西方市场营销学4-Marketing.env.pptVIP

Marketing Environment Micro – Internal environment Macro – External environment Microenvironment ( 4 M ) Macroenvironment ( PEST factors ) Demography Environment – study of human populations in terms of size, density, location, age, gender, face, occupation and other statistics Changing age structure of the population The changing American family – traditional VS modern household. Geographic shifts in population A better-educated and more white-collar population Increasing diversity- countries vary in their ethnic and racial makeup. The Seven U.S. Generations 0-5 yrs old Millennials ( 8.3%) 6-23 yrs old Generation Y ( 25.8%) 24-35 yrs old Generation X ( 16.4%) 36-54 yrs old Baby Boomers (28.2%) 55-60 yrs old War Babies ( 5.7%) 61-70 yrs old Depression ( 6.5% ) 71 + yrs old GI Generation ( 9.1%) Economic Environment Changes in Income Changing Consumer Spending Patterns Natural Environment Shortage of raw materials Increased pollution Increased government intervention – US Environmental Protection Agency ( EPA ) SWOT Analysis S : Strenghts W : Weaknesses O : Opportunities T : Threats SWOT Table Strengths Weaknesses Opportunities Threats 4 outcomes from Market Opportunities and Threats Analysis ( MOA ) An ideal business is high in major opportunities and low in major threats A speculative business is high in both major opportunities and threats A mature business is low in major opportunities and low in threats A troubled business is low in opportunities and high in threats Market Opportunities and Treats ( MOA ) * * Microenvironment : 4 M Macroenvironment : PEST Machine Money Material Manpower Technological Social Economical Political Microenvironment Macroenvironment Threats Opportunities High Low Low High Ideal Business Speculative Business Mature Business Troubled Business