The-Marketing-Environment市场营销环境课件.ppt

1、The Marketing EnvironmentPrinciples of MarketingThe Marketing EnvironmentThe marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers3-4The Marketing EnvironmentMarketing Environment

2、Microenvironment 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 publics3-5The Companys MicroenvironmentMarketing EnvironmentMacroenvironment consists of the larger societal for

3、ces that affect the microenvironmentDemographicEconomicNaturalTechnologicalPoliticalCultural3-6The Companys MicroenvironmentThe CompanySuppliersMarketing intermediariesCustomersCompetitorsPublics3-7The Companys MicroenvironmentThe CompanyInternal environment includes:Top managementFinanceR&DPurchasi

4、ngOperationsAccounting3-8The Companys MicroenvironmentSuppliersProvide the resources to produce goods and servicesTreated as partners to provide customer value3-9The Companys MicroenvironmentHelp the company to promote,sell,and distribute its products to final buyersInclude:ResellersPhysical distrib

5、ution firmsMarketing services agenciesFinancial intermediaries3-10Marketing IntermediariesThe Companys MicroenvironmentMarketing IntermediariesResellers are the distribution channel firms that help the company find customers or make sales to themInclude:WholesalersRetailers3-11The Companys Microenvi

6、ronmentMarketing IntermediariesPhysical distribution firms are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination3-12The Companys MicroenvironmentMarketing IntermediariesMarketing service agencies are the marketing rese

7、arch firms,advertising agencies,media firms,and marketing consulting firms that help the company target and promote its products to the right markets3-13The Companys MicroenvironmentMarketing IntermediariesFinancial intermediaries include banks,credit companies,insurance companies,and other business

8、es that help finance transactions or insure against the risks associated with the buying and selling of goods3-14The Companys MicroenvironmentCustomersCustomer markets consist of individuals and households that buy goods and services for personal consumptionBusiness markets buy goods and services fo

9、r further processing or for use in their production process3-15The Companys MicroenvironmentCustomersReseller markets buy goods and services to resell at a profitGovernment markets buy goods and services to produce public services or transfer goods and services to others who need themInternational m

10、arkets consist of buyers in other countries including consumers,producers,resellers,and governments3-16The Companys MicroenvironmentCompetitorsFirms must gain strategic advantage by positioning their offerings against competitors offerings3-17The Companys MicroenvironmentPublicsFinancial publics inf

11、luence the companys ability to obtain fundsbanks,investment houses,and stockholdersMedia publics carry news,features,and editorial opinionnewspapers,magazines,and radio and television stationsGovernment publics influence product safety and truth in advertising3-19The Companys MicroenvironmentPublics

12、Citizen-action publics include consumer organizations,environment groups,and minority groupsLocal publics include neighborhood residents and community organizationsGeneral publics influence the companys public imageInternal publics include workers,managers,volunteers,and directors3-20The Companys Ma

13、croenvironmentDemographic EnvironmentDemography is the study of human populations in terms of size,density,location,age,gender,race,occupation,and other statisticsDemographic environment is important because it involves people,and people make up marketsDemographic trends include age,family structure

14、,geographic population shifts,educational characteristics,and population diversity3-22The Companys MacroenvironmentDemographic EnvironmentChanging Age Structure of the PopulationGenerational marketing is important in segmenting people by lifestyle of life state instead of age3-23The Companys Macroen

15、vironmentBaby boomers include people born between 1946 and 1964Most affluent Americans3-24Demographic EnvironmentChanging Age Structure of the PopulationThe Companys MacroenvironmentDemographic EnvironmentChanging Age Structure of the PopulationGeneration X includes people born between 1965 and 1976

16、High divorce ratesConcerned about the environmentRespond to socially responsible companiesLess materialisticQuality of lifeConsumer organizations,environment groups,and minority groups3-25The Companys MacroenvironmentGeneration Y includes people born between 1977 and 2000Internet generation3-26Demog

17、raphic EnvironmentChanging Age Structure of the PopulationThe Companys MacroenvironmentDemographic EnvironmentThe Changing American FamilyMore people are:Divorcing or separatingChoosing not to marryChoosing to marrying laterMarrying without intending to have childrenHigher divorce ratesIncreased num

18、ber of working womenStay-at-home dads3-27The Companys MacroenvironmentTrends include:Migratory movements between and within countriesMoving from rural to metropolitan areasChanges in where people workTelecommutingHome officeDivorcing or separating3-28Demographic EnvironmentGeographic Shifts in Popul

19、ationThe Companys MacroenvironmentDemographic EnvironmentIncreasing DiversityMarkets are becoming more diverseInternationalNationalTrends Include:EthnicityGay and lesbianDisabled3-30The Companys MacroenvironmentEconomic EnvironmentChanges in IncomeIncome distributionUpper-class consumersMiddle-class

20、 consumersWorking-class consumersUnderclass consumers3-33The Companys MacroenvironmentNatural EnvironmentNatural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activitiesTrendsShortages of raw materialsIncreased pollutionIncreased

21、government interventionEnvironmentally sustainable strategiesGreen marketing3-35The Companys MacroenvironmentPolitical EnvironmentPolitical environment consists of laws,government agencies,and pressure groups that influence or limit various organizations and individuals in a given society3-38The Com

22、panys MacroenvironmentPolitical EnvironmentLegislation regulating businessPublic policy to guide commercesets of laws and regulations that limit business for the good of society at largeIncreasing legislationProtect companiesProtect consumersProtect the interests of society3-39The Companys Macroenvi

23、ronmentPolitical EnvironmentIncreased Emphasis on Ethics and Socially Responsible ActionsSocially responsible behavior occurs when firms actively seek out ways to protect the long-term interests of their consumers and the environmentCause-related marketing3-41The Companys MacroenvironmentCultural En

24、vironmentCultural environment consists of institutions and other forces that affect a societys basic values,perceptions,and behaviors3-42The Companys MacroenvironmentCultural EnvironmentPersistence of Cultural ValuesCore beliefs and values have a high degree of persistence,are passed on from parents

25、 to children,and are reinforced by schools,churches,businesses,and governmentSecondary beliefs and values are more open to change3-43The Companys MacroenvironmentCultural EnvironmentShifts in Secondary Cultural ValuesMajor cultural values of a society are expressed in peoples view of:ThemselvesOther

26、s OrganizationSocietyNature and the universe3-44The Companys MicroenvironmentCultural EnvironmentShifts in Secondary Cultural ValuesPeoples view of themselvesYankelovich Monitors consumer segments:Do-It-Yourselfersrecent moversAdventurersPeoples view of others3-45The Companys MacroenvironmentCultura

27、l EnvironmentShifts in Secondary Cultural ValuesPeoples view of organizationsPeoples view of societyPatriots defend itReformers want to change itMalcontents want to leave it3-46The Companys MacroenvironmentCultural EnvironmentShifts in Secondary Cultural ValuesPeoples view of natureSome feel ruled by itSome feel in harmony with itSome seek to master itPeoples view of the universeRenewed interest in spirituality3-47