4市场与市场营销环境.ppt

Chapter 3 The Marketing Environment Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. Includes: Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the microenvironment. 市场营销环境与分析 市场营销环境指对市场营销有直接和间接影响的外部力量，包括宏观营销环境和微观营销环境。 微观环境包括企业本身、供应商、顾客、竞争者、社会公众。 宏观环境是指给企业造成市场机会和环境威胁的主要社会力量。 主要包括人口、经济、科技、自然、政治和法律、社会文化因素 环境分析的目的在于帮助企业识别环境各要素给企业带来的机会与威胁，采取合理的应对措施。 The Company’s Microenvironment Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans. Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers. 环境的3大特点 企业对机会和威胁的反应 慎重评价市场机会 对威胁的反应 （1）反抗，扭转不利因素的发展 （2）减轻，通过调整市场营销组合环境的威胁 （3）转移 一、人口环境 总量衡量市场潜量的重要因素 年龄结构  分布 The Company’s Macroenvironment Demographic - studies populations in terms of size, density, location, age, gender, race, occupation and other statistics. Economic - factors that affect consumer purchasing power and spending patterns. Natural - natural resources needed as inputs by marketers or that are affected by marketing activities. Key U.S.Demographic Trends Age Distribution of the U.S. Population Economic Environment Natural Environment The Company’sMacroenvironment Technological - forces that create new technologies, creating new product and market opportunities. Political - laws, agencies and pressure groups that influence and limit organizations and individuals in a given society. Cultural - institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. Technological Environm