分析营销环境 ppt.ppt

Analyzing the Marketing Environment Concepts of marketing environment Micro-marketing environment Macro marketing environment Comprehensive analysis of marketin environment Group Members: 孙贝贝、赵汝汝、赵少丽、王敏|、王雪芳、李雨田 Maketing environment: The actors and forces outside markering that affect markering managements ability to build and maintain successful relational with customers. The maketing environment is made up of a microenvirment and a macroenvironment. Microenvironment:Theactors close to the company that affect its ability to serve its -the company,suppliers,markering,intermediaries,customer,markers,competitiors,andpublics. Macroenvironment:The larger societal forces that affect the micaoenvironment-demographic,econmic,natureal,technological,politlical and foreces. The Boby Boomers The post-World Wall 2 boby boom produced 78 million body boomers,born between 1946 and 1964.As they reach their peaek earning and spending years,the boomers constitute a lucrative market for financial services,new housing and home remodeling,travel and enterainment,eating out,health and fitness produces. Marketers keep close track of demographic trends and developments in their markets,both at home and abroad. They track changing age and structures,geographic population shifts,educational charaterisics,and population diversity. Changing Age Structure of Population The U.S population stood at over 302 million in 2007 and may reach almost 364 million by the year 2030.Here ,we discuss the three largest grops-the boby boomers,Generation X ,and the Millennials GenerationX:The baby boom was followed by a birth dearthcreating another generation of 49 million peopely born between 1965 and 1976.they represent close to $1.4 trillion in annual purchasing power.with so much potential,many companies are focusing on Gen Xers as an important target segment. Millennials:These children of baby booms number 83 million ,dwarfing the Gen Xers.Each Millennial segment co