cxa_0504_营销环境.pptVIP

The MarketingEnvironment 营销环境 Objectives 目标 Know the environmental forces that affect the company’s ability to serve its customers. Realize how changes in the demographic and economic environments affect marketing decisions. 描述影响公司顾客服务能力的环境因素 解释人口统计环境和经济环境的变化如何影响营销决策 Objectives 目标 Identify the major trends in the firm’s natural and technological environments. Know the key changes in the political and cultural environments. Understand how companies can react to the marketing environment. 确定公司自然环境的技术环境的主要变化趋势 解释政治和文化环境中的关键变化因素 讨论公司应该如何应对营销环境的变化 Case Study 案例研究 “Millennial fever” set the stage to bring back the Beetle VW’s investment: $ 560 million Demand quickly outstripped supply The new VW beetle enjoyed cross-generational appeal Earned many awards Beetle now accounts for over 25% of company sales Key Environments主要环境 Marketing Environment The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Aspects of the marketing environment: Microenvironment Macroenvironment 营销环境 在营销活动之外，能够影响营销部门建立并保持与目标顾客良好关系的能力的各种因素和力量。 营销环境的方面： 微观环境 宏观环境 Actors Affecting a Firm’s Ability to Serve Customers微观环境中影响公司服务能力的要素 Company Suppliers Customer Markets Competitors Publics Marketing Intermediaries 公司本身 供应商 消费者市场 竞争对手 公众 营销中间商 The Microenvironment微观环境 Departments within the company impact marketing planning. Suppliers help create and deliver customer value. Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute goods. Intermediaries take many forms. 公司部门会影响营销计划 供应商可以帮助创造和传递消费者价值 把供应商当作合作者 营销中间商帮助销售、促销和分销商品 中间商有很多形式 The Macroenvironment宏观环境 Customer markets must be studied. Consumer, business, government, reseller and international markets exist. Successful companies provide better customer value than the competition. Size and industry position help to determine the appropriate competitive strategy. Various publics must also be considered. 必须研究消费者市场 存在着顾客、公司、政府、零售商和国际市场 成功的公司比竞争对手提供