市場營銷環(huán)境課件

Chapter3TheMarketingEnvironment1Chapter3TheMarketingEnvironMarketingEnvironmentMarketingEnvironment-consistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.Includes:Microenvironment-forcesclosetothecompanythataffectitsabilitytoserveitscustomers.Macroenvironment-largersocietalforcesthataffectthemicroenvironment.2MarketingEnvironmentMarketingMicroenvironment企業(yè)company供應商suppliers營銷中間商MarketingIntermediaries

顧客customer競爭者competitors公眾public3Microenvironment3TheCompany’s

MicroenvironmentCompany’sInternalEnvironment-functionalareasinsideacompanythathaveanimpactonthemarketingdepartment’splans.Suppliers-providetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe“valuedeliverysystem”.MarketingIntermediaries-helpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers.i.e.resellers.4TheCompany’s

MicroenvironmenCompany’sInternalEnvironment(Fig.3.1)5Company’sInternalEnvironmentSuppliers成本質量控制6Suppliers成本質量控制6MarketingIntermediaries營銷中間商（MarketingIntermediaries）：幫助公司促銷、銷售和分銷產品到最終用戶的公司，包括批發(fā)零售企業(yè)（resellingfirms）、物流企業(yè)(physicaldistributionfirms)、營銷服務代理機構(marketingservicesagencies)（如廣告企業(yè)，咨詢機構，律師會計事務所等）和金融中間機構(financialintermediaries)（銀行，信貸機構，保險機構等）。7MarketingIntermediaries營銷中間商（TheCompany’s

MicroenvironmentCustomers-fivetypesofmarketsthatpurchaseacompany’sgoodsandservices.Competitors-thosewhoserveatargetmarketwithsimilarproductsandservicesagainstwhomacompanymustgainstrategicadvantage.Publics-anygroupthatperceivesitselfhavinganinterestinacompany’sabilitytoachieveitsobjectives.8TheCompany’s

MicroenvironmenTypesofCustomerMarkets(Fig.3.2)GovernmentMarketsInternationalMarketsResellerMarketsBusinessMarketsConsumerMarketsCompany9TypesofCustomerMarkets(FigTypesofPublics(Fig.3.3)CompanyCitizenActionPublicsLocalPublicsGeneralPublicInternalPublicsGovernmentPublicsMediaPublicsFinancialPublics10TypesofPublics(Fig.3.3)Com公眾（Public）：任何對組織有實際或潛在興趣、或對組織實現目標的能力有影響的群體。（1）金融公眾（financialpublics）：指銀行，投資公司，股東等，他們影響企業(yè)的獲得資金的能力。（2）媒體公眾（mediapublics）：指電視，報紙，雜志，廣播等傳遞信息的大眾媒體。（3）政府公眾（governmentpublics）：指對企業(yè)的經營活動有相當影響的有關政府機構。這些機構就產品的安全性，廣告的真實性等方面進行監(jiān)督。11公眾（Public）：任何對組織有實際或潛在興趣、或對組織實

（4）市民團體（citizen-actionpublics）：指消費者組織，環(huán)境保護組織，少數民族團體等市民團（5）地方公眾（localpublics）：指企業(yè)當地的居民和社區(qū)團體和地方政府。（6）一般公眾（generalpublics）：企業(yè)需要知道一般公眾對其產品和活動的態(tài)度，企業(yè)在一般公眾中的形象直接影響到他們是否購買本企業(yè)的產品。（7）內部公眾（internalpublics）：包括企業(yè)內部的所有員工。因為在許多情況下企業(yè)的形象是靠企業(yè)的員工傳達給外部顧客的。特別是在服務性企業(yè)12（4）市民團體（citizen-actionpublicMacroenvironment宏觀環(huán)境（Microenvironment）是指那些較大的、影響整個微觀環(huán)境的因素，包括人口統(tǒng)計的、經濟的、自然的、技術的、政治的和文化的因素13Macroenvironment13MajorForcesintheCompany’sMacroenvironment(Fig.3.4)14MajorForcesintheCompany’sTheCompany’s

