人民大2026市场营销原理与实践英文版（第19版）课件ch-03-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter3AnalyzingtheMarketingEnvironmentCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives3.1Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.3.2Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions. 3.3Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.3.4Explainthekeychangesinthepoliticalandculturalenvironments.3.5Discusshowcompaniescanreacttothemarketingenvironment.

BESTBUY:ThrivinginaFast-ChangingMarketingEnvironmentTobetteralignitselfwiththechangingmarketingenvironment,BestBuylaunchedabroad-basedomni-retailingstrategythatintegratesin-storeandonlinechannelstocreatetheomni-channelshoppingexperiencetoday’scustomersseek.EyalDayanPhotography

ACompany’sMarketingEnvironmentThemarketingenvironmentincludestheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.

LearningObjective1Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.

TheMicroenvironmentandMacroenvironment(1of2)Microenvironmentconsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers—thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics.

TheMicroenvironmentandMacroenvironment(2of2)Macroenvironmentconsistsofthelargersocietalforcesthataffectthemicroenvironment—demographic,economic,natural,technological,political,andculturalforces.

TheMicroenvironment(1of8)Figure3.1ActorsintheMicroenvironment

TheMicroenvironment(2of8)TheCompanyIndesigningmarketingplans,marketingmanagementtakesothercompanygroupsintoaccount.TopmanagementFinanceResearchanddevelopment(RD)InformationtechnologyPurchasingOpera