市场营销学ppt第三章.ppt

1、Chapter3-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapter ThreeAnalyzing the Marketing EnvironmentChapter3-slide2Copyright2010PearsonEducation,Inc.AnalyzingtheMarketingEnvironmentThe Companys MicroenvironmentThe Companys MacroenvironemntResponding to the Marketing EnvironmentT

2、opic OutlineChapter3-slide3Copyright2010PearsonEducation,Inc.TheMarketingEnvironmentThe marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customersChapter3-slide4Copyright2010PearsonEdu

3、cation,Inc.TheMarketingEnvironmentMicroenvironment consists of the actors close to the company that affect its ability to serve its customers,the company,suppliers,marketing intermediaries,customer markets,competitors,and publicsChapter3-slide5Copyright2010PearsonEducation,Inc.TheCompanysMicroenviro

4、nmentActors in the MicroenvironmentChapter3-slide6Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentTop managementFinanceR&DPurchasingOperationsAccountingThe CompanyChapter3-slide7Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentProvide the resources to produce goods and servi

5、cesTreated as partners to provide customer valueSuppliersChapter3-slide8Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentHelp the company to promote,sell and distribute its products to final buyersMarketing IntermediariesChapter3-slide9Copyright2010PearsonEducation,Inc.TheCompanysMicroen

6、vironmentResellersPhysical distribution firmsMarketing services agenciesFinancial intermediariesTypes of Marketing IntermediariesChapter3-slide10Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentFirms must gain strategic advantage by positioning their offerings against competitors offerin

7、gsCompetitorsChapter3-slide11Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentPublicsAny group that has an actual or potential interest in or impact on an organizations ability to achieve its objectivesFinancial publicsMedia publicsGovernment publicsCitizen-action publicsLocal publicsGen

8、eral publicInternal publicsChapter3-slide12Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChapter3-slide13Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentDemography is the study of human populations in terms of size,density,location,age,gender,race,occupation,and other sta

9、tisticsDemographic environment is important because it involves people,and people make up marketsDemographic trends include age,family structure,geographic population shifts,educational characteristics,and population diversityDemographic EnvironmentChapter3-slide14Copyright2010PearsonEducation,Inc.T

10、heCompanysMacroenvironmentChanging age structure of the populationBaby boomers include people born between 1946 and 1964Most affluent AmericansDemographic EnvironmentChapter3-slide15Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentGeneration X includes people born between 1965 and 1976Hi

11、gh parental divorce ratesCautious economic outlookLess materialisticFamily comes firstLag behind on retirement savingsDemographic EnvironmentChapter3-slide16Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentMillennials(gen Y or echo boomers)include those born between 1977 and 2000Comforta

12、ble with technologyIncludesTweens(ages 812)Teens(1319)Young adults(20s)Demographic EnvironmentChapter3-slide17Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentGenerational marketing is important in segmenting people by lifestyle of life state instead of ageDemographic EnvironmentChapter3

13、-slide18Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentMore people are:Divorcing or separatingChoosing not to marryChoosing to marry laterMarrying without intending to have childrenIncreased number of working womenStay-at-home dadsDemographic EnvironmentChapter3-slide19Copyright2010Pea

14、rsonEducation,Inc.TheCompanysMacroenvironmentGrowth in U.S.West and South and decline in Midwest and NortheastMoving from rural to metropolitan areasChanges in where people workTelecommutingHome officeDivorcing or separatingDemographic EnvironmentChapter3-slide20Copyright2010PearsonEducation,Inc.The

15、CompanysMacroenvironmentChanges in the WorkforceMore educatedMore white collarDemographic EnvironmentChapter3-slide21Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentDemographic EnvironmentIncreased DiversityMarkets are becoming more diverseInternationalNationalIncludes:EthnicityGay and

16、lesbianDisabledChapter3-slide22Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentEconomic environment consists of factors that affect consumer purchasing power and spending patternsIndustrial economies are richer marketsSubsistence economies consume most of their own agriculture and industrial outputEconomic EnvironmentChapter3-slide23Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChanges in incomeValue marketing involves ways to offer financially cautious buyers greater