营销。Microsoft PowerPoint 幻灯片.pptVIP

5组 一.Demographic enviroment 1.Changing age structure of the population 2.The changing american family 3.geographic shif in population 4.A better -Educated ,More white-collar, More Professional popuiation 5.incresing Diversity 二.Economic Environment Definition:Factors that affect consumer buying power and spending patterns 1.Changes in income 2.Changes in concumer spending 三.Natural environment Definition:Natural resources that are needed as inputs by marketers or that are affected by marketing activities 四.Technological Environment Definition:Forces that create new techologies, creating new product and market opportunities 五.Political Environment 1.Legislation Regulating business 1.Increasing legislation 2.Changing Government Agency Enforcement 2.Increased Emphasis on ethics and sociall Responsibal Actions 1.Socially responsible Behavior 2.Canse-reloted Marking 六.Cultul environment 1.Persistence of culture values 2.Shifs in secondary cultural vaiues Analyzing the marketing environment Marketing environment The actors and forces outside marketing that affect management ability to build and maintain successful relationship with target customers Microenvironment Microenvironment Marketing environment Microenvironment The actors close to the company that affect its ability to serve its customers-the(company ,Suppliers, Marketingintermediaries,customers markets, competitors, Publics Macro environment The larger societal forces that affect the microenvironment –demographic , economic , natural ,technological, political, and cultural forces. Marketing intermediaries Firms that help the company to promote , sell, and distribute its goods to final buyers Public Any group that has an actual or potential interest in or impact on an organization ability to achieve its objective Macro environment The larger societal forces that affect the microenvironment –demographic , economic , natural ,