國(guó)際市場(chǎng)營(yíng)銷(xiāo)課件第三章 國(guó)際經(jīng)濟(jì)與政治環(huán)境

MajorInternationalMarketingDecisionsChapterⅢMarketingEnvironment營(yíng)銷(xiāo)環(huán)境營(yíng)銷(xiāo)環(huán)境的含義和特征營(yíng)銷(xiāo)環(huán)境指存在于企業(yè)營(yíng)銷(xiāo)部門(mén)外部的不可控制的因素和力量，這些因素和力量是影響企業(yè)營(yíng)銷(xiāo)活動(dòng)及其目標(biāo)實(shí)現(xiàn)的外部條件。ClassificationoftheMarketingEnvironmentAccordingtoitsimpact:Microenvironment(微觀營(yíng)銷(xiāo)環(huán)境)是指由公司本身市場(chǎng)營(yíng)銷(xiāo)活動(dòng)所引起的與公司市場(chǎng)緊密相關(guān)、直接影響其市場(chǎng)營(yíng)銷(xiāo)能力的各種行為者。包括公司供應(yīng)商、營(yíng)銷(xiāo)中間商、競(jìng)爭(zhēng)者和公眾等。Macroenvironment(宏觀營(yíng)銷(xiāo)環(huán)境)是指影響公司微觀環(huán)境的各種因素和力量的總和。包括人口統(tǒng)計(jì)環(huán)境、經(jīng)濟(jì)環(huán)境、自然環(huán)境、政治和法律環(huán)境及文化環(huán)境等。

TheenvironmentofinternationalmarketingReferencetext

Cateora.P.RandJ.L.Graham,Internationalmarketing,IrwinMegraw-Hill,Internationalmarketingjeffreyedmundcurry,MBA,Ph.D上海外語(yǔ)出版社internationalandglobalmarketing

TaylorWMeloanandJohnLGraham

機(jī)械工業(yè)出版社TheMarketingEnvironmentUncontrollableenvironment-Socio-economicanddemographicenvironment-Culturalenvironment-Technologicalenvironment-Politicalandlegalenvironment-FinancialenvironmentControllableenvironment-Product-Place-Price-PromotionThemarketingprocess-Analysis-Planning-Implementation

GeographicalPerspectivesOnInternationalMarketingLocationPlaceInteractionMovementRegionPlace-Geologicalcharacteristics-ClimateHumanFeatures-Population-BuiltEnvironmentNaturalFeaturesMacroenvironmentEconomicenvironment經(jīng)濟(jì)環(huán)境Social-culturalenvironment文化環(huán)境Politicalenvironment政治環(huán)境Legalenvironment法律環(huán)境Physicalenvironment自然環(huán)境Technologicalenvironment技術(shù)環(huán)境Competitiveenvironment競(jìng)爭(zhēng)環(huán)境§ⅠEconomicEnvironment經(jīng)濟(jì)環(huán)境Focus學(xué)習(xí)重點(diǎn)企業(yè)分析經(jīng)濟(jì)環(huán)境可以從哪些方面著手羅斯托的經(jīng)濟(jì)發(fā)展5階段論的主要內(nèi)容和思想經(jīng)濟(jì)發(fā)展水平對(duì)企業(yè)國(guó)際營(yíng)銷(xiāo)活動(dòng)的影響經(jīng)濟(jì)結(jié)構(gòu)對(duì)企業(yè)國(guó)際營(yíng)銷(xiāo)活動(dòng)的影響世界經(jīng)濟(jì)特征對(duì)企業(yè)國(guó)際營(yíng)銷(xiāo)活動(dòng)的影響Ⅰ.EconomicDevelopingLevelWhat’stheroleandimportanceofthisfactortointernationalmarketing?Itwilldecidethedevelopmentofacountry,anddecidetheincomeofthepeople,whichwillthenimpactthedemandandthemarketalltogether.TheTheoryofEconomicDevelopingPhaseWaltW.Rostow羅斯托的經(jīng)濟(jì)發(fā)展5階段論Traditionalsociety傳統(tǒng)社會(huì)階段Thepreconditionsfortake-off起飛前階段Thetake-off起飛階段Thedrivetomaturity趨向成熟階段Theageofhighmassconsumption高度消費(fèi)階段Questions:1.Whatchangesofthedemandandthesizeofthemarketwillbeinthephaseofthedrivetomaturityandtheageofhighmassconsumption?2.Whataretheimpactoftheeconomicdevelopingleveltotheinternationalmarketing?Ⅱ.EconomicStructureShapesacountry’sproductandserviceneeds,incomelevels,andemploymentlevels使得各個(gè)國(guó)家在產(chǎn)品/服務(wù)需求,收入水平和就業(yè)上有很大的差異。IndustrialStructureDecidetheproportionofprimary,secondaryandtertiarysectors.SubsistenceEconomiesRawMaterialExportingEconomiesIndustrializingEconomiesIndustrialEconomiesIncomeDistributionQuestions:Whataretheeffectoftheeconomicstructuretotheinternationalmarketing?Inbrief,itwilldecidethedemandstructure(需求結(jié)構(gòu))andbethepriorfactorforchoosingthetargetmarket(目標(biāo)市場(chǎng)).Sothatthecompanycouldfindthemarketopportunitiesfromtheactualityandthetrendoftheeconomicstructureofeachcountry.Ⅲ.EconomicCharacteristics1．capacityofthemarket市場(chǎng)容量Usuallyiseffectedbythefactorsasfollows通常市場(chǎng)大小受下列指標(biāo)影響：Population人口(增長(zhǎng)率及分布等情況)Income收入(國(guó)民生產(chǎn)總值、收入分配情況及人均收入等因素)

