市場營銷2（英文PPT25

1、Part OneUnderstanding marketing and the marketing process Lecture ThreeThe marketing EnvironmentAt a glancenDescribe the environmental forces that affect the economys ability to serve its customersnExplain how changes in the demographic and economic environments affect marketing decisionsnIdentify t

2、he major trends in the firms natural and technological environmentsnExplain the key changes in the political and cultural environmentsnDiscuss how companies can react to the marketing environments The Companys Micro-environmentDirect (Micro-)Environments:ninternal structurensuppliersncompetitorsnmar

3、keting intermediariesncustomers and general publicsThe MicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitors IntermediariesKey Forces in theMicroenvironmentSuppliersIntermediariesFirmpublicsCompetitorsCustomersThe Companys micro-environmentInternal EnvironmentTop ManagementManufacturingF

4、inanceR & DAccountingPurchasingMarketingCustomer MarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypes of PublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneralThe Companys Macro-environmentIndirect (Macro-)Environments:nDemographic envir

5、onmentnEconomic environmentnNatural environmentnTechnological environmentnPolitical environmentnCultural environmentThe Macro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKey Forces in theMacroenvironmentDemographic environmentnChanging age structure of the populationnThe chang

6、ing familynGeographic shifts in populationnbetter-educated and more white-collar populationnIncreasing ethic diversityDemographic EnvironmentGeographicShiftsEducation GrowingEthnicDiversity Changing Family StructureAgeStructuresKeyDemographicTrendsEconomic environmentnChanges in incomenincome distri

7、butionnupper-classnmiddle-classnunder-classnChanging consumer spending patternsnEngels lawsEconomic EnvironmentChangesin ConsumerSpending PatternsEconomicDevelopmentChangesin IncomeKeyEconomicConcerns forMarketersNatural environmentnShortages of raw materialsnIncreased cost of energynIncreased pollu

8、tionnGovernment intervention in natural resource managementNatural EnvironmentKey Areasof Concernin the NaturalEnvironmentShortage ofRaw MaterialsIncreasedPollutionGovernmentInterventionEnergyCostsTechnological environmentnFast pace of technological changenHigh R&D budgetnConcentration on minor

9、improvementsnIncreased regulationTechnological EnvironmentFast Pace of ChangeHigh R & DBudgetsFocus on MinorImprovementsIncreasedRegulationIssues in the Technological EnvironmentPolitical environmentnLegislation regulating businessnprotect organizationnproduct consumersnprotect the interests of

10、societynChanging government agency enforcementnIncreased emphasis on ethics and socially responsible actionsPolitical EnvironmentGreaterConcern forEthicsLegislationEnforcementKeyTrends in thePoliticalEnvironmentCultural environmentnPersistence of cultural valuesnCore culturalnSecondary culturalnSubc

11、ulturesnShifts in secondary cultural valuesnpeoples view of themselves, others, organizations, society, nature, universe.Cultural EnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOfthe UniverseOfOthersViewsThat ShowValuesMacro-environmentMicro-environmentFirmsinternal environmentThe marketing environmentsNext weeknMarketing research and information systemsnAssignment:nReviewing the lecture 3nText book (chapter3)/ P85-117nOrgni