营销权威教程Environment.ppt

Part One,Understanding marketing and the marketing process,Lecture Three,The marketing Environment,At a glance,Describe the environmental forces that affect the economys ability to serve its customers Explain how changes in the demographic and economic environments affect marketing decisions Identify the major trends in the firms natural and technological environments Explain the key changes in the political and cultural environments Discuss how companies can react to the marketing environments,The Companys Micro-environment,Direct (Micro-)Environments: internal structure suppliers competitors marketing intermediaries customers and general publics,The Microenvironment,Suppliers,Intermediaries,Firm,publics,Competitors,Customers,The Companys micro-environment,Internal Environment,Customer Markets,Types of Publics,The Companys Macro-environment,Indirect (Macro-)Environments: Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment,The Macro-environment,Demographic environment,Changing age structure of the population The changing family Geographic shifts in population better-educated and more white-collar population Increasing ethic diversity,Demographic Environment,Economic environment,Changes in income income distribution upper-class middle-class under-class Changing consumer spending patterns Engels laws,Economic Environment,Natural environment,Shortages of raw materials Increased cost of energy Increased pollution Government intervention in natural resource management,Natural Environment,Technological environment,Fast pace of technological change High RD budget Concentration on minor improvements Increased regulation,Technological Environment,Political environment,Legislation regulating business protect organization product consumers protect the interests of society Changing government agency enforcement Increased emphasis on ethics and socially responsible actions,Political Environment,Cultural environment,Persistence of cultural values Core cultural Secondary cultural Subcultures Shifts in secondary cultural values peoples view of themselves, others, organizations, society, nature, universe.,Cultural Environment,Macro-environment,Micro-environment,Firms internal environment,The marketing environments,Next week,Marketing research and information systems Assignment: Reviewing the lecture 3 Text book (chapter3)/ P85-117 Orgnizing the discussion of the company case Page122-12