阿姆斯特朗《市场营销学（第13版）》 课件 第 3 章 营销环境分析.pptx

Marketing:AnIntroductionThirteenthEditionChapter3AnalyzingtheMarketingEnvironmentCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)3-1.Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.3-2.Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.3-3.Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.

LearningObjectives(2of4)3-4.Explainthekeychangesinthepoliticalandculturalenvironments.3-5.Discusshowcompaniescanreacttothemarketingenvironment.

FirstStop:KelloggLosingItsSnap,Crackle,andPop?Kellogg’scerealbrandshavehelpeddefinetheAmericanbreakfastexperience.AsAmericanlifestylesandbreakfast-eatingbehaviorshavechanged,Kellogghaslostsomeofitssnap,crackle,andpop.

LearningObjective3-1Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.

MarketingEnvironmentOutsideforcesthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomersMicroenvironment:ActorsclosetothecompanythataffectitsabilitytoserveitscustomersMacroenvironment:Largersocietalforcesthataffectthemicroenvironment

Figure3.1-ActorsintheMicroenvironment

TheCompanyInterrelatedgroupsinacompanyformtheinternalenvironmentDepartmentssharetheresponsibilityforunderstandingcustomerneedsandcreatingcustomervalue.

Suppliers(1of2)ProvidetheresourcesneededbythecompanytoproduceitsgoodsandservicesSupplierproblemsseriouslyaffectmarketingSupplyshortagesordelaysLaborstrikesPricetrendsofkeyinputs

Suppliers(2of2)Hondahasdevelopedhealthy,long-termsupplierrelationships.

MarketingIntermediaries(1of2)Marketingintermediarieshelpthecompanytopromote,sell,anddistributeitsproductstofinalbuyers.ResellersPhysicaldistributionfirmsMarketings