市场营销学第三章PPT格式课件下载.ppt

市场营销学第三章PPT格式课件下载.ppt

《市场营销学第三章PPT格式课件下载.ppt》由会员分享，可在线阅读，更多相关《市场营销学第三章PPT格式课件下载.ppt（58页珍藏版）》请在冰豆网上搜索。

Chapter3,AnalyzingtheMarketingEnvironment,AnalyzingtheMarketingEnvironment,TheCompanysMicroenvironmentTheCompanysMacroenvironemntTheDemographicMarketingEnvironmentTheEconomicEnvironmentTheNaturalEnvironmentTheTechnologicalEnvironmentThePoliticalandSocialEnvironmentTheCulturalEnvironmentRespondingtotheMarketingEnvironment,TopicOutline,TheMarketingEnvironment,Themarketingenvironmentincludestheactorsandforcesoutsidemarketingthataffectmarketingmanagementsabilitytobuildandmaintainsuccessfulrelationshipswithcustomers,TheMarketingEnvironment,Microenvironmentconsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers,thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics,TheCompanysMicroenvironment,ActorsintheMicroenvironment,TheCompanysMicroenvironment,TopmanagementFinanceR&@#@DPurchasingOperationsAccounting,TheCompany,TheCompanysMicroenvironment,ProvidetheresourcestoproducegoodsandservicesTreataspartnerstoprovidecustomervalue,Suppliers,TheCompanysMicroenvironment,Helpthecompanytopromote,sellanddistributeitsproductstofinalbuyers,MarketingIntermediaries,TheCompanysMicroenvironment,TypesofMarketingIntermediaries,TheCompanysMicroenvironment,Firmsmustgainstrategicadvantagebypositioningtheirofferingsagainstcompetitorsofferings,Competitors,TheCompanysMicroenvironment,Publics,AnygroupthathasanactualorpotentialinterestinorimpactonanorganizationsabilitytoachieveitsobjectivesFinancialpublicsMediapublicsGovernmentpublicsCitizen-actionpublicsLocalpublicsGeneralpublicInternalpublics,TheCompanysMicroenvironment,ConsumermarketsBusinessmarketsGovernmentmarketsInternationalmarkets,Customers,TheCompanysMacroenvironment,TheCompanysMacroenvironment,Demography:

@#@thestudyofhumanpopulations-size,density,location,age,gender,race,occupation,andotherstatisticsDemographicenvironment:

@#@involvespeople,andpeoplemakeupmarketsDemographictrends:

@#@shiftsinage,familystructure,geographicpopulation,educationalcharacteristics,andpopulationdiversity,DemographicEnvironment,TheCompanysMacroenvironment,ChangingagestructureofthepopulationBabyboomersincludepeoplebornbetween1946and1964MostaffluentAmericans,DemographicEnvironment,TheCompanysMacroenvironment,GenerationXincludespeoplebornbetween1965and1976HighparentaldivorceratesCautiouseconomicoutlookLessmaterialisticFamilycomesfirst,DemographicEnvironment,TheCompanysMacroenvironment,Millennials（genYorechoboomers）includethosebornbetween1977and2000ComfortablewithtechnologyTweens（ages812）Teens（1319）Youngadults（20s）,DemographicEnvironment,TheCompanysMacroenvironment,Generational世代marketingisimportantinsegmentingpeoplebylifestyleoflifestateinsteadofage,DemographicEnvironment,TheCompanysMacroenvironment,Morepeopleare:

@#@DivorcingorseparatingChoosingnottomarryChoosingtomarrylaterMarryingwithoutintendingtohavechildrenIncreasingnumberofworkingwomenIncreasingnumberofstay-at-homedads,DemographicEnvironment,TheCompanysMacroenvironment,GrowthinU.S.WestandSouthanddeclineinMidwestandNortheastMovefromruraltometropolitanareasChangeinwherepeopleworkTelecommutingHomeoffice,DemographicEnvironment,TheCompanysMacroenvironment,ChangesintheWorkforceMoreeducatedMorewhitecollar,DemographicEnvironment,TheCompanysMacroenvironment,DemographicEnvironmentIncreasedDiversity,MarketsarebecomingmorediverseInternationalNationalIncludes:

@#@Ethnicity种族划分GayandlesbianDisabled,TheCompanysMacroenvironment,EconomicenvironmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatternsIndustrialeconomiesarerichermarketsSubsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutput,EconomicEnvironment,TheCompanysMacroenvironment,Valuemarketingofferingfinanciallycautiousbuyersgreatervaluetherightcombinationofqualityandserviceatafairprice,EconomicEnvironment,TheCompanysMacroenvironment,Naturalenvironment:

@#@naturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesTrendsIncreasedshortagesofrawmaterialsIncreasedpollutionIncreasedgovernmentinterventionIncreasedenvironmentallysustainablestrategies,NaturalEnvironment,TheCompanysMacroenvironment,TechnologicalEnvironment,MostdramaticforceinchangingthemarketplaceNewproducts,opportunitiesConcernforthesafetyofnewproducts,TheCompanysMacroenvironment,Politicalenvironmentlaws,governmentagencies,andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensociety,PoliticalandSocialEnvironment,TheCompanysMacroenvironment,LegislationregulatingbusinessIncreasedlegislationChanginggovernmentagencyenforcementIncreasedemphasisonethicsSociallyresponsiblebehaviorCause-relatedmarketing,