市場營銷課件 3 2014副本

1、Its good and good for youChapter 3 Analyzing the Marketing Environment營銷環(huán)境分析Analyzing the Marketing Environment The Companys Microenvironment The Companys Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Politic

2、al and Social Environment The Cultural Environment Responding to the Marketing EnvironmentTopic OutlineThe Marketing EnvironmentMarketing Environment(市場營銷環(huán)境市場營銷環(huán)境) includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationship

3、s with target customers.市場營銷環(huán)境由影響市場營銷管理者與其目標顧客建立和市場營銷環(huán)境由影響市場營銷管理者與其目標顧客建立和維持穩(wěn)固關(guān)系的能力的所有外部行為者和力量構(gòu)成維持穩(wěn)固關(guān)系的能力的所有外部行為者和力量構(gòu)成Marketing Environment(營銷環(huán)境營銷環(huán)境)Microenvironment(微觀環(huán)境微觀環(huán)境)Macroenvironment(宏觀環(huán)境宏觀環(huán)境)The Marketing EnvironmentMicroenvironment( (微觀環(huán)境微觀環(huán)境) ) consists of the actors close to the company

4、 that affect its ability to serve its customers, the company( (公司）公司）, suppliers(供應(yīng)商), marketing intermediaries(營銷中介), customer markets ( (消費者消費者) ), competitors(競爭者), and publics (公眾）The Companys MicroenvironmentActors in the Microenvironment微微觀環(huán)觀環(huán)境的影響因素境的影響因素The Companys Microenvironment Top manag

5、ement Finance R&D Purchasing Operations AccountingThe Company 公司公司The Companys Microenvironment Provide the resources to produce goods and services Treat as partners to provide customer valueSuppliers 供應(yīng)商供應(yīng)商The Companys Microenvironment Help the company to promote, sell and distribute its products t

6、o final buyersMarketing Intermediaries 營銷中介營銷中介The Companys MicroenvironmentTypes of Marketing Intermediaries營銷中介類型營銷中介類型The Companys Microenvironment Firms must gain strategic advantage by positioning their offerings against competitors offeringsCompetitors競爭對手競爭對手 Budget competitors（預(yù)算競爭者） It is n

7、ot only important to focus on your direct competitors, but also all marketers that target your customers and therefore compete with you for their income. Substitute competitors（替代品競爭者） Brand competitors（品牌競爭者） Direct competition（直接競爭者）, category competition（品類競爭者）CompetitorsThe Companys Microenviron

8、mentPublics公眾公眾 Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives Financial publics( (金融公眾金融公眾) ): which affect the companys ability to obtain funds, such as banks, investment companies and stockholders. Media publics( (媒體公眾媒體公眾) ):

9、 which carry news, features and editorial opinion for or against the company Government publics( (政府公眾政府公眾) ) Citizen-action publics( (民間團體公眾民間團體公眾) ): interest groups Local publics( (社區(qū)公眾社區(qū)公眾) ) General publics( (一般公眾一般公眾) ) (perceived image) Internal publics( (內(nèi)部公眾內(nèi)部公眾) ): the companys employees a

10、nd managersThe Companys MicroenvironmentAs we emphasized all time, customers are the most important actors in the companys microenvironment.Consumer marketsBusiness marketsGovernment marketsInternational marketsCustomers 消費者消費者Porters 5 Competitive ForcesNew entrantsSuppliers Substitutes Buyers Indu

11、stry CompetitorsBargaining Power of SuppliersBargaining Power of BuyersThreat of SubstitutesThreat of New Entrants五力模型圖五力模型圖潛在進入者潛在進入者 供應(yīng)商供應(yīng)商 替代品替代品 購買者購買者行業(yè)競爭狀態(tài)行業(yè)競爭狀態(tài)討價還價能力討價還價能力新進入者的威脅新進入者的威脅替代產(chǎn)品或服務(wù)的威脅替代產(chǎn)品或服務(wù)的威脅討價還價能力討價還價能力The Marketing EnvironmentMacroenvironment( (宏觀環(huán)境宏觀環(huán)境) ) consists of the for

12、ces that affect its ability in a larger environment, demography( (人口統(tǒng)計）人口統(tǒng)計）, economic(經(jīng)濟), natural(自然), technological( (技術(shù)技術(shù)) ), political(政治), and cultural (文化）The Companys MacroenvironmentThe Companys MacroenvironmentDemography( (人口統(tǒng)計人口統(tǒng)計) ): the study of human populations- size, density, locatio

