetyofnewproductsTheCompany’sMacroenvironmentTechnologicalEnvironmentForcesthatcreatenewtechnologies,creatingnewproductandmarketopportunities.PositiveresultsTransportationmethods,Internet&informationtechnology--retailingInventorycontrolsystems,etc.NegativeresultsUnemploymentMisuseofinformation,etc.TechnologicalEnvironmentForceTheCompany’sMacroenvironment Politicalenvironment(政治环境):laws,governmentagencies,andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensocietyPoliticalandSocialEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentLegislationregulatingbusiness(规制企业的法律)IncreasedlegislationChanginggovernmentagencyenforcementIncreasedemphasisonethics(对伦理和社会责任活动的日益重视)SociallyresponsiblebehaviorCause-relatedmarketing(关联营销)PoliticalandSocialEnvironmentTheCompany’sMacroenvironment

TheCompany’sMacroenvironment

Culturalenvironment(文化环境)consistsofinstitutionsandotherforcesthataffectasociety’sbasicvalues(基础价值观),perceptions(认知),andbehaviors(行为)CulturalEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment Corebeliefsandvalues(核心信念和价值观)arepersistentandarepassedonfromparentstochildrenandarereinforcedbyschools,churches,businesses,andgovernment Secondarybeliefsandvalues(次核心信念和价值观)

aremoreopentochangeandincludepeople’sviewsofthemselves,others,organization,society,nature,andtheuniverseCulturalEnvironmentPersistenceofCulturalValuesTheCompany’sMacroenvironmentRespondingtotheMarketing

EnvironmentUncontrollable不可控反应ReactandadapttoforcesintheenvironmentProactive主动反应AggressiveactionstoaffectforcesintheenvironmentReactive激活响应WatchingandreactingtoforcesintheenvironmentViewsonRespondingRespondingtotheMarketing

EAnalyzetheMarketingEnvironmentSWOTAnalysis

StrengthsWhatdoesthecompanydowell?Isthecompanystronginitsmarket?Doesthecompanyhaveastrongsenseofpurposeandtheculturetosupportthatpurpose?

WeaknessesWhatdoesthecompanydopoorly?Whatproblemscouldbeavoided?Doesthecompanyhaveseriousfinancialliabilities?

ThreatsWhatarethecompetitorsdoingwell?Whatobstaclesdoesthecompanyface?Aretheretroublingchangesinthecompany'sbusinessenvironment(technologies,laws,andregulations)?

OpportunitiesAreindustrytrendsmovingupward?Donewmarketsexistforthecompany'sproducts/services?Aretherenewtechnologiesthatthecompanycanexploit?AnalyzetheMarketingEnvironmAnalyzetheMarketingEnvironmentDell’sSWOTanalysis

StrengthsSelldirectlytoconsumersKeepcostsbelowcompetitors'costs

WeaknessesNoStrongrelationshipswithcomputerretailers

ThreatsCompetitorshavestrongerbrandnamesCompetitorshavestrongrelationshipswithcomputerretailers

OpportunitiesConsumerdesireforone-stopshoppingConsumersknowwhattheywanttobuyInternetcouldbeapowerfulmarketingtoolAnalyzetheMarketingEnvironmEnvironmentalResponsesReactiveresponse:Changeyourmarketingmixinresponsetoenvironmentalchanges.

Mostcommontypeofresponse.

Proactiveresponse:Trytochangetheenvironment.Lobbying(PhilipMorris)EnvironmentalResponsesReactivQuestions&AnswersQuestions&Answers

Chapter3

AnalyzingtheMarketingEnvironment

营销环境分析

Chapter3

AnalyzingtheMarkAnalyzingtheMarketingEnvironmentTheCompany’sMicroenvironmentTheCompany’sMacroenvironemntTheDemographicMarketingEnvironmentTheEconomicEnvironmentTheNaturalEnvironmentTheTechnologicalEnvironmentThePoliticalandSocialEnvironmentTheCulturalEnvironmentRespondingtotheMarketingEnvironmentTopicOutlineAnalyzingtheMarketingEnviroTheMarketingEnvironment MarketingEnvironment(市场营销环境)

includestheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.

