市场营销学（第3版）杜鲁弗·格雷瓦尔-Chap004.pptVIP

The political/regulatory environment comprises political parties, government organizations, and legislation and laws. Glossary 4-* Regional culture involves the region in which people live in a particular country. Glossary 4-* * Chapter 4 – Analyzing the Marketing Environment These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. * * In all marketing activities, the consumer is at the center. Anything that affects consumers affects marketers. Any change in one of these environments likely requires an adjustment to the firm’s marketing mix. By identifying potential environmental trends, firms often can take proactive steps. * The immediate environment includes the firm and its immediate influences, such as competition and corporate partners. * Ask students: What are Pepsi’s core competencies? What do they do well? Answer: They know how to bottle beverages, distribute them to stores, and promote their brand. Ask students: How they capitalized on their core competencies in the face of changing market trends? Answer: The trend toward more diet-conscious consumers has led to the development of low-calorie alternatives to sodas. Both Coke and Pepsi understood the market had changed and introduced bottled water products with great success. In 2004, Americans consumed 23 gallons of bottled water per person—ten times as much as in 1980. * Competition also significantly affects consumers in the immediate environment. It is therefore critical that marketers understand their firm’s competitors, including their strengths, weaknesses, and likely reactions to the marketing activities. * Firms must work together to create a seamless system that delivers goods and services to customers when and where they want them. Many attribute a key reason for Wal-Mart’s success is their close relationships with their suppliers. * This slide can be used to review this topic instead of the following slides, which p