13、n, age, gender, race, occupation, and other statistics Demographic environment( (人口統(tǒng)計環(huán)境人口統(tǒng)計環(huán)境) ): involves people, and people make up markets Demographic trends( (人口統(tǒng)計趨勢人口統(tǒng)計趨勢) ): shifts in age, family structure, geographic population, educational characteristics, and population diversityDemographic

14、 EnvironmentThe Companys Macroenvironment Changing age structure of the population Baby boomers( (生育高峰一代生育高峰一代) ) include people born between 1946 and 1964 Most affluent AmericansDemographic EnvironmentThe Companys Macroenvironment Generation X(X(X一代一代) ) includes people born between 1965 and 1976 H

15、igh parental divorce rates Cautious economic outlook Less materialistic Family comes firstDemographic EnvironmentThe Companys Macroenvironment Millennials( (千禧一代千禧一代) ) (gen Y or echo boomers) include those born between 1977 and 2000 Comfortable with technology Tweens (ages 812) Teens (1319) Young a

16、dults (20s)Demographic EnvironmentThe Companys MacroenvironmentGenerational marketing( (代營銷代營銷) ) is important in segmenting people by lifestyle of life state instead of ageDemographic EnvironmentThe Companys MacroenvironmentMore people are: Divorcing or separating Choosing not to marry Choosing to

17、marry later Marrying without intending to have childrenIncreasing number of working womenIncreasing number of stay-at-home dadsDemographic EnvironmentThe Companys Macroenvironment Growth in U.S. West and South and decline in Midwest and Northeast Move from rural to metropolitan areas Change in where

18、 people work Telecommuting Home officeDemographic EnvironmentThe Companys Macroenvironment Changes in the Workforce More educated More white collarDemographic EnvironmentThe Companys MacroenvironmentDemographic EnvironmentIncreased DiversityMarkets are becoming more diverseInternationalNationalInclu

19、des:Ethnicity( (種族問題種族問題) )Gay and lesbian (同性戀、雙性戀、同性戀、雙性戀、變變性者性者)Disabled ( (殘疾人殘疾人) )The Companys MacroenvironmentEconomic environment( (經(jīng)濟環(huán)境經(jīng)濟環(huán)境) ) consists of factors that affect consumer purchasing power and spending patterns Industrial economies are richer markets Subsistence economies consum

20、e most of their own agriculture and industrial outputEconomic EnvironmentThe Companys MacroenvironmentValue marketing offering financially cautious buyers greater valuethe right combination of quality and service at a fair priceEconomic EnvironmentThe Companys MacroenvironmentNatural environment( (自

21、然環(huán)境自然環(huán)境) ): natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Increased shortages of raw materials Increased pollution Increased government intervention Increased environmentally sustainable strategiesNatural EnvironmentThe Companys Macroenv

22、ironmentTechnological Environment Most dramatic force in changing the marketplace New products, opportunities Concern for the safety of new productsTechnological Environment Forces that create new technologies, creating new product and market opportunities. Positive results Transportation methods, I

23、nternet & information technology - retailing Inventory control systems, etc. Negative results Unemployment Misuse of information, etc.The Companys MacroenvironmentPolitical environment( (政治環(huán)境政治環(huán)境) ):laws, government agencies, and pressure groups that influence or limit various organizations and indi

24、viduals in a given societyPolitical and Social EnvironmentThe Companys Macroenvironment Legislation regulating business (規(guī)規(guī)制企制企業(yè)業(yè)的法律的法律) Increased legislation Changing government agency enforcement Increased emphasis on ethics (對倫對倫理和社會理和社會責責任活任活動動的日益重的日益重視視) Socially responsible behavior Cause-rela

25、ted marketing(關(guān)聯(lián)營銷)Political and Social EnvironmentThe Companys MacroenvironmentCultural environment( (文化環(huán)境文化環(huán)境) ) consists of institutions and other forces that affect a societys basic values(基基礎(chǔ)礎(chǔ)價價值觀值觀), perceptions(認認知知), and behaviors(行行為為)Cultural EnvironmentThe Companys MacroenvironmentCore be

26、liefs and values (核心信念和價核心信念和價值觀值觀)are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and governmentSecondary beliefs and values(次核心信念和價次核心信念和價值觀值觀) are more open to change and include peoples views of themselves, others, organization, soci

27、ety, nature, and the universeCultural EnvironmentPersistence of Cultural ValuesResponding to the Marketing EnvironmentViews on RespondingAnalyze the Marketing Environment SWOT Analysis Strengths What does the company do well? Is the company strong in its market? Does the company have a strong sense of purpose and the culture to support that purpose? Weaknesses What does the company do poorly? What problems could be avoided? Does the company have serious financial liabilities? Threats What are the competitors doing well? What obstacles does the company fa