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Sociocultural factors Demographics Distribution of income Social mobility Lifestyle changes Consumerism Levels of education Others Technological New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology Others External environment analysisMicroenvironment actors Customers Competitors Distributions Suppliers Opportunity and threat analysis 机会与威胁分析 A marketing opportunity is an area of buyer need in which a company can perform profitably. An environment threat is a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit. External environment analysis 外部环境分析 (P77) Marketing opportunity 市场机会 Opportunity matrix (P77) Environment threat 环境威胁 Threat matrix (P77) Outcomes: Ideal business Speculative business Mature business Trouble business Internal environment analysis内部环境分析 Strengths / Weakness analysis 优势/劣势分析: Checklist for Performing Strengths/Weakness Analysis 　公司绩效优势/劣势分析表 (P78) Goal formulation 目标制定 Manages by objectives (MBO, 目标管理, P79) The unit’s various objectives must meet: Hierarchically (有层次的) Quantitatively (数量上的) Realistic (现实的) Consistent (一致的) Strategic formulation 战略制定 Three types of strategies (by Michael Porter, P80) Strategic Alliances 战略联盟　(P81) Three types of strategies (P80) Cost leadership　成本领先 Differentiation　差别化 Focus　集中化 Strategic Alliances 战略联盟(P81) Marketing alliances: Product or service alliances　产品或服务联盟 Promotional alliances　促销联盟 Logistics alliances　物流联盟 Pricing collaborations　价格合作 Implementation 执行 McKinsey 7-S Framework: Hardware: Strategy, Structure, and Systems Software: Style, Skill, Staff, and Shared value The Marketing Process 营销过程 The value-delivery sequence Steps in the planning process The value-delivery sequence价值让渡过程 (P84) Traditional physical process sequence 传统实体过程次序 Value creation and delivery sequence 价值创造和传递次序 Japanese further devel