第三章营销环境PPT课件.ppt

1 Understandyourcustomer AnalyzetheenvironmentinwhichyourcustomercopingwitheverydayAnalyzethecustomerbuyingbehavior 2 Chapter3第三章 TheMarketingEnvironment营销环境 3 LearningObjective学习目标 1 Describetheenvironmentalforces环境因素thataffectthecompany sabilitytoserveitscustomers 2 Understandthekeyelementsofmicro environment includingthecompany suppliers customers marketingintermediaries competitorsandpublics3 Understandkeymacro environmentfactorsdemographic 人口统计的 economic natural technological political legal andsocio culturaldevelopments 4 Discusshowcompaniescanreacttothemarketingenvironment 4 Contenttobecoveredtoday DefinitionofmarketingenvironmentLectureThecompany sMirco environmentVideoandcasestudySmallgroupdiscussionLecture 5 1MarketingEnvironment MarketingEnvironment consistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagement sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers 企业外部能够影响企业建立并保持与目标客户良好关系能力的各种因素 Consideredtobebeyondthecontroloftheorganization超出企业的控制范畴Environmentoffersbothopportunitiesandthreats既有威胁也有机会 6 1MarketingEnvironment Includes Microenvironment 微观营销环境 forcesclosetothecompanythataffectitsabilitytoserveitscustomers 与公司关系密切且能影响其满足客户能力的因素Macroenvironment 宏观营销环境 largersocietalforcesthataffectthemicroenvironment 影响微观环境的社会性因素 7 1TheMarketingEnvironment营销环境 3 Internal ProductionFinanceR DPersonnel TheMicro Environment Customers Competitors Suppliers供应商 Intermediaries中介 OtherStakeholders其他相关因素 TheMacro Environment PoliticalForces EconomicForces LegalForces TechnologicalForces SocioCulturalForces 8 2TheCompany sMicroenvironment 2 1Company sInternalEnvironment 企业内部要素 functionalareasinsideacompanythathaveanimpactonthemarketingdepartment splans 2 2Suppliers 供应商 providetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe valuedeliverysystem 2 3MarketingIntermediaries 中介 helpthecompanytopromote 促销 sell anddistribute 分配 itsgoodstofinalbuyers i e resellers continued 9 2 1Company sInternalEnvironment企业内部要素 10 2 1TheCompany sinternalenvironment Company sInternalEnvironment Areasinsideacompany Affectsthemarketingdepartment splanningstrategies Alldepartmentsmust thinkconsumer andworktogethertoprovidesuperiorcustomervalueandsatisfaction 11 2 2Suppliers供应商 Suppliers Provideresourcesneededtoproducegoodsandservices 原材料提供Importantlinkinthe valuedeliverysystem 价值链的重要节点Mostmarketerstreatsupplierslikepartners 重要的合作伙伴 12 2 3Marketingintermediaries中介 Resellers 中间商 physicaldistributionfirms 仓储和物流公司 marketingservicesagencies 营销服务代理 andfinancialintermediaries 金融服务商 Resellersaredistributionchannelfirmsthathelpthecompanyfindcustomersormakesalestothem Theseincludewholesalers 批发商 andretailers 零售商 whobuyandresell 13 2 3Marketingintermediaries中介 PhysicaldistributionfirmshelpthecompanytostockandmovegoodsfromtheirpointsoforigintotheirdestinationsMarketingservicesagenciesarethemarketingresearchfirms 调研公司 advertisingagencies 广告代理 mediafirms 传媒 andmarketingconsultingfirms 营销咨询公司 thathelpthecompanytargetandpromoteitsproductstotherightmarketsFinancialintermediariesincludebanks creditcompanies insurancecompanies andotherbusinessesthathelpfinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoods 14 2TheCompany sMicroenvironment 2 4Customers fivetypesofmarketsthatpurchaseacompany sgoodsandservices 2 5Competitors thosewhoserveatargetmarketwithsimilarproductsandservicesagainstwhomacompanymustgainstrategicadvantage 2 6Publics anygroupthatperceivesitselfhavinganinterestinacompany sabilitytoachieveitsobjectives 15 2 4TypesofCustomerMarkets消费者 GovernmentMarkets InternationalMarkets ResellerMarkets BusinessMarkets ConsumerMarkets Company 2020 2 5 16 17 2 6TypesofPublics公众 Company CitizenActionPublics LocalPublics GeneralPublic InternalPublics GovernmentPublics MediaPublics FinancialPublics 18 3MajorForcesintheCompany sMacro environment宏观环境因素 Thecompanyandalloftheotheractorsoperateinalargermacroenvironmentofforcesthatshapeopportunitiesandposethreatstothecompany 19 3TheCompany sMacro environment宏观环境 Demographic studiespopulationsintermsofsize density location age gender race occupationandotherstatistics Economic factorsthataffectconsumerpurchasingpowerandspendingpatterns Natural naturalresourcesneededasinputsbymarketersorthatareaffectedbymarketingactivities Continued 20 3TheCompany sMacro environment宏观环境 Technological forcesthatcreatenewtechnologies creatingnewproductandmarketopportunities Political laws agenciesandpressuregroupsthatinfluenceandlimitorganizationsandindividualsinagivensociety 特定的社会 Cultural institutionsandotherforcesthataffectasociety sbasicvalues perceptions 感知 preferences 偏好 andbehaviors 21 3 1DemographicEnvironment DemographicEnvironment WorldwidePopulationsGrowth GeographicPopulationShifts RiseofMicromarkets HouseholdPatterns EducationalGroups PopulationAgeMix EthnicMarkets 22 Population人口数量 OnechildperfamilypolicyPatterns人口结构HouseholdPatterns家庭结构 lowbirthrate人口出生率下降bettereducatedpopulation受教育程度提高 aging人口老龄化Morewhite collar白领化 Non traditionalhousehole家庭规模越来越小 离婚率高 非家庭住户 Femaleworkingpool妇女就业机会越来越大 changingageandfamilystructures geographicpopulationshifts educationalcharacteristics andpopulationdiversity 请举出一个产品的例子 说明这种人口变化对于产品的影响 23 6 GeographicShiftsinPopulationinUS 16 ofU S residentsmoveeachyearGeneralshifttowardtheSunbeltstatesCitytosuburbmigrationcontinuesMorepeoplemovingto micropolitan areasMorepeopletelecommute 24 3 2EconomicEnvironment 25 3 3NaturalEnvironment FactorsAffectingtheNaturalEnvironment ShortagesofRawMaterials IncreasedPollution GovernmentalIntervention 干涉 EnvironmentallySustainableStrategies Dell srecyclingprogram 26 3 4Technologicalenvironment Acceleratingpaceoftechnologicalchange Increasedregulationoftechnologicalchange Unlimitedopportunitiesforinnovation VaryingR Dbudgets TechnologicalEnvironment 27 3 4TechnologicalEnvironment Fasterpaceoftechnologicalchange productsareoutdatedatarapidpace Almostunlimitedopportunitiesbeingdevelopeddailyinhealthcare spaceindustry robotics andbio geneticfield Challengeisnotonlytechnical butalsocommercial makepractical affordableversionsofproducts Increasedregulationconcerningproductsafety individualprivacy andotherareasthataffecttechnologicalchanges 28 IncreasingLegislation ChangingGovernmentAgencyEnforcement IncludesLaws Government