市场营销英文.pptx

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市场营销英文.pptx

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市场营销英文

PartOneUnderstandingmarketingandthemarketingprocess

LectureThreeThemarketingEnvironment

AtaglanceDescribetheenvironmentalforcesthataffecttheeconomy’sabilitytoserveitscustomersExplainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisionsIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironmentsExplainthekeychangesinthepoliticalandculturalenvironmentsDiscusshowcompaniescanreacttothemarketingenvironments

TheCompany’sMicro-environment?Direct(Micro-)Environments:internalstructuresupplierscompetitorsmarketingintermediariescustomersandgeneralpublics

TheMicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironment

SuppliersIntermediariesFirmpublicsCompetitorsCustomersTheCompany’smicro-environment

InternalEnvironmentTopManagementManufacturingFinanceRDAccountingPurchasingMarketing

CustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarkets

TypesofPublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneral

TheCompany’sMacro-environment?Indirect(Macro-)Environments:DemographicenvironmentEconomicenvironmentNaturalenvironmentTechnologicalenvironmentPoliticalenvironmentCulturalenvironment

TheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenvironment

DemographicenvironmentChangingagestructureofthepopulationThechangingfamilyGeographicshiftsinpopulationbetter-educatedandmorewhite-collarpopulationIncreasingethicdiversity

DemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresKeyDemographicTrends

EconomicenvironmentChangesinincomeincomedistributionupper-classmiddle-classunder-classChangingconsumerspendingpatternsEngel’slaws

EconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConc

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市场营销英文.pptx