销售管理有利润的客户关系1

TheMarketing

EnvironmentChapter40ObjectivesKnowtheenvironmentalforcesthataffectthecompany’sability

toserveitscustomers.Realizehowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

1ObjectivesIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.Knowthekeychangesinthepoliticalandculturalenvironments.Understandhowcompaniescanreacttothemarketingenvironment.2CaseStudy“Millennialfever”setthestagetobringbacktheBeetleVW’sinvestment:

$560millionDemandquicklyoutstrippedsupplyThenewVWbeetleenjoyedcross-generationalappealEarnedmanyawardsBeetlenowaccountsforover25%ofcompanysalesVolkswagenDiscussion:Willtheflower-powerMicrobussucceednext?3KeyEnvironmentsMarketingEnvironmentTheactorsandforcesthataffectafirm’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.Aspectsofthemarketingenvironment:MicroenvironmentMacroenvironment4ActorsAffectingaFirm’sAbility

toServeCustomersTheMicroenvironmentCompanySuppliersCustomerMarketsCompetitorsPublicsMarketingIntermediaries5TheMicroenvironmentDepartmentswithinthecompanyimpactmarketingplanning.Suppliershelpcreateanddelivercustomervalue.Treatsuppliersaspartners.Marketingintermediarieshelpsell,promote,anddistributegoods.Intermediariestakemanyforms.6TheMacroenvironmentCustomermarketsmustbestudied.Consumer,business,government,resellerandinternationalmarketsexist.Successfulcompaniesprovidebettercustomervaluethanthecompetition.Sizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.Variouspublicsmustalsobeconsidered.7TypesofPublicsTheMicroenvironmentFinancialMediaGovernmentLocalGeneralInternal

CitizenAction8MacroenvironmentalForcesTheMacroenvironmentDemographicEconomicNaturalTechnologicalPoliticalCultural9TheMacroenvironmentKeyDemographicTrendsWorldpopulationgrowthChangingagestructureTheU.S.populationconsistsofseven

generationalgroups.Babyboomers,GenerationX,and

GenerationYarekeygroups.Distinctsegmentstypicallyexistwithin

thesegenerationalgroups.10TheMacroenvironmentBornbetween1946and1964Represent28%ofthepopulation;earn50%ofpersonalincomeManymini-segmentsexistwithintheboomergroupEnteringpeakearningyearsastheymatureLucrativemarketfortravel,entertainment,housing,andmoreBabyBoomersGenerationXGenerationYKeyGenerations11TheMacroenvironmentBornbetween1965and1976FirstlatchkeychildrenMaintainacautiouseconomicoutlookSharenewculturalconcernsRepresent$125billioninannualpurchasingpowerWillbeprimarybuyersofmostgoodsby2010BabyBoomersGenerationXGenerationYKeyGenerations12TheMacroenvironmentBornbetween1977and199472millionstrong;almostaslargeagroupastheirbabyboomerparentsNewproducts,services,andmediacatertoGenYComputer,InternetanddigitallysaavyChallengingtargetformarketersBabyBoomersGenerationXGenerationYKeyGenerations13TheMacroenvironmentKeyDemographicTrendsChangingAmericanhouseholdGeographicpopulationshiftsBetter-educated,morewhite-collarworkforceIncreasingDiversity14TheMacroenvironmentTheEconomicEnvironmentAffectsconsumerpurchasingpowerandspendingpatterns.Twotypesofnationaleconomies:subsistencevs.industrial.U.S.consumersnowspendcarefullyanddesiregreatervalue.15TheMacroenvironmentKeyEconomicTrends

U.S.incomedistributionisskewed.Upperclass,middleclass,workingclassandtheunderclass.Richaregettingricher,themiddleclassisshrinking,andtheunderclassremainspoor.Consumerspendingpatternsarechanging.16TheMacroenvironmentTheNaturalEnvironmentConcernforthenaturalenvironmenthasgrownsteadily,increasingtheimportanceofthesetrends:ShortageofrawmaterialsIncreasedpollutionIncreasedgovernmentalintervention17TheMacroenvironmentKeyTechnologicalTrendsThetechnologicalenvironmentischaracterizedbyrapidchange.Newtechnologiescreatenewopportunitiesandmarketsbutmakeoldtechnologiesobsolete.TheU.S.leadstheworldinresearchanddevelopmentspending.18TheMacroenvironmentThePoliticalEnvironmentIncludeslaws,governmentalagencies,andpressuregroupsthatimpactorganizationsandindividuals.Keytrendsinclude:Increasedlegislationtoprotectbusinesses

aswellasconsumers.Changesingovernmentalagencyenforcement.Increasedemphasisonethicalbehaviorand

socialresponsibility.19TheMacroenvironmentTheCulturalEnvironmentIscomposedofinstitutionsandother

forcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.Culturecaninfluencedecisionmaking.Corebeliefsarepersistent;secondaryculturalvalueschangeandshiftmoreeasily.Theculturalvaluesofasocietyareexpressedthroughpeople’sviews.20Culturalvaluesareexpressed

viahowpeopleview:TheMacroenvironmentThemselvesOthersOrganizationsSocietyNatureTheUniverse21RespondingtotheMarketingEnvironmentReactive:PassiveAcceptanceandAdaptationCompaniesdesignstrategiesthatavoidthreatsandcapitalizeuponopportunities.Proactive:EnvironmentalManagementUseoflobbyists,PR,advertorials,lawsuits,complaints,andcontractualagreementstoinfluenceenvironmentalforces.229、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。3月-253月-25Saturday,March15,202510、人的志向通常和他们的能力成正比例。22:27:4922:27:4922:273/15/202510:27:49PM11、夫学须志也，才须学也，非学无以广才，非志无以成学。3月-2522:27:4922:27Mar-2515-Mar-2512、越是无能的人，越喜欢挑剔别人的错儿。22: