第03篇 分析市场营销环境.pptVIP

Note to Instructor This Web link connects to . There are several Web sites like this that provide information on business as to how to practice green strategies including green marketing. * Note to Instructor Discussion Question Ask students what changes they have seen in technology in the past four years including medical products, communications, and media. They will most likely talk about the use of artificial organs and stem cell research, the growth of PDA’s like the iPod, and the use of new media products including DVR or TiVo. * * * * * Note to Instructor Do-It-Yourselfers—Recent Movers: Active consumers also view the experience as a form of self-expression. They view their homes as their havens View their projects as personal victories over the high-priced marketplace. Adventurers: Rarely follow a single path or do the same thing twice. View the experience as far more exciting than the entertainment value. They are more likely to engage in activities most think are too dangerous. * * * * 政治环境由在特定社会中影响或制约各种组织和个人的法律、政府机构和压力团体构成。 政治环境 企业的宏观环境 规制企业的法律 增加理发 政府执法机构的变化 对伦理的日益重视 具有社会责任的行为 事业关联营销 政治环境 企业的宏观环境 文化环境由制度和影响社会的基础价值观、认知、偏好和行为等其他力量构成。 文化环境 企业的宏观环境 核心信念和价值观具有一致性、从父辈传到孩子、并通过学校、教堂、企业和政府强化。 次级信念和价值观相对容易改变，包括对自己、他人、组织、社会、自然和宇宙的看法。 文化价值观的一致性 企业的宏观环境 对自己的看法 Yankelovich Monitor公司的消费者细分市场： DIY——最新行动者 探险者 对他人的看法 更加 ”茧式“ 次文化价值观的变化 企业的宏观环境 对组织的看法 对社会的看法 爱国者捍卫 改革者希望改变 不满者想逃离 次文化价值观的变化 企业的宏观环境 对自然的卡发 有人感到受其支配 有人感到与它和谐相处 有人努力掌控自然 对宇宙的看法 新的精神信仰已经出现 次文化价值观的变化 企业的宏观环境 对市场营销环境的反应 对反应的看法 * * * * Note to Instructor Discussion Questions What types of collaboration does there need to be between the departments? How might projects be integrated between marketing and finance? How might projects be integrated between marketing and information systems? This question on finance could lead to a discussion about budgeting for marketing. The collaboration between marketing and IS could lead to discussions of market research, ordering systems, and customer relations