[国际市场营销英文版.pptVIP

2.3 Macroenvironment macroenviroment : P-political environment E-economic S-sociocultural T-technological N-natural environment P-population environment 2.3.1 Political-legal environment An organization doesn’t function strictly by its own set of rules. It has to serve its customers as well as special interest groups; together, these comprise the political-legal environment. Political-legal environment influences marketing strategies through laws, regulations and political pressures. Political pressure This pressure may exist in global marketers. They are affected by agreements between countries and by the laws in countries in which the operate. Some of the more vital political and legal factors in the global environment are international trade agreements. Law and regulations The marketing activities covered by laws and regulations including product testing, packaging, pricing, advertising, and sales to minors. Everything has to sides. So is the influences of laws and regulations. They can limit marketing activities but also be a source of opportunity for organizations that provide goods and services. Economic Environment I The economic environment for marketing comprises the overall economy II It includes: Business cycles Spending patterns Consumer income issues Business cycles and Spending patterns Spending patterns are linked to the business cycle. The level of business activity that moves from prosperity to recession, to recovery. Prosperity production employment demand Recession production employment demand Recovery production employment demand Consumer Income It influences whether or not consumers buy products Sociocultural Environment Sociocultural environmrnt 1) high persi