MacroenvironmentDemographic人口統(tǒng)計環(huán)境-studiespopulationsintermsofsize,density,location,age,gender,race,occupationandotherstatistics.Economic-factorsthataffectconsumerpurchasingpowerandspendingpatterns.Natural-naturalresourcesneededasinputsbymarketersorthatareaffectedbymarketingactivities.15TheCompany’s

MacroenvironmenDemographic一。人口統(tǒng)計環(huán)境：1。人口數量與增長速度；2。人口的地理分布及地區(qū)間流動；3。家庭組合；4。年齡與性別結構；16Demographic一。人口統(tǒng)計環(huán)境：16經濟環(huán)境國民收入水平：——一個國家物質生產部門的勞動者在一定時期內所創(chuàng)造的價值總和。2。經濟結構；各產業(yè)的結構與國民經濟結構。3。個人收入：個人總收入；個人可支配收入；個人可任意支配收入；17經濟環(huán)境國民收入水平：174。消費者的儲蓄與信貸；5。消費者支出模式的變化；恩格爾系數=食物支出變動的百分比/收入變動的百比或=食品支出比例/生活消費總支出184。消費者的儲蓄與信貸；18Natural1。資源狀況：2。生態(tài)環(huán)境；3。環(huán)境污染與保護；4。可持續(xù)發(fā)展戰(zhàn)略19Natural1。資源狀況：19KeyU.S.DemographicTrendsChangingAgeStructurePopulationisaging;manydivisionsChangingAmericanFamilyLatermarriage,fewerchildren,workingwomen,andnontraditionalhouseholdsGeographicShiftsMovingtotheSunbelt,suburbs,“micropolitanareas”Better-Educated&MoreWhite-CollarIncreasedcollegeattendanceandwhite-collarworkersIncreasingDiversity72%Caucasian,13%African-American,11%Hispanic&3%Asian20KeyU.S.DemographicTrendsChanAgeDistributionoftheU.S.Population

(78millionpeopleborn1946-1964)Oneofthemostpowerfulforcesshapingthemarketingenvironment,30%ofpopulation(45millionpeopleborn1965-1976)Moreskeptical,cynicaloffrivolousmarketingpitchespromisingeasysuccess

(72millionpeopleborn1977-1994)Fluentandcomfortablewithcomputer,digital,andInternettechnology(Net-Gens)BabyBoomerGenerationGenerationXEchoBoomerGeneration21AgeDistributionoftheU.S.PEconomicDevelopmentChangesinIncome:ValueMarketingChangingConsumerSpendingPatternsKeyEconomicConcernsforMarketersEconomicEnvironment22EconomicChangesinIncome:KeyENaturalEnvironmentFactorsAffectingtheNaturalEnvironmentShortagesofRawMaterialsIncreasedPollutionGovernmentalInterventionEnvironmentallySustainableStrategies23NaturalEnvironmentFactorsAffTheCompany’s

MacroenvironmentTechnological-forcesthatcreatenewtechnologies,creatingnewproductandmarketopportunities.Political-laws,agenciesandpressuregroupsthatinfluenceandlimitorganizationsandindividualsinagivensociety.Cultural-institutionsandotherforcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.24TheCompany’s

MacroenvironmentTechnologicalEnvironmentFasterpaceoftechnologicalchange;productsareoutdatedatarapidpace.Almostunlimitedopportunitiesbeingdevelopeddailyinhealthcare,spaceindustry,robotics,andbio-geneticfield.Challengeisnotonlytechnical,butalsocommercial–makepractical,affordableversionsofproducts.Increasedregulationconcerningproductsafety,individualprivacy,andotherareasthataffecttechnologicalchanges.25TechnologicalEnvironmentFasteIncreasingLegislationChangingGovernmentAgencyEnforcementIncludesLaws,GovernmentAgencies,Etc.thatInfluence&LimitOrganizations/IndividualsinaGivenSociety

IncreasedEmphasisonEthics&SociallyResponsibleActionsPoliticalEnvironment26IncreasingChangingIncludesLCulturalEnvironment

People’sViewofOrganizationsPeople’sViewofNaturePeople’sViewofThemselvesPeople’sViewofSocietyPeople’sViewoftheUniversePeople’sViewofOthersCulturalValuesofaSociety27CulturalEnvironmentPeople’sV