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MarketingEnvironment(营销环境)Microenvironment(微观环境)Macroenvironment(宏观环境)TheMarketingEnvironment Mark

TheMarketingEnvironment

Microenvironment(微观环境)

consistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers,thecompany(公司）,suppliers(供应商),

marketingintermediaries(营销中介),customermarkets(消费者),competitors(竞争者),andpublics(公众）

TheMarketingEnvironment Mic

TheCompany’sMicroenvironmentActorsintheMicroenvironment微观环境的影响因素

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentTopmanagementFinanceR&DPurchasingOperationsAccountingTheCompany公司

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentProvidetheresourcestoproducegoodsandservicesTreataspartnerstoprovidecustomervalueSuppliers供应商

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironment

Helpthecompanytopromote,sellanddistributeitsproductstofinalbuyersMarketingIntermediaries营销中介

TheCompany’sMicroenvironmen

TheCompany’sMicroenvironmentResellers转售商Physicaldistributionfirms实体分销机构Marketingservicesagencies营销服务机构Financialintermediaries金融中介TypesofMarketingIntermediaries营销中介类型

TheCompany’sMicroenvironmenTheCompany’sMicroenvironmentFirmsmustgainstrategicadvantagebypositioningtheirofferingsagainstcompetitors’offeringsCompetitors竞争对手TheCompany’sMicroenvironmentBudgetcompetitors（预算竞争者）Itisnotonlyimportanttofocusonyourdirectcompetitors,butalsoallmarketersthattargetyourcustomersandthereforecompetewithyoufortheirincome.Substitutecompetitors（替代品竞争者）Brandcompetitors（品牌竞争者）Directcompetition（直接竞争者）,categorycompetition（品类竞争者）CompetitorsBudgetcompetitors（预算竞争者）Compe

TheCompany’sMicroenvironmentPublics公众Anygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectivesFinancialpublics(金融公众):whichaffectthecompany’sabilitytoobtainfunds,suchasbanks,investmentcompaniesandstockholders.Mediapublics(媒体公众):whichcarrynews,featuresandeditorialopinionfororagainstthecompanyGovernmentpublics(政府公众)Citizen-actionpublics(民间团体公众):interestgroupsLocalpublics(社区公众)Generalpublics(一般公众)(perceivedimage)Internalpublics(内部公众):thecompany’semployeesandmanagers

TheCompany’sMicroenvironmenTheCompany’sMicroenvironment Asweemphasizedalltime,customersarethemostimportantactorsinthecompany’smicroenvironment.ConsumermarketsBusinessmarketsGovernmentmarketsInternationalmarketsCustomers消费者TheCompany’sMicroenvironmentPorter’s5CompetitiveForcesNewentrantsSuppliersSubstitutesBuyersIndustryCompetitorsBargainingPowerofSuppliersBargainingPowerofBuyersThreatofSubstitutesThreatofNewEntrantsPorter’s5CompetitiveForcesN五力模型图潜在进入者供应商替代品购买者行业竞争状态讨价还价能力新进入者的威胁替代产品或服务的威胁讨价还价能力五力模型图潜在进入者供应商替

TheMarketingEnvironment

Macroenvironment(宏观环境)

consistsoftheforcesthataffectitsabilityinalargerenvironment,demography(人口统计）,economic(经济),

natural(自然),technological(技术),political(政治),andcultural(文化）

TheMarketingEnvironment Mac

TheCompany’sMacroenvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment Demography(人口统计):thestudyofhumanpopulations--size,density,location,age,gender,race,occupation,andotherstatisticsDemographicenvironment(人口统计环境):involvespeople,andpeoplemakeupmarketsDemographictrends(人口统计趋势):shiftsinage,familystructure,geographicpopulation,educationalcharacteristics,andpopulationdiversityDemographicEnvironmentTheCompany’sMacroenvironment

