【市场营销英文版】02ExternalEnvironmentAnalysis

01四月2024【市场营销英文版】02ExternalEnvironmentAnalysis31三月2024【市场营销英文版】02ExternalE1MainAreasofFocusDemographicEconomicSocial-CulturalPolitical-LegalTechnologicalCompetitiveMainAreasofFocusDemographic2ExternalEnvironment

andtheMarketingMixTargetMarketExternalEnvironment

andthe3ExternalEnvironment:DemographicPopulationGrowthRatePopulationAgeMixPopulationDispersionEthnicityEducationExternalEnvironment:Demograph4ExternalEnvironment:EconomicIncomeBusinessCyclesInflationUnemploymentIncomeDistributionExternalEnvironment:Economic5ExternalEnvironment:EconomicIncome:ImportantTermstoRememberDisposableIncome:whatconsumershaveleftaftertaxesarepaid.DiscretionaryIncome:whatconsumershaveleftaftertaxesandnecessitiesarepaidforEngel’sLaw:theincomeprofileofaneconomymovesfromdisposabletodiscretionaryasaneconomydevelopsExternalEnvironment:Economic6ExternalEnvironment:Social-CulturalSocialclassesCultureValuesExternalEnvironment:Social-C7ExternalEnvironment:Social-CulturalValuesguidebehaviorandcandefineneeds.Valuesaredefinedaswidelyheldbeliefsthatsomeactivities,relationships,feelings,orgoalsareimportanttoacommunity’swell-being.Valuesareimportanttomarketers,because:Theyguideculturallyappropriatebehavior,Theyaredifficulttochange,Theyarewidelyaccepted,andTheyinclinepeopletorespondtospecificstimuliinstandardways.ExternalEnvironment:Social-C8ExternalEnvironment:Social-CulturalValuesCategoriesthatareusefultomarketers:Coreandsecondaryvalues:Corevaluesarehighlypersistent;secondaryvaluesaremuchmorelikelytochange.Subcultureandculturalvalues:Subcultureareseparatesegmentsofacultureorganizedaroundfactorsasrace,nationality,religion,orgeographiclocation.Instrumentalandterminalvalues:Instrumentalvaluesfocusonmodesofconduct(i.e.ambition);terminalvaluesdealwithend-statesofexistence(i.e.prosperity).Materialandnon-materialvalues:Materialvaluespertaintothings(thatpeoplecanbuyandwheretobuythemi.e.);whilenonmaterialvaluesdealwithideas,customs,andbeliefs(i.e.religionandpoliticalorientation).ExternalEnvironment:Social-C9ExternalEnvironment:Political-LegalImportantAreasofFocusGeneralmonetaryandfiscalpoliciesBroadsociallegislationandaccompanyingregulatoryagencypoliciesGovernmentrelationswithindividualindustriesLegislationrelatedtomarketingFortunately,thepolitical-legalenvironmenttendstochangeslowly.ExternalEnvironment:Politica10ExternalEnvironment:TechnologicalQuestionstoConsider:Couldtechnologycreatenewgoodsandservicestosell?Couldtechnologyimproveexistingproductsand/orservices?Couldtechnologyreducepricesthroughcost-efficientmanufacturinganddistributionprocesses?ExternalEnvironment:Technolo11ExternalEnvironment:CompetitiveTypesofcompetitiontoconsider:Brand:competitionfromothercompaniesthatoffersimilarproductsorservicesForm:competitionfromotherformsofyourproductorservice(internal)Generic:competitionfromcompaniesthatofferdifferentproductsorservices,butcouldperformessentiallythesamefunctionDesire:competitionwithallotherdesiresthatcustomersmightsatisfybeforepurchasingyourproductorserviceExternalEnvironment:Competit12ExternalEnvironment:CompetitiveCompetitiveClimates:Monopoly,ImportantdimensionsUniquenessofeachfirm’sproduct:uniqueNumberofcompetitors:noneSizeofcompetitors(relativetomarket):noneElasticityofdemandfacingfirm:eitherElasticityofindustrydemand:eitherControlofpricebyfirm:completeExternalEnvironment:Competit13ExternalEnvironment:CompetitiveCompetitiveClimates:Oligopoly,ImportantdimensionsUniquenessofeachfirm’sproduct:noneNumberofcompetitors:fewSizeofcompetitors(relativetomarket):largeElasticityofdemandfacingfirm:kinkedElasticityofindustrydemand:inelasticControlofpricebyfirm:some(ifcareful)ExternalEnvironment:Competit14ExternalEnvironment:CompetitiveCompetitiveClimates:PureCompetition,ImportantdimensionsUniquenessofeachfirm’sproduct:noneNumbe