第三章-營(yíng)銷環(huán)境

1、精選優(yōu)質(zhì)文檔-傾情為你奉上第三章 營(yíng)銷環(huán)境 公司必須隨時(shí)觀察并適應(yīng)營(yíng)銷環(huán)境，以尋機(jī)遇，避免威脅。營(yíng)銷環(huán)境由所有影響公司在其目標(biāo)市場(chǎng)有效運(yùn)營(yíng)能力的相關(guān)人員和因素組成。1、描述影響公司服務(wù)于顧客的能力的環(huán)境因素。公司的微觀環(huán)境因素包括那些與公司密切聯(lián)系的相關(guān)因素，它們綜合起來(lái)形成了公司的價(jià)值傳遞系統(tǒng)，影響公司顧客服務(wù)的能力。微觀環(huán)境包括公司的內(nèi)部環(huán)境、營(yíng)銷渠道企業(yè)、用戶市場(chǎng)、競(jìng)爭(zhēng)對(duì)手和各種類型的公眾。宏觀環(huán)境由更廣泛的社會(huì)因素構(gòu)成，這些因素影響著整個(gè)微觀環(huán)境。構(gòu)成公司宏觀環(huán)境的六大因素是：人口統(tǒng)計(jì)、經(jīng)濟(jì)、自然、技術(shù)、政治和文化因素。這些因素構(gòu)成了公司面對(duì)的機(jī)會(huì)與威脅。 2、解釋人口統(tǒng)計(jì)環(huán)境和經(jīng)濟(jì)環(huán)

2、境的變化如何影響營(yíng)銷決策人口統(tǒng)計(jì)學(xué)研究人口的特征。如今的人口統(tǒng)計(jì)環(huán)境顯示出不斷變化著的年齡結(jié)構(gòu)、家庭結(jié)構(gòu)、人口居住區(qū)域，更好的教育及更多的白領(lǐng)人口，還有多樣化趨勢(shì)的增加。經(jīng)濟(jì)環(huán)境由那些影響購(gòu)買力和購(gòu)買方式的因素組成。如今經(jīng)濟(jì)環(huán)境的特點(diǎn)是較低的實(shí)際收入和變動(dòng)的消費(fèi)方式?，F(xiàn)在的消費(fèi)者為財(cái)務(wù)負(fù)擔(dān)所迫，傾向于尋求更大的價(jià)值-高質(zhì)量和適當(dāng)價(jià)格的組合。收入的分布狀況也在發(fā)生變化。富人更加富裕，中等收入的階層萎縮、窮人更窮了，導(dǎo)致了一個(gè)兩極分化的市場(chǎng)。許多公司現(xiàn)在針對(duì)兩個(gè)不同的市場(chǎng)進(jìn)行營(yíng)銷活動(dòng)-富裕者市場(chǎng)和中等收入市場(chǎng)。3、確定公司自然環(huán)境和技術(shù)環(huán)境的主要變化趨勢(shì)自然環(huán)境有三種主要趨勢(shì)：某些原材料短缺、污染

3、程度加深、政府對(duì)于自然資源更加嚴(yán)密的管理。人們對(duì)自然環(huán)境的關(guān)心為那些明智的公司帶來(lái)了營(yíng)銷機(jī)遇。營(yíng)銷人員還應(yīng)當(dāng)注意技術(shù)環(huán)境中的四個(gè)主要趨勢(shì)：高速的技術(shù)變化、高額的研發(fā)預(yù)算、公司致力于小幅度的產(chǎn)品改革、政府法規(guī)的增加。無(wú)法跟上技術(shù)變化的公司將錯(cuò)過(guò)新產(chǎn)品和營(yíng)銷機(jī)會(huì)。4、解釋政治和文化環(huán)境中的關(guān)鍵變化政治環(huán)境由影響或限制營(yíng)銷活動(dòng)的法律、機(jī)構(gòu)和團(tuán)體組成。政治環(huán)境正在經(jīng)歷三種對(duì)營(yíng)銷有影響的變化：工商業(yè)法規(guī)的增加、政府對(duì)法規(guī)執(zhí)行的強(qiáng)化、對(duì)倫理道德和社會(huì)責(zé)任的強(qiáng)調(diào)。文化環(huán)境由影響社會(huì)中人們價(jià)值觀、感覺(jué)、偏好和行為的制度和其他因素構(gòu)成。這一環(huán)境顯示出長(zhǎng)期的"集體中心主義"傾向，對(duì)組織信任度的