DemographicsEnvironment人口環(huán)境Itincludesfollowingfactors:totalpopulation人口總量;sex人口性別;familystructure家庭組成;aging年齡結(jié)構(gòu);geographicdistribution地理分布;ethniccomposition少數(shù)民族構(gòu)成Threetrend主要人口動(dòng)向:rural/urbanshifts,controllingpopulationgrowth,developedworldpopulationdecline/(查看人口與發(fā)展）

其他世界人口動(dòng)向世界人口迅速增長(zhǎng)發(fā)達(dá)國(guó)家的人口出生下降兒童減少許多國(guó)家人口趨于老齡化許多國(guó)家的家庭模式發(fā)生變化西方國(guó)家非家庭住戶(hù)迅速增加IncomeDistributionPurchasingpower購(gòu)買(mǎi)力：GDP(grossdomesticproduct)國(guó)民生產(chǎn)總值、individualincome個(gè)人收入GDPisimpactedbytheeconomyofacountry經(jīng)濟(jì)發(fā)展水平經(jīng)濟(jì)水平：（1）發(fā)展階段（2）經(jīng)濟(jì)形勢(shì)IncomeDistribution購(gòu)買(mǎi)力＝收入－儲(chǔ)蓄＋信貸有購(gòu)買(mǎi)力才可能有潛在市場(chǎng)！PurchasingPower購(gòu)買(mǎi)力IndividualIncomeAnalyze收入分析

收入分配

消費(fèi)者

收入

收入量

自給型

原料出口型

發(fā)展型

工業(yè)化型

名義

實(shí)際

可支配收入

生活必需品開(kāi)支

可任意支配收入

稅收和管理費(fèi)

恩格爾定律（Engel’sLaw）收入—支出方式

隨著消費(fèi)者及其家庭的收入的增加，用于食品方面的開(kāi)支占消費(fèi)支出比重越來(lái)越小。恩格爾系數(shù)≥50%貧窮恩格爾系數(shù)30%～50%較富裕恩格爾系數(shù)≤30%富裕

2．ThephysicalEnvironment自然條件（1）NaturalResources自然資源（2）TheGeneralConfigurationoftheEarth'sSurface地形（3）Climatologic氣候Thetrendofthenaturalenvironment

自然環(huán)境動(dòng)向Shortofsomenaturalresource某些自然資源短缺P(pán)ollution環(huán)境污染日益嚴(yán)重Thecontrolfromthegovernment許多國(guó)家對(duì)自然資源管理的干預(yù)日益加強(qiáng)pollutionHaveyoueverheardthatEnvironmentalprotection環(huán)保,greenmarketing綠色營(yíng)銷(xiāo)andContinuingdevelopment可持續(xù)發(fā)展……GreenMarketing綠色市場(chǎng)營(yíng)銷(xiāo)企業(yè)在開(kāi)展?fàn)I銷(xiāo)活動(dòng)的同時(shí)，要努力消除和減少生產(chǎn)經(jīng)營(yíng)對(duì)生態(tài)環(huán)境的破壞和影響。開(kāi)發(fā)綠色產(chǎn)品，實(shí)行清潔生產(chǎn)，協(xié)調(diào)環(huán)境與發(fā)展的關(guān)系，實(shí)現(xiàn)可持續(xù)發(fā)展.3．infrastructure基礎(chǔ)設(shè)施（1）Transportation運(yùn)輸（2）Energy能源（3）Telecommunication電信（4）BusinessFacilities商業(yè)設(shè)施（5）Utilities公共設(shè)施4．Urbanization都市化程度一國(guó)的都市化程度和經(jīng)濟(jì)發(fā)展階段有直接的關(guān)系。都市化程度是衡量市場(chǎng)吸引力的重要指標(biāo)。都市化程度是決定市場(chǎng)規(guī)模與任務(wù)的指標(biāo)之一。5．OtherCharacteristics其他經(jīng)濟(jì)特征1）Inflation通貨膨脹

2）TheroleoftheGovernment政府的角色3）EducationandMedicalCare教育和醫(yī)療

ThesovereigntyofnationsStabilityofgovernmentpolicies政府類(lèi)型議會(huì)制政府（君主立憲制和共和制）專(zhuān)制政府（君主