1、環(huán)境威脅與市場機會環(huán)境威脅是指環(huán)境中不利于企業(yè)營銷的因素的發(fā)展趨勢。市場機會指對企業(yè)營銷活動富有利益空間和吸引力的領域。281、環(huán)境威脅與市場機會環(huán)境威脅是指環(huán)境中不利于企業(yè)營銷的因3、機會威脅的綜合分析與對策威脅水平大小大小機會水平風險業(yè)務理想業(yè)務困境業(yè)務成熟業(yè)務揚長避短抓住機會作為常規(guī)轉移/減少293、機會威脅的綜合分析與對策威脅水平大小機會ReviewofConceptConnectionsDescribetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.Explainthekeychangesinthepoliticalandculturalenvironments.Discusshowcompaniescanreacttothemarketingenvironment.30ReviewofConceptConnectionsDChapter3TheMarketingEnvironment31Chapter3TheMarketingEnvironMarketingEnvironmentMarketingEnvironment-consistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.Includes:Microenvironment-forcesclosetothecompanythataffectitsabilitytoserveitscustomers.Macroenvironment-largersocietalforcesthataffectthemicroenvironment.32MarketingEnvironmentMarketingMicroenvironment企業(yè)company供應商suppliers營銷中間商MarketingIntermediaries

顧客customer競爭者competitors公眾public33Microenvironment3TheCompany’s

MicroenvironmentCompany’sInternalEnvironment-functionalareasinsideacompanythathaveanimpactonthemarketingdepartment’splans.Suppliers-providetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe“valuedeliverysystem”.MarketingIntermediaries-helpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers.i.e.resellers.34TheCompany’s

MicroenvironmenCompany’sInternalEnvironment(Fig.3.1)35Company’sInternalEnvironmentSuppliers成本質量控制36Suppliers成本質量控制6MarketingIntermediaries營銷中間商（MarketingIntermediaries）：幫助公司促銷、銷售和分銷產品到最終用戶的公司，包括批發(fā)零售企業(yè)（resellingfirms）、物流企業(yè)(physicaldistributionfirms)、營銷服務代理機構(marketingservicesagencies)（如廣告企業(yè)，咨詢機構，律師會計事務所等）和金融中間機構(financialintermediaries)（銀行，信貸機構，保險機構等）。37MarketingIntermediaries營銷中間商（TheCompany’s

MicroenvironmentCustomers-fivetypesofmarketsthatpurchaseacompany’sgoodsandservices.Competitors-thosewhoserveatargetmarketwithsimilarproductsandservicesagainstwhomacompanymustgainstrategicadvantage.Publics-anygroupthatperceivesitselfhavinganinterestinacompany’sabilitytoachieveitsobjectives.38TheCompany’s

MicroenvironmenTypesofCustomerMarkets(Fig.3.2)GovernmentMarketsInternationalMarketsResellerMarketsBusinessMarketsConsumerMarketsCompany39TypesofCustomerMarkets(FigTypesofPublics(Fig.3.3)CompanyCitizenActionPublicsLocalPublicsGeneralPublicInternalPublicsGovernmentPublicsMediaPublicsFinancialPublics40TypesofPublics(Fig.3.3)Com公眾（Public）：任何對組織有實際或潛在興趣、或對組織實現目標的能力有影響的群體。（1）金融公眾（financialpublics）：指銀行，投資公司，股東等，他們影響企業(yè)的獲得資金的能力。（2）媒體公眾（mediapublics）：指電視，報紙，雜志，廣播等傳遞信息的大眾媒體。（3）政府公眾（governmentpublics）：指對企業(yè)的經營活動有相當影響的有關政府機構。這些機構就產品的安全性，廣告的真實性等方面進行監(jiān)督。41公眾（Public）：任何對組織有實際或潛在興趣、或對組織實

