市场营销学第三章 (2)ppt课件.ppt

ChapterThree AnalyzingtheMarketingEnvironment AnalyzingtheMarketingEnvironment TheCompany sMicroenvironmentTheCompany sMacroenvironemntRespondingtotheMarketingEnvironment TopicOutline TheMarketingEnvironment Themarketingenvironmentincludestheactorsandforcesoutsidemarketingthataffectmarketingmanagement sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers TheMarketingEnvironment Microenvironmentconsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers thecompany suppliers marketingintermediaries customermarkets competitors andpublics TheCompany sMicroenvironment ActorsintheMicroenvironment TheCompany sMicroenvironment TopmanagementFinanceR DPurchasingOperationsAccounting TheCompany TheCompany sMicroenvironment ProvidetheresourcestoproducegoodsandservicesTreatedaspartnerstoprovidecustomervalue Suppliers TheCompany sMicroenvironment Helpthecompanytopromote sellanddistributeitsproductstofinalbuyers MarketingIntermediaries TheCompany sMicroenvironment TypesofMarketingIntermediaries TheCompany sMicroenvironment Firmsmustgainstrategicadvantagebypositioningtheirofferingsagainstcompetitors offerings Competitors TheCompany sMicroenvironment Publics Anygroupthathasanactualorpotentialinterestinorimpactonanorganization sabilitytoachieveitsobjectivesFinancialpublicsMediapublicsGovernmentpublicsCitizen actionpublicsLocalpublicsGeneralpublicInternalpublics TheCompany sMacroenvironment TheCompany sMacroenvironment Demographyisthestudyofhumanpopulationsintermsofsize density location age gender race occupation andotherstatisticsDemographicenvironmentisimportantbecauseitinvolvespeople andpeoplemakeupmarketsDemographictrendsincludeage familystructure geographicpopulationshifts educationalcharacteristics andpopulationdiversity DemographicEnvironment TheCompany sMacroenvironment ChangingagestructureofthepopulationBabyboomersincludepeoplebornbetween1946and1964MostaffluentAmericans DemographicEnvironment TheCompany sMacroenvironment GenerationXincludespeoplebornbetween1965and1976HighparentaldivorceratesCautiouseconomicoutlookLessmaterialisticFamilycomesfirstLagbehindonretirementsavings DemographicEnvironment TheCompany sMacroenvironment Millennials genYorechoboomers includethosebornbetween1977and2000ComfortablewithtechnologyIncludesTweens ages8 12 Teens 13 19 Youngadults 20 s DemographicEnvironment TheCompany sMacroenvironment Generationalmarketingisimportantinsegmentingpeoplebylifestyleoflifestateinsteadofage DemographicEnvironment TheCompany sMacroenvironment Morepeopleare DivorcingorseparatingChoosingnottomarryChoosingtomarrylaterMarryingwithoutintendingtohavechildrenIncreasednumberofworkingwomenStay at homedads DemographicEnvironment TheCompany sMacroenvironment GrowthinU S WestandSouthanddeclineinMidwestandNortheastMovingfromruraltometropolitanareasChangesinwherepeopleworkTelecommutingHomeofficeDivorcingorseparating DemographicEnvironment TheCompany sMacroenvironment ChangesintheWorkforceMoreeducatedMorewhitecollar DemographicEnvironment TheCompany sMacroenvironment DemographicEnvironmentIncreasedDiversity MarketsarebecomingmorediverseInternationalNationalIncludes EthnicityGayandlesbianDisabled TheCompany sMacroenvironment EconomicenvironmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatternsIndustrialeconomiesarerichermarketsSubsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutput EconomicEnvironment TheCompany sMacroenvironment ChangesinincomeValuemarketinginvolveswaystoofferfinanciallycautiousbuyersgreatervalue therightcombinationofqualityandserviceatafairprice EconomicEnvironment TheCompany sMacroenvironment ErnstEngel Engel sLawAsincomerises ThepercentagespentonfooddeclinesThepercentagespentonhousingremainsconstantThepercentagespentonsavingsincreases EconomicEnvironmentChangesinConsumerSpendingPatterns TheCompany sMacroenvironment NaturalenvironmentinvolvesthenaturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesTrendsShortagesofrawmaterialsIncreasedpollutionIncreasegovernmentinterventionEnvironmentallysustainablestrategies NaturalEnvironment TheCompany sMacroenvironment TechnologicalEnvironment MostdramaticforceinchangingthemarketplaceCreatesnewproductsandopportunitiesSafetyofnewproductalwaysaconcern TheCompany sMacroenvironment Politicalenvironmentconsistsoflaws governmentagencies andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensociety PoliticalEnvironment TheCompany sMacroenvironment LegislationregulatingbusinessIncreasedlegislationChanginggovernmentagencyenforcementIncreasedemphasisonethicsSociallyresponsiblebehaviorCause relatedmarketing PoliticalEnvironment TheCompany sMacroenvironment Culturalenvironmentconsistsofinstitutionsandotherforcesthataffectasociety sbasicvalues perceptions andbehaviors CulturalEnvironment TheCompany sMacroenvironment Corebeliefsandvaluesarepersistentandarepassedonfromparentstochildrenandarereinforcedbyschools churches businesses andgovernmentSecondarybeliefsandvaluesaremoreopentochangeandincludepeople sviewsofthemselves others organization society nature andtheuniverse CulturalEnvironmentPersistenceofCulturalValues TheCompany sMacroenvironment People sviewofthemselvesYankelovichMonitor sconsumersegments Do it yourselfers recentmoversAdventurersPeople sviewofothersMore cocooning CulturalEnvironmentShiftsinSecondaryCulturalValues TheCompany sMacroenvironment People sviewoforganizationsPeople sviewofsocietyPatriotsdefenditReformerswanttochangeitMalcontentswanttoleaveit CulturalEnvironmentShiftsinSecondaryCulturalValues TheComp