第三章-营销环境.ppt

1Understand your customernAnalyze the environment in which your customer coping with everydaynAnalyze the customer buying behavior2Chapter 3 第三章The Marketing Environment营销环境3Learning Objective学习目标1.Describe the environmental forces环境因素 that affect the companys ability to serve its customers.2.Understand the key elements of micro-environment, including the company, suppliers, customers, marketing intermediaries, competitors and publics3. Understand key macro-environment factors demographic（ 人 口 统 计 的 ） , economic, natural, technological, political-legal, and socio-cultural developments.4.Discuss how companies can react to the marketing environment. 4Content to be covered todayDefinition of marketing environmentLectureThe companys Mirco-environmentVideo and case study Small group discussionLecture51Marketing EnvironmentMarketing Environment- consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.企业外部能够影响企业建立并保持与目标客户良好关系能力的各种因素。

Considered to be beyond the control of the organization超出企业的控制范畴Environment offers both opportunities and threats既有威胁也有机会61Marketing EnvironmentIncludes:Microenvironment （微观营销环境）- forces close to the company that affect its ability to serve its customers.与公司关系密切且能影响其满足客户能力的因素Macroenvironment （宏观营销环境）- larger societal forces that affect the microenvironment. 影响微观环境的社会性因素71The Marketing Environment营销环境3InternalProductionFinanceR&DPersonnelThe Micro-EnvironmentCustomersCompetitorsSuppliers供应商Intermediaries 中介Other Stakeholders其他相关因素TheMacro-EnvironmentPoliticalForcesEconomicForcesLegalForcesTechnologicalForcesSocioCulturalForces82The Companys Microenvironment2.1Companys Internal Environment（企业内部要素）- functional areas inside a company that have an impact on the marketing departments plans.2.2Suppliers（供应商） - provide the resources needed to produce goods and services and are an important link in the “value delivery system”.2.3Marketing Intermediaries（中介） - help the company to promote（促销）, sell, and distribute（分配） its goods to final buyers. i.e. resellerscontinued9 2.1Companys Internal Environment 企业内部要素102.1The Companys internal environmentCompanys Internal Environment: Areas inside a company.Affects the marketing departments planning strategies.All departments must “think consumer” and work together to provide superior customer value and satisfaction.112.2 Suppliers 供应商Suppliers: Provide resources needed to produce goods and services. 原材料提供Important link in the “value delivery system.”价值链的重要节点Most marketers treat suppliers like partners.重要的合作伙伴122.3Marketing intermediaries中介Resellers（中间商）, physical distribution firms（仓储和物流公司）, marketing services agencies（营销服务代理）, and financial intermediaries（金融服务商）.Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers（批发商） and retailers（零售商）, who buy and resell132.3Marketing intermediaries中介Physical distribution firms help the company to stock and move goods from their points of origin to their destinationsMarketing services agencies are the marketing research firms（调研公司）, advertising agencies（广告代理）, media firms（传媒）, and marketing consulting firms（营销咨询公司） that help the company target and promote its products to the right marketsFinancial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods142The Companys Microenvironment2.4Customers - five types of markets that purchase a companys goods and services.2.5Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage.2.6Publics - any group that perceives itself having an interest in a companys ability to achieve its objectives.152.4Types of Customer Markets消费者 Government MarketsInternational MarketsResellerMarketsBusinessMarketsConsumer MarketsCompany162.6Types of Publics公众CompanyCitizenActionPublicsLocalPublicsGeneralPublicInternal PublicsGovernmentPublicsMediaPublicsFinancialPublics173Major Forces in the Companys Macro-environment宏观环境因素The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.183The Companys Macro-environment宏观环境nDemographic - studies populations in terms of size, density, location, age, gender, race, occupation and other statistics.nEconomic - factors that affect consumer purchasing power and spending patterns.nNatural - natural resources needed as inputs by marketers or that are affected by marketing activities.Continued193The Companys Macro-environment宏观环境nTechnological - forces that create new technologies, creating new product and market opportunities.nPolitical - laws, agencies and pressure groups that influence and limit organizations and individuals in a given society（特定的社会）.nCultural - institutions and o。