【营销学双语课件】MarketingEnvironment.pptVIP

Marketing Environment 一间公司的营销环境是该公司行销管理机能以外的行动者?(Actors)?和力量?(Force)?所构成。 Includes: Microenvironment -指对企业服务其顾客的能力构成直接影响的各种力量，包括企业本身及其市场营销渠道企业、市场、竞争者和各种公众，这些都会影响企业为其目标市场服务的能力。 Macroenvironment -指那些给企业造成市场机会和环境威胁的主要社会力量，包括人口环境、经济环境、自然环境、技术环境、政治和法律环境以及社会和文化环境 。 The Marketing Environment Economic Environment The Company’sMacroenvironment Technological -新技术革命有利于企业改善经营管理 ；新技术革命会影响零售商业结构和消费者购物习惯 。 Political -是那些强制和影响社会上各种组织和个人的法律、政府机构的压力集团 。 Cultural -包括一定的态度和看法、价值观念、道德规范以及世代相传的风俗习惯等 。 Technological Environment Political Environment Cultural Environment 对营销环境作出反应 Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists , run “advertorials”, file law suits and complaints, and form agreements. 商务策划学院 2002 3-* 企 业 人 口 经济 自然 科技 政治 文化 企 业 消费者 营销中介 供应商 竞争者 公 众 消费者 消费模式 的改变 经济发展 收入的变化 Key Economic Concerns for Marketers 加快改变的步伐 高的科研预算 聚焦于微调 改进规则 Issues in the Technological Environment 关注伦理道德 加强立法 改变环境 Key Trends in the Political Environment 物质与非物质主义 的价值观 关于自然的价值观 自我的价值观 竞争与协作关系 上的价值观 人类环境的价值观 社会成员间关系 的价值观 Views That Express Values Economic Environment This CTR relates to the material on pp. 79-82. The Economic Environment The Economic Environment consists of factors that affect consumer purchasing power and spending patterns. Key considerations include: Economic Development. Nations vary greatly in their levels of and distribution of income, often as a result of their stage of economic development. Typical distinctions include: Subsistence Economies. These consume most of their own agricultural and industrial output. These countries are poor targets for most products. Industrial Economies. These offer rich markets for many different kinds of goods. Changes in Income. Rising incomes for most consumers have only kept pace with inflation. As a result, consumers are more sensitive to Value Mark