4、下降，愛(ài)國(guó)主義熱情的增強(qiáng)，對(duì)自然關(guān)注程度的增加，新精神信仰的出現(xiàn)，以及更有意義和更持久的價(jià)值取向。5、討論公司應(yīng)如何應(yīng)對(duì)營(yíng)銷環(huán)境公司可以將營(yíng)銷環(huán)境看成一個(gè)不可控因素，被動(dòng)地接受并適應(yīng)，隨著環(huán)境的變化采取應(yīng)對(duì)措施以避免威脅或利用機(jī)會(huì)。公司也可以采用一種環(huán)境管理的觀點(diǎn)，積極地改變環(huán)境而不僅僅是去適應(yīng)它。只要有可能，公司就應(yīng)當(dāng)采取后一種措施。 關(guān)鍵概念和原則營(yíng)銷環(huán)境既能帶來(lái)機(jī)遇，也會(huì)造成威脅。公司營(yíng)銷人員對(duì)于識(shí)別和預(yù)測(cè)環(huán)境變化負(fù)有主要責(zé)任。營(yíng)銷環(huán)境由微觀環(huán)境和宏觀環(huán)境組成。在制定營(yíng)銷計(jì)劃時(shí)，營(yíng)銷部門要兼顧公司的其他部門，營(yíng)銷經(jīng)理必須與公司其他部門密切配合。供應(yīng)商在公司整個(gè)顧客價(jià)值傳遞系統(tǒng)中起著重要的

5、紐帶作用。營(yíng)銷經(jīng)理必須注意供應(yīng)能力，監(jiān)控關(guān)鍵供應(yīng)品的價(jià)格變動(dòng)趨勢(shì)。營(yíng)銷中間商幫助公司促銷、銷售以及分配產(chǎn)品給最終用戶。包括經(jīng)銷商、貨物儲(chǔ)運(yùn)公司、營(yíng)銷服務(wù)機(jī)構(gòu)以及金融中介?，F(xiàn)今的營(yíng)銷人員已經(jīng)認(rèn)識(shí)到與中間商通力合作而不僅僅是把它們當(dāng)作銷售渠道的重要性。 五種類型的顧客市場(chǎng)是消費(fèi)者市場(chǎng)、產(chǎn)業(yè)市場(chǎng)、零售商市場(chǎng)、政府市場(chǎng)和國(guó)際市場(chǎng)。每個(gè)公司都應(yīng)當(dāng)考慮到自己的規(guī)模，以及同競(jìng)爭(zhēng)對(duì)手相比在行業(yè)中的地位。公眾包括：金融公眾、媒介公眾、政府公眾、民間公眾、地方公眾、一般公眾、內(nèi)部公眾世界人口數(shù)量高度的差異性既帶來(lái)了機(jī)會(huì)也帶來(lái)了威脅，營(yíng)銷人員應(yīng)當(dāng)密切注意國(guó)內(nèi)外的人口發(fā)展趨勢(shì)和市場(chǎng)變化，關(guān)注年齡和家庭結(jié)構(gòu)的變化，人口

6、的地理位置遷移，教育特點(diǎn)和人口的多樣化。經(jīng)濟(jì)環(huán)境（economic environment）由那些影響顧客購(gòu)買力和消費(fèi)方式的因素構(gòu)成。各國(guó)在收入水平和收入分布方面差別很大。營(yíng)銷人員必須密切注意世界市場(chǎng)和各國(guó)市場(chǎng)的購(gòu)買力變化趨勢(shì)和人們的消費(fèi)習(xí)慣。 自然環(huán)境（natural environment）指的是那些營(yíng)銷人員需投入的或是受到營(yíng)銷活動(dòng)影響的自然資源。營(yíng)銷人員應(yīng)當(dāng)注意自然環(huán)境中的幾個(gè)趨勢(shì)。（1）原材料的短缺；（2）污染的增加；（3）政府對(duì)于自然資源越來(lái)越嚴(yán)密的管理。對(duì)于自然環(huán)境的關(guān)心掀起了一場(chǎng)綠色運(yùn)動(dòng)，現(xiàn)在，越來(lái)越多的公司已認(rèn)識(shí)到良好的生態(tài)環(huán)境與健康發(fā)展的經(jīng)濟(jì)之間的聯(lián)系。我們對(duì)于技術(shù)的看法，取

7、決于我們是對(duì)它帶來(lái)的新奇還是對(duì)它帶來(lái)的錯(cuò)誤留下更深的印象。 技術(shù)環(huán)境的變化非常迅速，新技術(shù)創(chuàng)造了新的市場(chǎng)和機(jī)會(huì)。政治環(huán)境包括法律、政府機(jī)構(gòu)和壓力群體，在一個(gè)確定的社會(huì)中，它們影響和制約著各類組織和個(gè)人。幾乎每一項(xiàng)營(yíng)銷活動(dòng)都面對(duì)著一系列的法律和規(guī)定。在過(guò)去若干年中，世界各國(guó)都增加與工商業(yè)有關(guān)的立法。國(guó)際營(yíng)銷人員將與幾十甚至上百個(gè)負(fù)責(zé)執(zhí)行商業(yè)政策和法規(guī)的政府部門打交道。新的法律及其實(shí)施將繼續(xù)出現(xiàn)。社會(huì)準(zhǔn)則和職業(yè)倫理也制約著工商業(yè)，開(kāi)明的公司鼓勵(lì)其管理者不僅要遵守法規(guī)，還要"做正確的事情"。蓬勃發(fā)展的電子商務(wù)和網(wǎng)絡(luò)營(yíng)銷帶來(lái)了一系列新的社會(huì)和倫理問(wèn)題。 文化環(huán)境由那些影響社會(huì)的基本

