國際市場營銷微觀環(huán)境中英文三

市場營銷的微觀環(huán)境

企業(yè)競爭者供應商營銷中介顧客微觀環(huán)境圖市場營銷的微觀環(huán)境結(jié)構(gòu)1.company公司內(nèi)部環(huán)境ConsistentwiththeplansmadebytopmanagementInternalmanagementWorkcloselywithotherdepartmentmanagementdepartmentsFinancePurchasingManufacturingResearch&development4Pmarketingmix產(chǎn)品策略價格策略促銷策略分銷策略2.SuppliersL‘OrealGroup歐萊雅集團是《財富》世界500強之一，世界著名化妝品生產(chǎn)廠家，創(chuàng)建于1907年。歷經(jīng)近一個世紀的努力，歐萊雅已從一個小型家庭企業(yè)躍居世界化妝品行業(yè)的領頭羊。歐萊雅集團的事業(yè)遍及150多個國家和地區(qū)，在全球擁有283家分公司及100多個代理商，歐萊雅集團在全球還擁有50,491名員工、42家工廠和500多個優(yōu)質(zhì)品牌。作為全球最大的化妝品集團，歐萊雅在近一個世紀的歷程里，不遺余力地為滿足世界各國人民對美的追求而奮斗；同樣肩負著這一崇高使命，歐萊雅于1997年正式來到中國。目前其各類化妝品行銷全世界，廣受歡迎。除化妝品外，該集團還經(jīng)營高檔消費品，并從事制藥和皮膚病研究。產(chǎn)品有化妝品，染發(fā)用品，護膚品，防曬用品，彩妝，淡香水，香水和高檔消費品?，F(xiàn)在歐萊雅集團最大的兩大股東是歐萊雅品牌創(chuàng)始人的獨生女貝當古夫人和雀巢集團。

Suppliersarefirmsandindividualsthatprovidetheresourcesneededbythecompanyanditscompetitorstoproducegoodsandservices.Theyareanimportantlinkinthecompany’soverallcustomer“valuedeliverysystem.”

12Oneconsiderationistowatchsupplyavailability(suchassupplyshortages).

Anotherpointofconcernisthemonitoringofpricetrendsofkeyinputs.Risingsupplycostsmustbecarefullymonitored

Supplierproblems,suchasdelivery,priceandqualityetc.,canseriouslyaffectmarketing.3.MarketingIntermediaries

★Marketingintermediariesarefirms,whichcanhelpthecompanytopromote,sellanddistributeitsgoodstofinalbuyers.Andthefollowingcomponentsareplayingacriticalroleinthemarketingintermediaries.PhysicaldistributionfilmsMarketingServicesagenciesFinancialintermediariesResellersMarketingIntermediariesMarketingIntermediaries◆Resellers:helpthecompanyfindcustomersormakesalestothem.Suchas:wholesalersandretailers.◆Physicaldistributionfilms:helpthecompanytostockandmovegoodsfromoriginareastodestination.◆Marketingservicesagencies:helpthecompanytargetandpromoteitsproductstotherightmarket.Suchasthemarketingresearchfirms,advertisingagencies,mediafirmsandmarketingconsultancies.◆Financialintermediaries:helpfinancetransactionsorinsureagainsttherisksrelatedtothebuyingandsellingofgoods.Includingbanks,creditcompanies,insurancecompaniesandotherbusinesses.4.CustomersCustomerisking.Sothecompanymuststudyitiscustomermarketclosely.Therearesixtypesofcustomermarkets.ConsumermarketBusinessmarketsResellermarketsInstitutionalmarketsGovernmentmarketsInternationalmarkets……………………Ifyouwanttooccupyastrongpositioninthemarket,thengrabbedthefirstfromthecustomer5.CompetitorsTobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.So,theymustgainstrategicadvantagebypositioningtheirofferingstronglyagainstcompetitors’’offeringsinthemindsofconsumers.競爭者愿望競爭爭者Desiredcompetitors一般競爭爭者GeneralcompetitorsAB產(chǎn)品形式式競爭者者ProductsformcompetitorsC我想吃什什么？比薩餅冷飲糖果……我想吃哪哪種糖果果？水果糖巧克力奶糖……我想滿足足什么？？運動看電影吃東西……我想吃哪哪種奶糖糖？金絲猴大白兔喔喔……D品牌競爭爭者BrandcompetitorsCocaColavs.PepsiP&Gvs.Unilever6.publicsAnygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.Financialpublicswhichaffectthecompany’’sabilitytoobtainfunds.Mediapublicswhichcarrynews,featuresandeditorialopinionfororagainstthecompany.GovernmentpublicsCitizen-actionpublics:interestgroupsLocalpublicsGeneralpublics(perceivedimage)Internalpublics:thecompany’semployeesandmanagerspublicsThankyouforyourattention!謝謝謝1月-2320:16:3920:1620:161月-231月-2320:1620:1620:16:391月-231月-2320:16:392023/1/520:16:399、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:16:4020:16:4020:161/5/20238:16:40PM11、以我我獨沈沈久，，愧君君相見見頻。。。1月-2320:16:4020:16Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。20:16:4020:16:4020:16Thursday,January5,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2320:16:4020:16:40January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。05一月20238:16:40下午20:16:401月-2315、比不了得就就不比，得不不到的就不要要。。。一月238:16下下午1月-2320:16January5,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/520:16:4020:16:4005January202317、做前，能能夠環(huán)視四四周；做時時，你只能能或者最好好沿著以腳腳為起點的的射線向前前。。8:16:40下下午8:16下下午20:16:401月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功??！。。1月月-231月月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。20:16:4020:16:4020:161/5/20238:16:40PM11、成成功功就就是是日日復復一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。1月月-2320:16:4020:16Jan-2305-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。20:16:4020:16:4020:16Thursday,January5,202313、不知香積積寺，數(shù)里里入云峰。。。1月-231月-2320:16:4020:16:40January5,202314、意志堅強強的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20238:16:40下下午20:16:401月-2315、楚塞三湘湘接，荊門門九派通。。。。一月238:16下下午1月-2320:16January5,202316、少年十五二二十時，步行行奪得胡馬騎騎。。2023/1/520:16:4020:16:4005January202317、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。8:16:40下下午午8:16下下午午20:16:401月月-239、楊柳散和和風，青山山澹吾慮。。。1月-231月-23Thursday,January5,202310、閱讀一切好好書如同和過過去最杰出的的人談話。20:16:4020:16:4020:161/5/20238:16:40PM11、越是沒沒有本領領的就越越加自命命不凡。。1月-2320:16:4020:16Jan-2305-Jan-2312、越越是是無無能能的的人人，，越越喜喜歡歡挑挑剔剔別別人人的的錯錯兒兒。。20:16:4020:16:4020:16Thursday,January5,202313、知人者者智，自自知者明明。勝人人者有力力，自勝