[管理学]3-Changing Marketing Environment.pptVIP

Chapter 3 Changing marketing environment Content A framework for macro-environmental analysis New strategies for changing environments Tools for analyzing industries Framework for macro-environmental analysis PEST analysis Economic and political environment Social and cultural environment Technological environment PEST Analysis Economic and political environment Economic growth rates and business cycle Globalization Regional Trade National and supranational government Taxation and fiscal policy Interest rates, consumer and business confidence Employment PEST Analysis Social and Cultural environment Demographic change Grey market- market of old citizens Youth market Multi-ethnic societies Changing living patterns and lifestyles Social and cultural pressures on organizations PEST Analysis Technological environment A shortening of commercialization times of new inventions A shortening of product life cycle Internet changes fundamentally the costs of market entry and the competitive structures of the market affected New strategies for changing macro-environments Multi-mode marketing Pursuing intense relationship-building strategies with some customers, less intense strategies with others and arm’s length strategies with yet others, depending on the long-term value of the customer and their requirements New strategies for changing macro-environments Sheth challenged conventional marketing thinking: Global positioningMarketers need to think about globalisation and focus on core competencies instead of thinking solely about domestic markets and portfolio of businesses and brands. The master brandStrength comes from a brand identity that links to all parts of the business. Reminding marketersThe challenge of managing an integrated enterprise and ensuring that value is delivered to the end-user. New strategies for changing macro-environments Best-in-class processesStates that customer expectations of service can be influenced by service developmen