Pilip Kotler营销权威教程3.pptVIP

Part One Understanding marketing and the marketing process Lecture Three The marketing Environment At a glance Describe the environmental forces that affect the economy’s ability to serve its customers Explain how changes in the demographic and economic environments affect marketing decisions Identify the major trends in the firm’s natural and technological environments Explain the key changes in the political and cultural environments Discuss how companies can react to the marketing environments The Company’s Micro-environment ?Direct (Micro-)Environments: internal structure suppliers competitors marketing intermediaries customers and general publics The Microenvironment Internal Environment Customer Markets Types of Publics The Company’s Macro-environment ?Indirect (Macro-)Environments: Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment The Macro-environment Demographic environment Changing age structure of the population The changing family Geographic shifts in population better-educated and more white-collar population Increasing ethic diversity Demographic Environment Economic environment Changes in income income distribution upper-class middle-class under-class Changing consumer spending patterns Engel’s laws Economic Environment Natural environment Shortages of raw materials Increased cost of energy Increased pollution Government intervention in natural resource management Natural Environment Technological environment Fast pace of technological change High RD budget Concentration on minor improvements Increased regulation Technological Environment Political environment Legislation regulating business protect organization product consumers protect the interests of society Changing government agency enforcement Increased emphasis on ethics and socially responsible actions Political Environment Cultural environment Persistence of cultural values Core cultural Secondary cultural