ch04The Marketing Environment(营销管理,菲利普·科特勒教材).ppt

“It is useless to tell a river to stop running; the best thing is to learn how to swim in the direction it is flowing.”-Anonymous Chapter Objectives List and discuss the importance of the elements of the company’s microenvironment Describe the macroenvironmental forces that affect the company’s ability to serve its customers Explain how changes in demographic and economic environments affect marketing and describe the levels of competition Chapter Objectives Identify the major trends in the firm’s natural and technological environments Explain the key changes that occur in the political and cultural environments Discuss how companies can be proactive rather than reactive when responding to environmental trends The Company’s Microenvironment The Company Suppliers Marketing Intermediaries The Company’s Microenvironment The Company Marketing managers must work with all departments of a company All Departments have an impact on the marketing department’s plans and actions “Think Consumer” Suppliers Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services Suppliers can seriously affect marketing plans Marketing Intermediaries Marketing intermediaries help the company promote, sell, and distribute its goods to the final buyers Marketing service agencies help formulate and implement marketing strategies Financial intermediaries help hospitality companies finance their transactions The Company’s Macroenvironment Competitors To be successful, a company must satisfy needs and wants of consumers better than competitors A company should monitor three variables when analyzing each of its competitors Share of Market Share of Mind Share of Heart Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographics change over time and companies must keep up with them Demographic Environment Baby bo