电信市场营销　课件.pptVIP

孙子曰：凡用兵之法，全国为上，破国次之；全军为上，破军次之；全旅为上，破旅次之；全卒为上，破卒次之；全伍为上，破伍次之。百战百胜，非善之善者也；不战而屈人之兵，善之善者也。  －－孙子兵法，谋攻篇 谢谢大家！恭祝大家快乐！ * IP化趋势明显 * Political FactorsThe political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses. You must consider issues such as: 1.How stable is the political environment? 2.Will government policy influence laws that regulate or tax your business? 3.What is the governments position on marketing ethics? 4. What is the governments policy on the economy? 5. Does the government have a view on culture and religion? 6. Is the government involved in trading agreements such as EU, NAFTA, ASEAN, or others? Economic FactorsMarketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. You need to look at: Interest rates 2. The level of inflation Employment level per capita 3. Long-term prospects for the economy Gross Domestic Product (GDP) per capita, and so on Sociocultural Factors The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include: 1.What is the dominant religion? 2.What are attitudes to foreign products and services? 3.Does language impact upon the diffusion of products onto markets? 4.How much time do consumers have for leisure? 5.What are the roles of men and women within society? 6.How long are the population living? Are the older generations wealthy? 7.Do the population have a strong/weak opinion on green issues? Technological FactorsTechnology is vital for competitive advantage, and is a major driver of globalization. Consider the following points: Does technology allow for products and services to be made more cheaply and to a better standard of quality? 2.Do the technologies offer consumers and businesses more innovative products and services such as Internet ba