bec备考课件.pptVIP

Political Factors stability of political environment govt policy influencing or regulating business governments position on marketing ethics governments policy on the economy governments view on culture and religion govt involved in trading agreements? Economic Factors Interest rates. The level of inflation Employment level per capita. Long-term prospects for the economy Gross Domestic Product (GDP) per capita Sociocultural Factors the dominant religion attitudes to foreign products and services language impact consumers time for leisure roles of men and women within society life expectancy Technological Factors technology: cheaper and better products more innovative products and services distribution channel changed by tech better communication methods Microenvironment includes: the company itself, suppliers, marketing channel firms, customer markets, competitors, and publics. Macroenvironment includes: demographic, economic, natural, technological, political, and cultural forces. * Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. However, seeking and working with resellers is not easy because of the power that some demand and use. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods. Financial Public: influence the company’s ability