销售管理有利润的客户关系1.pptxVIP

The MarketingEnvironmentChapter 4ObjectivesKnow the environmental forces that affect the company’s ability to serve its customers.Realize how changes in the demographic and economic environments affect marketing decisions. ObjectivesIdentify the major trends in the firm’s natural and technological environments.Know the key changes in the political and cultural environments.Understand how companies can react to the marketing environment.Case StudyVolkswagen“Millennial fever” set the stage to bring back the BeetleVW’s investment: $ 560 million Demand quickly outstripped supplyThe new VW beetle enjoyed cross-generational appealEarned many awardsBeetle now accounts for over 25% of company salesDiscussion: Will the flower-power Microbus succeed next?Key EnvironmentsMarketing EnvironmentThe actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.Aspects of the marketing environment: Microenvironment MacroenvironmentThe MicroenvironmentActors Affecting a Firm’s Ability to Serve CustomersCompetitorsPublicsMarketing IntermediariesCompanySuppliersCustomer MarketsThe MicroenvironmentDepartments within the company impact marketing planning.Suppliers help create and deliver customer value.Treat suppliers as partners.Marketing intermediaries help sell, promote, and distribute goods.Intermediaries take many forms.The MacroenvironmentCustomer markets must be studied.Consumer, business, government, reseller and international markets exist.Successful companies provide better customer value than the competition.Size and industry position help to determine the appropriate competitive strategy.Various publics must also be considered.The MicroenvironmentTypes of PublicsFinancialMediaGovernmentLocalGeneralInternal Citizen ActionThe MacroenvironmentMacroenvironmental ForcesDemographicEconomicNaturalTechnologicalPoliticalCulturalThe MacroenvironmentKey Demographic TrendsWorld population growthChanging age structure The U.S. population