~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler04_exs.ppt

The MarketingEnvironment Chapter 4 Objectives Know the environmental forces that affect the company’s ability to serve its customers. Realize how changes in the demographic and economic environments affect marketing decisions. Objectives Identify the major trends in the firm’s natural and technological environments. Know the key changes in the political and cultural environments. Understand how companies can react to the marketing environment. Case Study “Millennial fever” set the stage to bring back the Beetle VW’s investment: $ 560 million Demand quickly outstripped supply The new VW beetle enjoyed cross-generational appeal Earned many awards Beetle now accounts for over 25% of company sales Key Environments Marketing Environment The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Aspects of the marketing environment: Microenvironment Macroenvironment The Microenvironment Company Suppliers Customer Markets Competitors Publics Marketing Intermediaries The Microenvironment Departments within the company impact marketing planning. Suppliers help create and deliver customer value. Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute goods. Intermediaries take many forms. The Macroenvironment Customer markets must be studied. Consumer, business, government, reseller and international markets exist. Successful companies provide better customer value than the competition. Size and industry position help to determine the appropriate competitive strategy. Various publics must also be considered. The Microenvironment Financial Media Government Local General Internal The Macroenvironment Demographic Economic Natural Technological Political Cultural The Macroenvironment Key Demographic Trends World population growth Changing age structure The U.S. population consists of seven  generational groups. Baby boomers, Generation X, and  Generation Y are key groups. Dist