营销环境ppt课件

1、营销环境,1,Understand your customer,Analyze the environment in which your customer coping with everyday Analyze the customer buying behavior,营销环境,2,Chapter 3 第三章,The Marketing Environment 营销环境,营销环境,3,Learning Objective学习目标,1.Describe the environmental forces环境因素 that affect the companys ability to serve

2、 its customers. 2.Understand the key elements of micro-environment, including the company, suppliers, customers, marketing intermediaries, competitors and publics 3. Understand key macro-environment factors demographic（人口统计的）, economic, natural, technological, political-legal, and socio-cultural dev

3、elopments. 4.Discuss how companies can react to the marketing environment.,营销环境,4,Content to be covered today,Definition of marketing environment Lecture The companys Mirco-environment Video and case study Small group discussion Lecture,营销环境,5,1Marketing Environment,Marketing Environment- consists o

4、f the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.企业外部能够影响企业建立并保持与目标客户良好关系能力的各种因素。 Considered to be beyond the control of the organization超出企业的控制范畴 Environment offers both opportunities and t

5、hreats既有威胁也有机会,营销环境,6,1Marketing Environment,Includes: Microenvironment （微观营销环境）- forces close to the company that affect its ability to serve its customers.与公司关系密切且能影响其满足客户能力的因素 Macroenvironment （宏观营销环境）- larger societal forces that affect the microenvironment. 影响微观环境的社会性因素,营销环境,7,1The Marketing En

6、vironment营销环境,3,Internal,Production Finance R products are outdated at a rapid pace. Almost unlimited opportunities being developed daily in health care, space industry, robotics, and bio-genetic field. Challenge is not only technical, but also commercial make practical, affordable versions of produ

7、cts. Increased regulation concerning product safety, individual privacy, and other areas that affect technological changes.,营销环境,27,Increasing Legislation,Changing Government Agency Enforcement,Includes Laws, Government Agencies, Etc. that Influence & Limit Organizations/ Individuals in a Given Soci

8、ety,Increased Emphasis on Ethics & Socially Responsible Actions,3.5Political Environment,营销环境,28,3.6Cultural Environment,Peoples View of Organizations,Peoples View of Nature,Peoples View of Themselves,Peoples View of Society,Peoples View of the Universe,Peoples View of Others,Cultural Values of a Society,营销环境,29,4Responding to the Marketing Environment,Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environmen