市場營銷英文Exernal Environmen Analysis

ExternalEnvironmentAnalysisMainAreasofFocusDemographicEconomicSocial-CulturalPolitical-LegalTechnologicalCompetitiveExternalEnvironment

andtheMarketingMixPriceDemographicSocial-CulturalProductEconomicPolitical-LegalPlaceCompetitivePromotionTechnologicalTargetMarketExternalEnvironment:DemographicPopulationGrowthRatePopulationAgeMixPopulationDispersionEthnicityEducationExternalEnvironment:EconomicIncomeBusinessCyclesInflationUnemploymentIncomeDistributionExternalEnvironment:EconomicIncome:ImportantTermstoRememberDisposableIncome:whatconsumershaveleftaftertaxesarepaid.DiscretionaryIncome:whatconsumershaveleftaftertaxesandnecessitiesarepaidforEngel’sLaw:theincomeprofileofaneconomymovesfromdisposabletodiscretionaryasaneconomydevelopsExternalEnvironment:Social-CulturalSocialclassesCultureValuesExternalEnvironment:Social-CulturalValuesguidebehaviorandcandefineneeds.Valuesaredefinedaswidelyheldbeliefsthatsomeactivities,relationships,feelings,orgoalsareimportanttoacommunity’swell-being.Valuesareimportanttomarketers,because:Theyguideculturallyappropriatebehavior,Theyaredifficulttochange,Theyarewidelyaccepted,andTheyinclinepeopletorespondtospecificstimuliinstandardways.ExternalEnvironment:Social-CulturalValuesCategoriesthatareusefultomarketers:Coreandsecondaryvalues:Corevaluesarehighlypersistent;secondaryvaluesaremuchmorelikelytochange.Subcultureandculturalvalues:Subcultureareseparatesegmentsofacultureorganizedaroundfactorsasrace,nationality,religion,orgeographiclocation.Instrumentalandterminalvalues:Instrumentalvaluesfocusonmodesofconduct(i.e.ambition);terminalvaluesdealwithend-statesofexistence(sperity).Materialandnon-materialvalues:Materialvaluespertaintothings(thatpeoplecanbuyandwheretobuythemi.e.);whilenonmaterialvaluesdealwithideas,customs,andbeliefs(i.e.religionandpoliticalorientation).ExternalEnvironment:Political-LegalImportantAreasofFocusGeneralmonetaryandfiscalpoliciesBroadsociallegislationandaccompanyingregulatoryagencypoliciesGovernmentrelationswithindividualindustriesLegislationrelatedtomarketingFortunately,thepolitical-legalenvironmenttendstochangeslowly.ExternalEnvironment:TechnologicalQuestionstoConsider:Couldtechnologycreatenewgoodsandservicestosell?Couldtechnologyimproveexistingproductsand/orservices?Couldtechnologyreducepricesthroughcost-efficientmanufacturinganddistributionprocesses?ExternalEnvironment:CompetitiveTypesofcompetitiontoconsider:Brand:competitionfromothercompaniesthatoffersimilarproductsorservicesForm:competitionfromotherformsofyourproductorservice(internal)Generic:competitionfromcompaniesthatofferdifferentproductsorservices,butcouldperformessentiallythesamefunctionDesire:competitionwithallotherdesiresthatcustomersmightsatisfybeforepurchasingyourproductorserviceExternalEnvironment:CompetitiveCompetitiveClimates:Monopoly,ImportantdimensionsUniquenessofeachfirm’sproduct:uniqueNumberofcompetitors:noneSizeofcompetitors(relativetomarket):noneElasticityofdemandfacingfirm:eitherElasticityofindustrydemand:eitherControlofpricebyfirm:completeExternalEnvironment:CompetitiveCompetitiveClimates:Oligopoly,ImportantdimensionsUniquenessofeachfirm’sproduct:noneNumberofcompetitors:fewSizeofcompetitors(relativetomarket):largeElasticityofdemandfacingfirm:kinkedElasticityofindustrydemand:inelasticControlofpricebyfirm:some(ifcareful)ExternalEnvironment:CompetitiveCompetitiveClimates:PureCompetition,ImportantdimensionsUniquenessofeachfirm’sproduct:noneNumberofcompetitors:manySizeofcompetitors(relativetomarket):smallElasticityofdemandfacingfirm:completelyelasticElasticityofindustrydemand:eitherControlofpricebyfirm:noneExternalEnvironment:CompetitiveCompetitiveClimates:MonopolisticCompetition,ImportantdimensionsUniquenessofeachfirm’sproduct:someNumberofcompetitors:fewtomanySizeofcompetitors(relativetomarket):largetosmallElasticityofdemandfacingfirm:eitherElasticityofindustrydemand:eitherControlofpricebyfirm:some9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Thursday,January5,202310、雨中黃黃葉樹，，燈下白白頭人。。。02:59:2002:59:2002:591/5/20232:59:20AM11、以我我獨沈沈久，，愧君君相見見頻。。。1月-2302:59:2002:59Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。02:59:2002:59:2002:59Thursday,January5,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2302:59:2002:59:20January5,202314、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。05一一月20232:59:20上午午02:59:201月-2315、比不了得得就不比，，得不到的的就不要。。。。一月232:59上上午1月-2302:59January5,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/52:59:2002:59:2005January202317、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。2:59:20上午2:59上上午02:59:201月-239、沒有失失敗，只只有暫時時停止成成功！。。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。02:59:2002:59:2002:591/5/20232:59:20AM11、成功就是是日復一日日那一點點點小小努力力的積累。。。1月-2302:59:2002:59Jan-2305-Jan-2312、世世間間成成事事，，不不求求其其絕絕對對圓圓滿滿，，留留一一份份不不足足，，可可得得無無限限完完美美。。。。02:59:2002:59:2002:59Thursday,January5,202313、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。1月月-231月月-2302:59:2002:59:20January5,202314、意志堅堅強的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。05一一月20232:59:20上午午02:59:201月-2315、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。一月232:59上午午1月-2302:59January5,202316、少年十十五二十十時，步步行奪得得胡馬騎騎。。2023/1/52:59:2102:59:2105January202317、空山山新雨雨后，，天氣氣晚來來秋。。。2:59:21上上午2:59上上午午02:59:211月-239、楊柳散散和風，，青山澹澹吾慮。。。1月-231月-23Thursday,January5,202310、閱讀一一切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