国际商务环境Chapter 2 The External Environment of Business.ppt

Chapter 2 The External Environment of Business Learning Objectives indicate the basic features of business activity portray the business organization as a system interacting with its environment demonstrate the range and complexity of the external influences on business activity identify the central themes inherent in the study of the business environment Text: The Business Organization and Its Environment Business activity is a fundamental and universal feature of human existence . Narrow view of business “大商务” Broad view of business “小商务” A model of business activity All business organizations are ultimately involved in the same basic activity---the transformation of inputs (resources) into outputs (goods or services). The firm in its environment Two levels of environment Environmental influences on a firm’s marketing system The general or contextual environment The political environment The economic environment The social, cultural and demographic environment The technological environment Legal environment The ethical environment The immediate or operational environment Resources and resource market Customers Competitors Analyzing the business environment Interaction with the environment Interaction between environmental variable The complexity of the environment Environmental volatility and change Environmental uniqueness Different spatial levels of analysis Two-way flow of influence Key terms inputs 投入 outputs 产出 profit-making organization 营利性组织 non-profit-making organization 非营利性组织 international (or multinational) corporation 跨国公司 distributor 分销商 immediate (or operational) environment 直接环境 general (or contextual) environment 宏观环境 trade union 工会 parent company 母公司 trading bloc 贸易区 exchange rates 汇率 environmental change 环境演变 external environment 外部环境 open system 开放式体系 PESTLE analysis　PESTEL分析模型，又称大环境分析 transformation system 转化式体系 Summary of key points Business activity is essentially concerned with transforming inputs into outputs for consumption purpos