国际市场营销微观环境中英文三

市场营销的微观环境

企业竞争者供应商营销中介顾客微观环境图市场营销的微观环境结构1.company公司内部环境ConsistentwiththeplansmadebytopmanagementInternalmanagementWorkcloselywithotherdepartmentmanagementdepartmentsFinancePurchasingManufacturingResearch&development4Pmarketingmix产品策略价格策略促销策略分销策略2.SuppliersL‘OrealGroup欧莱雅集团是《财富》世界500强之一，世界著名化妆品生产厂家，创建于1907年。历经近一个世纪的努力，欧莱雅已从一个小型家庭企业跃居世界化妆品行业的领头羊。欧莱雅集团的事业遍及150多个国家和地区，在全球拥有283家分公司及100多个代理商，欧莱雅集团在全球还拥有50,491名员工、42家工厂和500多个优质品牌。作为全球最大的化妆品集团，欧莱雅在近一个世纪的历程里，不遗余力地为满足世界各国人民对美的追求而奋斗；同样肩负着这一崇高使命，欧莱雅于1997年正式来到中国。目前其各类化妆品行销全世界，广受欢迎。除化妆品外，该集团还经营高档消费品，并从事制药和皮肤病研究。产品有化妆品，染发用品，护肤品，防晒用品，彩妆，淡香水，香水和高档消费品。现在欧莱雅集团最大的两大股东是欧莱雅品牌创始人的独生女贝当古夫人和雀巢集团。

Suppliersarefirmsandindividualsthatprovidetheresourcesneededbythecompanyanditscompetitorstoproducegoodsandservices.Theyareanimportantlinkinthecompany’soverallcustomer“valuedeliverysystem.”

12Oneconsiderationistowatchsupplyavailability(suchassupplyshortages).

Anotherpointofconcernisthemonitoringofpricetrendsofkeyinputs.Risingsupplycostsmustbecarefullymonitored

Supplierproblems,suchasdelivery,priceandqualityetc.,canseriouslyaffectmarketing.3.MarketingIntermediaries

★Marketingintermediariesarefirms,whichcanhelpthecompanytopromote,sellanddistributeitsgoodstofinalbuyers.Andthefollowingcomponentsareplayingacriticalroleinthemarketingintermediaries.PhysicaldistributionfilmsMarketingServicesagenciesFinancialintermediariesResellersMarketingIntermediariesMarketingIntermediaries◆Resellers:helpthecompanyfindcustomersormakesalestothem.Suchas:wholesalersandretailers.◆Physicaldistributionfilms:helpthecompanytostockandmovegoodsfromoriginareastodestination.◆Marketingservicesagencies:helpthecompanytargetandpromoteitsproductstotherightmarket.Suchasthemarketingresearchfirms,advertisingagencies,mediafirmsandmarketingconsultancies.◆Financialintermediaries:helpfinancetransactionsorinsureagainsttherisksrelatedtothebuyingandsellingofgoods.Includingbanks,creditcompanies,insurancecompaniesandotherbusinesses.4.CustomersCustomerisking.Sothecompanymuststudyitiscustomermarketclosely.Therearesixtypesofcustomermarkets.ConsumermarketBusinessmarketsResellermarketsInstitutionalmarketsGovernmentmarketsInternationalmarkets……………………Ifyouwanttooccupyastrongpositioninthemarket,thengrabbedthefirstfromthecustomer5.CompetitorsTobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.So,theymustgainstrategicadvantagebypositioningtheirofferingstronglyagainstcompetitors’’offeringsinthemindsofconsumers.竞争者愿望竞争争者Desiredcompetitors一般竞争争者GeneralcompetitorsAB产品形式式竞争者者ProductsformcompetitorsC我想吃什什么？比萨饼冷饮糖果……我想吃哪哪种糖果果？水果糖巧克力奶糖……我想满足足什么？？运动看电影吃东西……我想吃哪哪种奶糖糖？金丝猴大白兔喔喔……D品牌竞争争者BrandcompetitorsCocaColavs.PepsiP&Gvs.Unilever6.publicsAnygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.Financialpublicswhichaffectthecompany’’sabilitytoobtainfunds.Mediapublicswhichcarrynews,featuresandeditorialopinionfororagainstthecompany.GovernmentpublicsCitizen-actionpublics:interestgroupsLocalpublicsGeneralpublics(perceivedimage)Internalpublics:thecompany’semployeesandmanagerspublicsThankyouforyourattention!谢谢谢1月-2320:16:3920:1620:161月-231月-2320:1620:1620:16:391月-231月-2320:16:392023/1/520:16:399、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄黄叶树，，灯下白白头人。。。20:16:4020:16:4020:161/5/20238:16:40PM11、以我我独沈沈久，，愧君君相见见频。。。1月-2320:16:4020:16Jan-2305-Jan-2312、故人江江海别，，几度隔隔山川。。。20:16:4020:16:4020:16Thursday,January5,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2320:16:4020:16:40January5,202314、他乡生白发发，旧国见青青山。。05一月20238:16:40下午20:16:401月-2315、比不了得就就不比，得不不到的就不要要。。。一月238:16下下午1月-2320:16January5,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/520:16:4020:16:4005January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。8:16:40下下午8:16下下午20:16:401月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。20:16:4020:16:4020:161/5/20238:16:40PM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。1月月-2320:16:4020:16Jan-2305-Jan-2312、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。20:16:4020:16:4020:16Thursday,January5,202313、不知香积积寺，数里里入云峰。。。1月-231月-2320:16:4020:16:40January5,202314、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。05一月月20238:16:40下下午20:16:401月-2315、楚塞三湘湘接，荆门门九派通。。。。一月238:16下下午1月-2320:16January5,202316、少年十五二二十时，步行行夺得胡马骑骑。。2023/1/520:16:4020:16:4005January202317、空空山山新新雨雨后后，，天天气气晚晚来来秋秋。。。。8:16:40下下午午8:16下下午午20:16:401月月-239、杨柳散和和风，青山山澹吾虑。。。1月-231月-23Thursday,January5,202310、阅读一切好好书如同和过过去最杰出的的人谈话。20:16:4020:16:4020:161/5/20238:16:40PM11、越是没没有本领领的就越越加自命命不凡。。1月-2320:16:4020:16Jan-2305-Jan-2312、越越是是无无能能的的人人，，越越喜喜欢欢挑挑剔剔别别人人的的错错儿儿。。20:16:4020:16:4020:16Thursday,January5,202313、知人者者智，自自知者明明。胜人人者有力力，自胜