第2课时市场营销环境.pptVIP

第二章 市场营销环境 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 学习目的与要求 掌握市场营销环境的概念和特点 了解影响企业营销的主要的宏观和微观环境因素 认识企业如何应对营销环境的变化 了解中国市场营销环境的基本特征 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 第一节、营销活动与营销环境 一、营销环境的含义： 与企业市场营销活动相关的所有内外部因素和条件。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 二、营销环境的分类： 微观营销环境：直接影响和制约企业营销活动的条件和环境。 宏观营销环境：与企业不存在直接的经济联系，是通过直接（微观）营销环境的相关因素作用于企业的较大的社会力量。 二者关系；是包容和从属的关系，微观受宏观（间接）营销环境的大背景所制约，宏观借助微观营销环境发挥作用。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 图3—1 市场营销环境构成及作用关系 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 三、营销环境的特征 客观性 动态性 复杂性 不可控性 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 四、营销环境与营销活动的关系 （一）、市场营销环境依照自身的规律运行，它对于依它而存在的一切因素具有平等的机理和制衡关系。具体到每一个企业，就体现为对企业营销活动的作用关系：即“带来机会，造成威胁”。有时二者在一定条件下可以互相转化。 从总体上说，研究环境的的目的就相应的是“寻求机会，避免威胁”。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2