市场营销学ppt第三章(1).pptVIP

Note to Instructor This Web link connects to . There are several Web sites like this that provide information on business as to how to practice green strategies including green marketing. * Note to Instructor Discussion Question Ask students what changes they have seen in technology in the past four years including medical products, communications, and media. They will most likely talk about the use of artificial organs and stem cell research, the growth of PDA’s like the iPod, and the use of new media products including DVR or TiVo. * * * * * Note to Instructor Do-It-Yourselfers—Recent Movers: Active consumers also view the experience as a form of self-expression. They view their homes as their havens View their projects as personal victories over the high-priced marketplace. Adventurers: Rarely follow a single path or do the same thing twice. View the experience as far more exciting than the entertainment value. They are more likely to engage in activities most think are too dangerous. * * * * The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Political Environment The Company’s Macroenvironment Legislation regulating business Increased legislation Changing government agency enforcement Increased emphasis on ethics Socially responsible behavior Cause-related marketing Political Environment The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment The Company’s Macroenvironment Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe Cultural Environment