8、價(jià)值觀、觀念、偏好和行為的風(fēng)俗習(xí)慣和其他因素組成。特定社會(huì)中的人會(huì)有特定的信仰和價(jià)值觀，而且輕易不會(huì)改變。營(yíng)銷人員可以影響人們的從屬信仰，但改變核心信仰的機(jī)會(huì)卻微乎其微。社會(huì)的主要價(jià)值觀通過(guò)人們對(duì)自己和他人的看法，以及對(duì)組織和社會(huì)、自然以及宇宙的看法表現(xiàn)出來(lái)。另一些公司則持一種環(huán)境管理的觀點(diǎn)。雖然營(yíng)銷管理并不總能夠影響環(huán)境因素，但在很多情況下，不能僅僅滿足于簡(jiǎn)單地觀察環(huán)境然后做出決策。CHAPTER 3THE MARKETING ENVIRONMENTSummaryIn order to correctly identify opportunities and monitor threats,

9、 the company must begin with a thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the actors and forces outside marketing that affect the marketing management's ability to develop and maintain successful relationships with it

10、s target customers. Though these factors and forces may vary depending on the specific company and industrial group, they can generally be divided into broad microenvironmental and macroenvironmental components. For most companies, the microenvironmental components are: the company, suppliers, marke

11、ting channel firms (intermediaries), customer markets, competitors, and publics which combine to make up the company's value delivery system. The macroenvironmental components are thought to be: demographic, economic, natural, technological, political, and cultural forces. The wise marketing man

12、ager knows that he or she cannot always affect environmental forces. However, smart managers can take a proactive, rather than reactive, approach to the marketing environment.As marketing management collects and processes data on these environments, they must be ever vigilant in their efforts to app

13、ly what they learn to developing opportunities and dealing with threats. Studies have shown that excellent companies not only have a keen sense of customer but an appreciation of the environmental forces swirling around them. By constantly looking at the dynamic changes that are occurring in the afo

14、rementioned environments, companies are better prepared to adapt to change, prepare long-range strategy, meet the needs of today's and tomorrow's customers, and compete with the intense competition present in the global marketplace. All firms are encouraged to adopt an environmental manageme

15、nt perspective in the new millennium.Keywords and principleA company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful relationships with its target customers environment.The company's

16、 microenvironment consists of six forces that affect its ability to serve its customers.The first force is the company itself and the role it plays in the microenvironment. This could be deemed the internal environment. All departments must "think consumer" if the firm is to be successful.

17、 The goal is to provide superior customer value and satisfaction.Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the company's overall customer "value delivery system."

18、Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers.Resellers are distribution channel firms that help the company find customers or make sales to them. Resellers often perform important functions more cheaply than the company can perfo

19、rm itself. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Marketing service agencies help the company target and promote its products.Financial intermediaries help finance transactions and insure against risks.The company must

20、study its customer markets closely since each market has its own special characteristics. These markets normally include: Consumer markets , Business markets, Reseller markets, Government markets, International markets.Every company faces a wide range of competitors. A company must secure a strategi

21、c advantage over competitors by positioning their offerings to be successful in the marketplace. No single competitive strategy is best for all companies.A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. A company

22、should prepare a marketing plan for all of their major publics as well as their customer markets. publics can be identified as being: Financial publics, Media public, Government publics, Citizen-action publics, Local publics, General publics, Internal publics.The company and all of the other actors

23、operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. There are six major forces (outlined below) in the company's macroenvironment.Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and

24、 other statistics. It is of major interest to marketers because it involves people and people make up markets.Demographic trends are constantly changing. The economic environment includes those factors that affect consumer purchasing power and spending patterns. Marketers must carefully monitor econ

25、omic changes so they will be able to prosper with the trend, not suffer from it.The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown. Some trend a

26、nalysts labeled the 1990s as the "Earth Decade," where protection of the natural environment became a major worldwide issue facing business and the public. Specific areas of concern were: Shortages of raw materials, Increased pollution , Government intervention , Environmentally sustainabl

27、e strategies. The so-called green movement has encouraged or even demanded that firms produce strategies that are not only environmentally friendly but are also environmentally proactive. Firms are beginning to recognize the link between a healthy economy and a healthy environment. The technological

28、 environment includes forces that create new technologies, creating new product and market opportunities. Technology is perhaps the most dramatic force shaping our destiny. New technologies create new markets and opportunities. The following trends are worth watching: Faster pace of technological ch

29、ange. There seems to be almost unlimited opportunities being developed daily. The challenge is not only technical but also commercial-to make practical, affordable versions of products. Increased regulation. The political environment includes laws, government agencies, and pressure groups that influ

30、ence and limit various organizations and individuals in a given society.Business is regulated by various forms of legislation.Almost every marketing activity is subject to a wide range of laws and regulations.New laws and their enforcement will continue or increase. Increased emphasis on ethics and

31、socially responsible actions. Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment.The boom in e-commerce and Internet marketing has created a new set of social and ethical issues. Concerns are:Privacy, Security, Access by vulnerable or unauthorized groups, Abuses toward consumers by Web companiesThe cultural environment is made up of institutions and other forces that affect society'