市场营销学第三章

1、Chapter 3- slide 1Copyright 2009 Pearson Education, Inc. Publishing as Prentice HallChapter ThreeAnalyzing the Marketing EnvironmentChapter 3- slide 2Copyright 2010 Pearson Education, Inc. Analyzing the Marketing Environment The Companys Microenvironment The Companys Macroenvironemnt Responding to t

2、he Marketing EnvironmentTopic OutlineChapter 3- slide 3Copyright 2010 Pearson Education, Inc. The Marketing EnvironmentThe marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customersCha

3、pter 3- slide 4Copyright 2010 Pearson Education, Inc. The Marketing EnvironmentMicroenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publicsChapter 3- slide 5Co

4、pyright 2010 Pearson Education, Inc. The Companys MicroenvironmentActors in the MicroenvironmentChapter 3- slide 6Copyright 2010 Pearson Education, Inc. The Companys Microenvironment Top management Finance R&D Purchasing Operations AccountingThe CompanyChapter 3- slide 7Copyright 2010 Pearson Educat

5、ion, Inc. The Companys Microenvironment Provide the resources to produce goods and services Treated as partners to provide customer valueSuppliersChapter 3- slide 8Copyright 2010 Pearson Education, Inc. The Companys MicroenvironmentHelp the company to promote, sell and distribute its products to fin

6、al buyersMarketing IntermediariesChapter 3- slide 9Copyright 2010 Pearson Education, Inc. The Companys MicroenvironmentTypes of Marketing IntermediariesChapter 3- slide 10Copyright 2010 Pearson Education, Inc. The Companys Microenvironment Firms must gain strategic advantage by positioning their off

7、erings against competitors offeringsCompetitorsChapter 3- slide 11Copyright 2010 Pearson Education, Inc. The Companys MicroenvironmentPublics Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives Financial publics Media publics Governme

8、nt publics Citizen-action publics Local publics General public Internal publicsChapter 3- slide 12Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentChapter 3- slide 13Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentDemography is the study of human populations in

9、 terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and populati

10、on diversityDemographic EnvironmentChapter 3- slide 14Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment Changing age structure of the population Baby boomers include people born between 1946 and 1964 Most affluent AmericansDemographic EnvironmentChapter 3- slide 15Copyright 2010 P

11、earson Education, Inc. The Companys Macroenvironment Generation X includes people born between 1965 and 1976 High parental divorce rates Cautious economic outlook Less materialistic Family comes first Lag behind on retirement savingsDemographic EnvironmentChapter 3- slide 16Copyright 2010 Pearson Ed

12、ucation, Inc. The Companys Macroenvironment Millennials (gen Y or echo boomers) include those born between 1977 and 2000 Comfortable with technology Includes Tweens (ages 812) Teens (1319) Young adults (20s)Demographic EnvironmentChapter 3- slide 17Copyright 2010 Pearson Education, Inc. The Companys

13、 MacroenvironmentGenerational marketing is important in segmenting people by lifestyle of life state instead of ageDemographic EnvironmentChapter 3- slide 18Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentMore people are: Divorcing or separating Choosing not to marry Choosing to

14、marry later Marrying without intending to have children Increased number of working women Stay-at-home dadsDemographic EnvironmentChapter 3- slide 19Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment Growth in U.S. West and South and decline in Midwest and Northeast Moving from rur

15、al to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separatingDemographic EnvironmentChapter 3- slide 20Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment Changes in the Workforce More educated More white collarDemographic EnvironmentChapter

16、 3- slide 21Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentDemographic EnvironmentIncreased DiversityMarkets are becoming more diverseInternationalNationalIncludes:EthnicityGay and lesbianDisabledChapter 3- slide 22Copyright 2010 Pearson Education, Inc. The Companys Macroenviron

17、mentEconomic environment consists of factors that affect consumer purchasing power and spending patterns Industrial economies are richer markets Subsistence economies consume most of their own agriculture and industrial outputEconomic EnvironmentChapter 3- slide 23Copyright 2010 Pearson Education, I

18、nc. The Companys Macroenvironment Changes in income Value marketing involves ways to offer financially cautious buyers greater valuethe right combination of quality and service at a fair priceEconomic EnvironmentChapter 3- slide 24Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment

19、Ernst EngelEngels Law As income rises: The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increasesEconomic EnvironmentChanges in Consumer Spending PatternsChapter 3- slide 25Copyright 2010 Pearson Education, Inc. The Companys Macro

20、environmentNatural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increase government intervention Environmentally sustainable strategiesNatural EnvironmentChapter 3-

21、 slide 26Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentTechnological Environment Most dramatic force in changing the marketplace Creates new products and opportunities Safety of new product always a concernChapter 3- slide 27Copyright 2010 Pearson Education, Inc. The Companys M

22、acroenvironmentPolitical environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given societyPolitical EnvironmentChapter 3- slide 28Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment Legislation reg

23、ulating business Increased legislation Changing government agency enforcement Increased emphasis on ethics Socially responsible behavior Cause-related marketingPolitical EnvironmentChapter 3- slide 29Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentCultural environment consists of

24、 institutions and other forces that affect a societys basic values, perceptions, and behaviorsCultural EnvironmentChapter 3- slide 30Copyright 2010 Pearson Education, Inc. The Companys MacroenvironmentCore beliefs and values are persistent and are passed on from parents to children and are reinforce

25、d by schools, churches, businesses, and governmentSecondary beliefs and values are more open to change and include peoples views of themselves, others, organization, society, nature, and the universeCultural EnvironmentPersistence of Cultural ValuesChapter 3- slide 31Copyright 2010 Pearson Education, Inc. The Companys Macroenvironment Peoples view of themselves Yankelovich Monitors consumer segments: Do-it-yourse