TheCompany’sMacroenvironmentChangingagestructureofthepopulationBabyboomers(生育高峰一代)includepeoplebornbetween1946and1964MostaffluentAmericansDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentGenerationX(X一代)includespeoplebornbetween1965and1976HighparentaldivorceratesCautiouseconomicoutlookLessmaterialisticFamilycomesfirstDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentMillennials(千禧一代)(genYorechoboomers)includethosebornbetween1977and2000ComfortablewithtechnologyTweens(ages8–12)Teens(13–19)Youngadults(20’s)DemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironment Generationalmarketing(代营销)

isimportantinsegmentingpeoplebylifestyleoflifestateinsteadofageDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentMorepeopleare:DivorcingorseparatingChoosingnottomarryChoosingtomarrylaterMarryingwithoutintendingtohavechildrenIncreasingnumberofworkingwomenIncreasingnumberofstay-at-homedadsDemographicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironmentGrowthinU.S.WestandSouthanddeclineinMidwestandNortheastMovefromruraltometropolitanareasChangeinwherepeopleworkTelecommutingHomeofficeDemographicEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironmentChangesintheWorkforceMoreeducatedMorewhitecollarDemographicEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentDemographicEnvironmentIncreasedDiversityMarketsarebecomingmorediverseInternationalNationalIncludes:Ethnicity(种族问题)Gayandlesbian(同性恋、双性恋、变性者)Disabled(残疾人)TheCompany’sMacroenvironment

TheCompany’sMacroenvironment

Economicenvironment(经济环境)consistsoffactorsthataffectconsumerpurchasingpowerandspendingpatternsIndustrialeconomiesarerichermarketsSubsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutputEconomicEnvironment

TheCompany’sMacroenvironmen

TheCompany’sMacroenvironment Valuemarketingofferingfinanciallycautiousbuyersgreatervalue—therightcombinationofqualityandserviceatafairpriceEconomicEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment

Naturalenvironment(自然环境):naturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesTrendsIncreasedshortagesofrawmaterialsIncreasedpollutionIncreasedgovernmentinterventionIncreasedenvironmentallysustainablestrategiesNaturalEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentTechnologicalEnvironmentMostdramaticforceinchangingthemarketplaceNewproducts,opportunitiesConcernforthesafetyofnewproductsTheCompany’sMacroenvironmentTechnologicalEnvironmentForcesthatcreatenewtechnologies,creatingnewproductandmarketopportunities.PositiveresultsTransportationmethods,Internet&informationtechnology--retailingInventorycontrolsystems,etc.NegativeresultsUnemploymentMisuseofinformation,etc.TechnologicalEnvironmentForceTheCompany’sMacroenvironment Politicalenvironment(政治环境):laws,governmentagencies,andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensocietyPoliticalandSocialEnvironmentTheCompany’sMacroenvironmentTheCompany’sMacroenvironmentLegislationregulatingbusiness(规制企业的法律)IncreasedlegislationChanginggovernmentagencyenforcementIncreasedemphasisonethics(对伦理和社会责任活动的日益重视)SociallyresponsiblebehaviorCause-relatedmarketing(关联营销)PoliticalandSocialEnvironmentTheCompany’sMacroenvironment

TheCompany’sMacroenvironment

Culturalenvironment(文化环境)consistsofinstitutionsandotherforcesthataffectasociety’sbasicvalues(基础价值观),perceptions(认知),andbehaviors(行为)CulturalEnvironment

TheCompany’sMacroenvironmenTheCompany’sMacroenvironment Corebeliefsandvalues(核心信念和价值观)arepersistentandarepassedonfromparentstochildrenandarereinforcedbyschools,churches,businesses,andgovernment Secondarybeliefsandvalues(次核心信念和