市场环境1(市场营销学)课件

市场环境1 市场营销学 课件 Chapter3InternationalMarketingEnvironmentPartI Samantha 市场环境1 市场营销学 课件 Goals Ssaresupposedto 1 understandtheglobaltrend 2 gettoknowwhatmarketingenvironmentis 3 learnaboutcomponentsofmacro environmentandmicro environment 市场环境1 市场营销学 课件 Introduction 市场环境1 市场营销学 课件 Introduction Toseekmutualeconomicbenefitfromreducinginterregionaltradeandtariffbarriershasbecomethemostimportantglobaltrendtoday Theuniversalgoalofmultinationalcooperationiseconomicbenefitfortheparticipants 市场环境1 市场营销学 课件 Politicalandsocialbenefitssometimesaccrue 增加 增长 butthedominantmotiveforaffiliationiseconomic Theworldisawashineconomiccooperativeagreementsascountrieslookforeconomicalliancestoexpandaccesstofreemarkets 市场环境1 市场营销学 课件 Thissurvivalofthefittest impliesmultiplicationofthefittest Thissurvivalofthefittest iswhatMr Darwinhascalled naturalselection orthepreservationoffavouredracesinthestruggleforlife 达尔文 市场环境1 市场营销学 课件 MarketingEnvironment MarketingEnvironment consistsofthefactorsandforcesoutsidemarketingthataffectmarketingmanagement sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers Includes Microenvironment forcesclosetothecompanythataffectitsabilitytoserveitscustomers Macroenvironment largersocietalforcesthataffectthewholemicroenvironment 市场环境1 市场营销学 课件 TheMarketingEnvironment Company Demographic 人口 Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics 市场环境1 市场营销学 课件 TheMicroenvironment Company Customers Publics Suppliers Competitors Intermediaries ForcesAffectingaCompany sAbilitytoServeItsCustomers 市场环境1 市场营销学 课件 TheCompany sMicroenvironment Company sInternalEnvironment functionalareassuchastopmanagement finance andmanufacturing etc Suppliers providetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe valuedeliverysystem 市场环境1 市场营销学 课件 MarketingIntermediaries helpthecompanytopromote sell anddistributeitsgoodstofinalbuyers 市场环境1 市场营销学 课件 TheCompany sMicroenvironment Customers fivetypesofmarketsthatpurchaseacompany sgoodsandservices Competitors thosewhoserveatargetmarketwithsimilarproductsandservicesagainstwhomacompanymustgainstrategicadvantage 市场环境1 市场营销学 课件 Publics anygroupthatperceivesitselfhavinganinterestinacompany sabilitytoachieveitsobjectives 市场环境1 市场营销学 课件 TypesofCustomerMarkets Company ConsumerMarkets InternationalMarkets GovernmentMarkets BusinessMarkets ResellerMarkets 市场环境1 市场营销学 课件 Resellersrefertobuyerswhopurchasewiththeintentofsellingthoseproductstoothers Theresellermarketincludeswholesalers retailers anddistributors Resellersmayrestricttheirpurchasestooneproductorbrandorofferavarietyofproductsandbrands 市场环境1 市场营销学 课件 Businessvsconsumermarkets BM Thereareasmallnumberofbigcustomersthataccountforalarge ofrevenueCM Everycustomerhasequalvalueandrepresentsasmall ofrevenue 市场环境1 市场营销学 课件 BM Salesaremadepersonally themanufacturergetstoknowthecustomerCM Salesaremaderemotely themanufacturerdoesn tmeetthecustomerBM Productsarecustomisedfordifferentcustomers ServiceishighlyvaluedCM Productsarethesameforallcustomers Theserviceelementislow 市场环境1 市场营销学 课件 BM Purchasesaremadeforotherstouse imageisimportantwhereitaddsvaluetocustomersCM Purchasesaremadeforpersonaluse imageisimportantforitsownsake 市场环境1 市场营销学 课件 BM Thepurchaserisnormallyanintegrator someonedownthesupplychainistheuser CM Thepurchaserisnormallytheuser 市场环境1 市场营销学 课件 BM PurchasecostsmaybeasmallpartofthetotalcostsofuseCM CostsarerestrictedtopurchasecostsBM Thepurchaseeventisconductedprofessionallyandincludestender 投标 andnegotiation CM Thepurchaseeventisnotsubjecttotenderandnegotiation 市场环境1 市场营销学 课件 BM Theexchangeisoftenoneofstrategicintent ThereisthepotentialforlongtermvalueCM Theexchangeisoneofftransaction 一次性 非经常性交易 Thereisnolong timeview financialservicesdiffer 市场环境1 市场营销学 课件 Conclusion Business to businessmarkets B2B aremorefocusedoncustomerrelationshipsthanisnormallytrueforconsumermarkets 市场环境1 市场营销学 课件 TypesofPublics Financiali e Banks Mediai e Newspapers Governmenti e Regulations Citizen Actioni e ConsumerGroups Locali e NeighborhoodResidents GeneralPublic Internali e Employees 市场环境1 市场营销学 课件 TheMacroenvironment Demographic Technological Cultural Economic Political Natural ForcesthatShapeOpportunitiesandPoseThreatstoaCompany 市场环境1 市场营销学 课件 TheCompany sMacroenvironment Demographic studiespopulationsintermsofage gender race occupation locationandotherstatistics Economic factorsthataffectconsumerpurchasingpowerandspendingpatterns Natural naturalresourcesneededasinputsbymarketersorthatareaffectedbymarketingactivities 市场环境1 市场营销学 课件 KeyU S DemographicTrends ChangingAgeStructurePopulationisgettingolder ChangingFamilyStructureMarryinglater fewerchildren workingwomen andnonfamilyhouseholds GeographicShiftsMovingtotheSunbeltandsuburbs MSA s IncreasedEducationIncreasedcollegeattendanceandwhite collarworkers GrowingEthnicandRacialDiversity72 Caucasian 13 African American 11 Hispanic 3 Asian 市场环境1 市场营销学 课件 Non familyhouseholds Apersonlivingaloneorsharingahomeexclusivelywithunrelatedpeople forexample roommatesorunmarriedpartners 非家庭户 市场环境1 市场营销学 课件 EconomicEnvironment ChangingConsumerSpendingPatterns EconomicDevelopment ChangesinIncome KeyEconomicConcernsforMarketers 市场环境1 市场营销学 课件 NaturalEnvironment ShortagesofRawMaterials IncreasedPollution GovernmentalIntervention FactorsAffectingtheNaturalEnvironment 市场环境1 市场营销学 课件 TheCompany sMacroenvironment Technological forcesthatcreatenewtechnologies creatingnewproductandmarketopportunities Political laws agenciesandgroupsthatinfluenceandlimitorganizationsandindividualsinagivensociety 市场环境1 市场营销学 课件 Cultural institutionsandotherforcesthataffectasociety sbasicvalues perceptions preferences andbehaviors 市场环境1 市场营销学 课件 TechnologicalEnvironment RapidPaceofChange UnlimitedOpportunities IncreasedRegulation Practical AffordableProducts