营销环境研究报告概述

营销环境研究报告概述Objectives目标Knowtheenvironmentalforcesthataffectthecompany’sability

toserveitscustomers.Realizehowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

描述影响公司顾客服务能力的环境因素解释人口统计环境和经济环境的变化如何影响营销决策1Objectives目标Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.Knowthekeychangesinthepoliticalandculturalenvironments.Understandhowcompaniescanreacttothemarketingenvironment.确定公司自然环境的技术环境的主要变化趋势解释政治和文化环境中的关键变化因素讨论公司应该如何应对营销环境的变化2CaseStudy案例研究“Millennialfever”setthestagetobringbacktheBeetleVW’sinvestment:

$560millionDemandquicklyoutstrippedsupplyThenewVWbeetleenjoyedcross-generationalappealEarnedmanyawardsBeetlenowaccountsforover25%ofcompanysalesVolkswagenDiscussion:Willtheflower-powerMicrobussucceednext?3KeyEnvironments

主要环境MarketingEnvironmentTheactorsandforcesthataffectafirm’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.Aspectsofthemarketingenvironment:MicroenvironmentMacroenvironment营销环境在营销活动之外，能够影响营销部门建立并保持与目标顾客良好关系的能力的各种因素和力量。营销环境的方面：微观环境宏观环境4TheMicroenvironment

微观环境Departmentswithinthecompanyimpactmarketingplanning.Suppliershelpcreateanddelivercustomervalue.Treatsuppliersaspartners.Marketingintermediarieshelpsell,promote,anddistributegoods.Intermediariestakemanyforms.公司部门会影响营销计划供应商可以帮助创造和传递消费者价值把供应商当作合作者营销中间商帮助销售、促销和分销商品中间商有很多形式5TheMacroenvironment

宏观环境Customermarketsmustbestudied.Consumer,business,government,resellerandinternationalmarketsexist.Successfulcompaniesprovidebettercustomervaluethanthecompetition.Sizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.Variouspublicsmustalsobeconsidered.必须研究消费者市场存在着顾客、公司、政府、零售商和国际市场成功的公司比竞争对手提供更多的顾客价值规模和行业位置可以帮助决定适当的竞争策略必须考虑各种公众6MacroenvironmentalForces

宏观环境因素DemographicEconomicNaturalTechnologicalPoliticalCultural人口统计环境经济环境自然环境技术环境政治环境文化环境7TheMacroenvironment

宏观环境KeyDemographicTrendsWorldpopulationgrowthChangingagestructureTheU.S.populationconsistsofseven

generationalgroups.Babyboomers,GenerationX,and

GenerationYarekeygroups.Distinctsegmentstypicallyexistwithin

thesegenerationalgroups.主要人口趋势全球人口增长年龄结构变化美国人口包括七个主要群体生育高峰、X代、Y代是主要群体。在这几代群体中存在典型的差别营销8BabyBoomers生育高峰在1946和1964年间出生占人口的28%，收入占全部个人收入的一半存在许多微型细分市场成熟时达到收入高峰有利于旅行、娱乐、住房及更多市场Bornbetween1946and1964Represent28%ofthepopulation;earn50%ofpersonalincomeManymini-segmentsexistwithintheboomergroupEnteringpeakearningyearsastheymatureLucrativemarketfortravel,entertainment,housing,andmore9GenerationX/X代出生于1965到1976年第一代掌握门锁钥匙的孩子具有新的文化思想有每年1250亿美元的购买力到2010年会成为大多数商品的主要购买者Bornbetween1965and1976FirstlatchkeychildrenMaintainacautiouseconomicoutlookSharenewculturalconcernsRepresent$125billioninannualpurchasingpowerWillbeprimarybuyersofmostgoodsby201010TheMacroenvironment

宏观环境KeyDemographicTrendsChangingAmericanhouseholdGeographicpopulationshiftsBetter-educated,morewhite-collarworkforceIncreasingDiversity主要人口趋势家庭的变化人口的地理变化更好的教育及更多的白领人口多样化趋势增加11TheMacroenvironment

宏观环境TheEconomicEnvironmentAffectsconsumerpurchasingpowerandspendingpatterns.Twotypesofnationaleconomies:subsistencevs.industrial.U.S.consumersnowspendcarefullyanddesiregreatervalue.经济环境影响消费者的购买力和消费形式两种形式的国家经济：自给自足经济和工业化经济美国消费者目前花钱更小心，追求更高价值12KeyEconomicTrends

U.S.incomedistributionisskewed.Upperclass,middleclass,workingclassandtheunderclass.Richaregettingricher,themiddleclassisshrinking,andtheunderclassremainspoor.Consumerspendingpatternsarechanging.主要经济趋势美国的收分布发生倾斜上升阶级、中产阶级、工作阶级和下等阶级富得更富、中产阶级在缩小、下等阶级变得更穷消费者的消费模式正在改变TheMacroenvironment

宏观环境13TheMacroenvironment

宏观环境TheNaturalEnvironmentConcernforthenaturalenvironmenthasgrownsteadily,increasingtheimportanceofthesetrends:ShortageofrawmaterialsIncreasedpollutionIncreasedgovernmentalintervention自然环境对自然环境的关注在稳步增长，以下趋势正在增长：原材料短缺污染增加政府干预增加14TheMacroenvironment

宏观环境KeyTechnologicalTrendsThetechnologicalenvironmentischaracterizedbyrapidchange.Newtechnologiescreatenewopportunitiesandmarketsbutmakeoldtechnologiesobsolete.TheU.S.leadstheworldinresearchanddevelopmentspending.主要技术趋势技术环境变化很快新技术带来更多的机会市场，但会荒废老技术美国的研发费用世界领先15TheMacroenvironment宏观环境TheCulturalEnvironmentIscomposedofinstitutionsandother

forcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.Culturecaninfluencedecisionmaking.Corebeliefsarepersistent;secondaryculturalvalueschangeandshiftmoreeasily.Theculturalvaluesofasocietyareexpressedthroughpeople’sviews.文化环境由那些影响社会的基本价值观、偏好和行为的风俗习惯和其他因素组成。文化可以影响决策核心好处是持久，从属价值观更容易改变。社会的文化价值观通过人们的观点表现出来