國際市場營銷微觀環(huán)境中英文三

市場營銷的微觀環(huán)境

企業(yè)競爭者供應(yīng)商營銷中介顧客微觀環(huán)境圖市場營銷的微觀環(huán)境結(jié)構(gòu)1.company公司內(nèi)部環(huán)境ConsistentwiththeplansmadebytopmanagementInternalmanagementWorkcloselywithotherdepartmentmanagementdepartmentsFinancePurchasingManufacturingResearch&development4Pmarketingmix產(chǎn)品策略價格策略促銷策略分銷策略2.SuppliersL‘OrealGroup歐萊雅集團(tuán)是《財(cái)富》世界500強(qiáng)之一，世界著名化妝品生產(chǎn)廠家，創(chuàng)建于1907年。歷經(jīng)近一個世紀(jì)的努力，歐萊雅已從一個小型家庭企業(yè)躍居世界化妝品行業(yè)的領(lǐng)頭羊。歐萊雅集團(tuán)的事業(yè)遍及150多個國家和地區(qū)，在全球擁有283家分公司及100多個代理商，歐萊雅集團(tuán)在全球還擁有50,491名員工、42家工廠和500多個優(yōu)質(zhì)品牌。作為全球最大的化妝品集團(tuán)，歐萊雅在近一個世紀(jì)的歷程里，不遺余力地為滿足世界各國人民對美的追求而奮斗；同樣肩負(fù)著這一崇高使命，歐萊雅于1997年正式來到中國。目前其各類化妝品行銷全世界，廣受歡迎。除化妝品外，該集團(tuán)還經(jīng)營高檔消費(fèi)品，并從事制藥和皮膚病研究。產(chǎn)品有化妝品，染發(fā)用品，護(hù)膚品，防曬用品，彩妝，淡香水，香水和高檔消費(fèi)品?，F(xiàn)在歐萊雅集團(tuán)最大的兩大股東是歐萊雅品牌創(chuàng)始人的獨(dú)生女貝當(dāng)古夫人和雀巢集團(tuán)。

Suppliersarefirmsandindividualsthatprovidetheresourcesneededbythecompanyanditscompetitorstoproducegoodsandservices.Theyareanimportantlinkinthecompany’soverallcustomer“valuedeliverysystem.”

12Oneconsiderationistowatchsupplyavailability(suchassupplyshortages).

Anotherpointofconcernisthemonitoringofpricetrendsofkeyinputs.Risingsupplycostsmustbecarefullymonitored

Supplierproblems,suchasdelivery,priceandqualityetc.,canseriouslyaffectmarketing.3.MarketingIntermediaries

★Marketingintermediariesarefirms,whichcanhelpthecompanytopromote,sellanddistributeitsgoodstofinalbuyers.Andthefollowingcomponentsareplayingacriticalroleinthemarketingintermediaries.PhysicaldistributionfilmsMarketingServicesagenciesFinancialintermediariesResellersMarketingIntermediariesMarketingIntermediaries◆Resellers:helpthecompanyfindcustomersormakesalestothem.Suchas:wholesalersandretailers.◆Physicaldistributionfilms:helpthecompanytostockandmovegoodsfromoriginareastodestination.◆Marketingservicesagencies:helpthecompanytargetandpromoteitsproductstotherightmarket.Suchasthemarketingresearchfirms,advertisingagencies,mediafirmsandmarketingconsultancies.◆Financialintermediaries:helpfinancetransactionsorinsureagainsttherisksrelatedtothebuyingandsellingofgoods.Includingbanks,creditcompanies,insurancecompaniesandotherbusinesses.4.CustomersCustomerisking.Sothecompanymuststudyitiscustomermarketclosely.Therearesixtypesofcustomermarkets.ConsumermarketBusinessmarketsResellermarketsInstitutionalmarketsGovernmentmarketsInternationalmarkets……………………Ifyouwanttooccupyastrongpositioninthemarket,thengrabbedthefirstfromthecustomer5.CompetitorsTobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.So,theymustgainstrategicadvantagebypositioningtheirofferingstronglyagainstcompetitors’’offeringsinthemindsofconsumers.競爭者愿望競爭爭者Desiredcompetitors一般競爭爭者GeneralcompetitorsAB產(chǎn)品形式式競爭者者ProductsformcompetitorsC我想吃什什么？比薩餅冷飲糖果……我想吃哪哪種糖果果？水果糖巧克力奶糖……我想滿足足什么？？運(yùn)動看電影吃東西……我想吃哪哪種奶糖糖？金絲猴大白兔喔喔……D品牌競爭爭者BrandcompetitorsCocaColavs.PepsiP&Gvs.Unilever6.publicsAnygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.Financialpublicswhichaffectthecompany’’sabilitytoobtainfunds.Mediapublicswhichcarrynews,featuresandeditorialopinionfororagainstthecompany.GovernmentpublicsCitizen-actionpublics:interestgroupsLocalpublicsGeneralpublics(perceivedimage)Internalpublics:thecompany’semployeesandmanagerspublicsThankyouforyourattention!謝謝謝1月-2320:16:3920:1620:161月-231月-2320:1620:1620:16:391月-231月-2320:16:392023/1/520:16:399、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:16:4020:16:4020:161/5/20238:16:40PM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。1月-2320:16:4020:16Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。20:16:4020:16:4020:16Thursday,January5,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2320:16:4020:16:40January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。05一月20238:16:40下午20:16:401月-2315、比不了得就就不比，得不不到的就不要要。。。一月238:16下下午1月-2320:16January5,202316、行行動動出出成成果果，，工工作作出出財(cái)財(cái)富富。。。。2023/1/520:16:4020:16:4005January202317、做前，能能夠環(huán)視四四周；做時時，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。8:16:40下下午8:16下下午20:16:401月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。20:16:4020:16:4020:161/5/20238:16:40PM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。1月月-2320:16:4020:16Jan-2305-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。20:16:4020:16:4020:16Thursday,January5,202313、不知香積積寺，數(shù)里里入云峰。。。1月-231月-2320:16:4020:16:40January5,202314、意志堅(jiān)強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20238:16:40下下午20:16:401月-2315、楚塞三湘湘接，荊門門九派通。。。。一月238:16下下午1月-2320:16January5,202316、少年十五二二十時，步行行奪得胡馬騎騎。。2023/1/520:16:4020:16:4005January202317、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。8:16:40下下午午8:16下下午午20:16:401月月-239、楊柳散和和風(fēng)，青山山澹吾慮。。。1月-231月-23Thursday,January5,202310、閱讀一切好好書如同和過過去最杰出的的人談話。20:16:4020:16:4020:161/5/20238:16:40PM11、越是沒沒有本領(lǐng)領(lǐng)的就越越加自命命不凡。。1月-2320:16:4020:16Jan-2305-Jan-2312、越越是是無無能能的的人人，，越越喜喜歡歡挑挑剔剔別別人人的的錯錯兒兒。。20:16:4020:16:4020:16Thursday,January5,202313、知人者者智，自自知者明明。勝人人者有力力，自勝