[高等教育]市场营销ch5 Environment.ppt

The After-eighty generation illuminates important questions not only about China’s future but also those of the United States and the global economy. individualism, consumerism, modernization, and technology. * * More White-Collar Population 1950 – 1985: Proportion of white-collar workers increased from 41% to 54% Proportion of blue-collar workers decreased from 47% to 33% Proportion of service workers increased from 12% to 14% 1983 – 1999: Proportion of managers and professionals increased from 23% to 30% Increasing Diversity Countries vary in their ethnic and racial makeup. At one extreme is Japan, where almost everyone is Japanese. At the other extreme is the United States, with people from virtually all nations. Various groups mixed together, each retaining its ethnic and cultural differences Marketers are facing increasingly diverse markets, both at home and abroad as their operations become more international in scope. Diversity-Based Advertising Based on careful study of cultural differences, Bank of America has developed targeted advertising messages for different cultural subgroups, here Asians and Hispanics. (2)Economic Environment Changes in Income 1980’s – consumption frenzy, materialistic 1990’s – “squeezed consumer”, “ under consumption”(消费不足) 2000’s – value marketing Income Distribution Upper class Middle class Working class Underclass Consists of factors that affect consumer purchasing power and spending patterns. Income Distribution Walt Disney markets two distinct Pooh bears to match its two-tiered market. (3)Natural Environment Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Factors Impacting the Natural Environment Shortages of Raw Materials Increased Pollution Increased Government Intervention Environmentally Sustainable Strategies Environmental Responsibility McDonald’s has made a substantial commitment to the so-called “green movement.” (4)Technological Environment Most d