市场营销2（英文PPT 25页）

PartOneUnderstandingmarketingandthemarketingprocessLectureThreeThemarketingEnvironmentAtaglanceDescribetheenvironmentalforcesthataffecttheeconomy’sabilitytoserveitscustomersExplainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisionsIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironmentsExplainthekeychangesinthepoliticalandculturalenvironmentsDiscusshowcompaniescanreacttothemarketingenvironmentsTheCompany’sMicro-environmentDirect(Micro-)Environments:internalstructuresupplierscompetitorsmarketingintermediariescustomersandgeneralpublicsTheMicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironmentSuppliersIntermediariesFirmpublicsCompetitorsCustomersTheCompany’smicro-environmentInternalEnvironmentTopManagementManufacturingFinanceR&DAccountingPurchasingMarketingCustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypesofPublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneralTheCompany’sMacro-environmentIndirect(Macro-)Environments:DemographicenvironmentEconomicenvironmentNaturalenvironmentTechnologicalenvironmentPoliticalenvironmentCulturalenvironmentTheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenvironmentDemographicenvironmentChangingagestructureofthepopulationThechangingfamilyGeographicshiftsinpopulationbetter-educatedandmorewhite-collarpopulationIncreasingethicdiversityDemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresKeyDemographicTrendsEconomicenvironmentChangesinincomeincomedistributionupper-classmiddle-classunder-classChangingconsumerspendingpatternsEngel’slawsEconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConcernsforMarketersNaturalenvironmentShortagesofrawmaterialsIncreasedcostofenergyIncreasedpollutionGovernmentinterventioninnaturalresourcemanagementNaturalEnvironmentKeyAreasofConcernintheNaturalEnvironmentShortageofRawMaterialsIncreasedPollutionGovernmentInterventionEnergyCostsTechnologicalenvironmentFastpaceoftechnologicalchangeHighR&DbudgetConcentrationonminorimprovementsIncreasedregulationTechnologicalEnvironmentFastPaceofChangeHighR&DBudgetsFocusonMinorImprovementsIncreasedRegulationIssuesintheTechnologicalEnvironmentPoliticalenvironmentLegislationregulatingbusinessprotectorganizationproductconsumersprotecttheinterestsofsocietyChanginggovernmentagencyenforcementIncreasedemphasisonethicsandsociallyresponsibleactionsPoliticalEnvironmentGreaterConcernforEthicsLegislationEnforcementKeyTrendsinthePoliticalEnvironmentCulturalenvironmentPersistenceofculturalvaluesCoreculturalSecondaryculturalSubculturesShiftsinsecondaryculturalvaluespeople’sviewofthemselves,others,organizations,society,nature,universe.CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatShowValuesMacro-environmentMicro-environmentFirm’sinternalenvironmentThemarketingenvironmentsNextweekMarketingresearchandinformationsystemsAssignment:Reviewingthelecture3Textbook(chapter3)/P85-117OrgnizingthediscussionofthecompanycasePage122-124gettinginformationandwritingtheoutletonthemarketingresearchandinformationsystemTextbook(chapter4andappendix1)