（4）市民團體（citizen-actionpublics）：指消費者組織，環(huán)境保護組織，少數民族團體等市民團（5）地方公眾（localpublics）：指企業(yè)當地的居民和社區(qū)團體和地方政府。（6）一般公眾（generalpublics）：企業(yè)需要知道一般公眾對其產品和活動的態(tài)度，企業(yè)在一般公眾中的形象直接影響到他們是否購買本企業(yè)的產品。（7）內部公眾（internalpublics）：包括企業(yè)內部的所有員工。因為在許多情況下企業(yè)的形象是靠企業(yè)的員工傳達給外部顧客的。特別是在服務性企業(yè)42（4）市民團體（citizen-actionpublicMacroenvironment宏觀環(huán)境（Microenvironment）是指那些較大的、影響整個微觀環(huán)境的因素，包括人口統(tǒng)計的、經濟的、自然的、技術的、政治的和文化的因素43Macroenvironment13MajorForcesintheCompany’sMacroenvironment(Fig.3.4)44MajorForcesintheCompany’sTheCompany’s

MacroenvironmentDemographic人口統(tǒng)計環(huán)境-studiespopulationsintermsofsize,density,location,age,gender,race,occupationandotherstatistics.Economic-factorsthataffectconsumerpurchasingpowerandspendingpatterns.Natural-naturalresourcesneededasinputsbymarketersorthatareaffectedbymarketingactivities.45TheCompany’s

MacroenvironmenDemographic一。人口統(tǒng)計環(huán)境：1。人口數量與增長速度；2。人口的地理分布及地區(qū)間流動；3。家庭組合；4。年齡與性別結構；46Demographic一。人口統(tǒng)計環(huán)境：16經濟環(huán)境國民收入水平：——一個國家物質生產部門的勞動者在一定時期內所創(chuàng)造的價值總和。2。經濟結構；各產業(yè)的結構與國民經濟結構。3。個人收入：個人總收入；個人可支配收入；個人可任意支配收入；47經濟環(huán)境國民收入水平：174。消費者的儲蓄與信貸；5。消費者支出模式的變化；恩格爾系數=食物支出變動的百分比/收入變動的百比或=食品支出比例/生活消費總支出484。消費者的儲蓄與信貸；18Natural1。資源狀況：2。生態(tài)環(huán)境；3。環(huán)境污染與保護；4?？沙掷m(xù)發(fā)展戰(zhàn)略49Natural1。資源狀況：19KeyU.S.DemographicTrendsChangingAgeStructurePopulationisaging;manydivisionsChangingAmericanFamilyLatermarriage,fewerchildren,workingwomen,andnontraditionalhouseholdsGeographicShiftsMovingtotheSunbelt,suburbs,“micropolitanareas”Better-Educated&MoreWhite-CollarIncreasedcollegeattendanceandwhite-collarworkersIncreasingDiversity72%Caucasian,13%African-American,11%Hispanic&3%Asian50KeyU.S.DemographicTrendsChanAgeDistributionoftheU.S.Population

(78millionpeopleborn1946-1964)Oneofthemostpowerfulforcesshapingthemarketingenvironment,30%ofpopulation(45millionpeopleborn1965-1976)Moreskeptical,cynicaloffrivolousmarketingpitchespromisingeasysuccess

(72millionpeopleborn1977-1994)Fluentandcomfortablewithcomputer,digital,andInternettechnology(Net-Gens)BabyBoomerGenerationGenerationXEchoBoomerGeneration51AgeDistributionoftheU.S.PEconomicDevelopmentChangesinIncome:ValueMarketingChangingConsumerSpendingPatternsKeyEconomicConcernsforMarketersEconomicEnvironment52EconomicChangesinIncome:KeyENaturalEnvironmentFactorsAffectingtheNaturalEnvironmentShortagesofRawMaterialsIncreasedPollutionGovernmentalInterventionEnvironmentallySustainableStrategies53NaturalEnvironmentFactorsAffTheCompany’s

MacroenvironmentTechnological-forcesthatcreatenewtechnologies,creatingnewproductandmarketopportunities.Political-laws,agenciesandpressuregroupsthatinfluenceandlimitorganizationsandindividualsinagivensociety.Cultural-institutionsandotherforcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.54TheCompany’s

MacroenvironmentTechnologicalEnvironmentFasterpaceoftechnologicalchange;productsareoutdatedatarapidpace.Almostunlimitedopportunitiesbeingdevelopeddailyinhealthcare,spaceindustry,robotics,andbio