市场营销学ppt第三章.ppt

市场营销学ppt第三章.ppt

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Chapter3-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterThreeAnalyzingtheMarketingEnvironmentChapter3-slide2Copyright2010PearsonEducation,Inc.AnalyzingtheMarketingEnvironmentTheCompanysMicroenvironmentTheCompanysMacroenvironemntRespondingtotheMarketingEnvironmentTopicOutlineChapter3-slide3Copyright2010PearsonEducation,Inc.TheMarketingEnvironmentThemarketingenvironmentincludestheactorsandforcesoutsidemarketingthataffectmarketingmanagementsabilitytobuildandmaintainsuccessfulrelationshipswithcustomersChapter3-slide4Copyright2010PearsonEducation,Inc.TheMarketingEnvironmentMicroenvironmentconsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers,thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublicsChapter3-slide5Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentActorsintheMicroenvironmentChapter3-slide6Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentTopmanagementFinanceR&DPurchasingOperationsAccountingTheCompanyChapter3-slide7Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentProvidetheresourcestoproducegoodsandservicesTreatedaspartnerstoprovidecustomervalueSuppliersChapter3-slide8Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentHelpthecompanytopromote,sellanddistributeitsproductstofinalbuyersMarketingIntermediariesChapter3-slide9Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentTypesofMarketingIntermediariesChapter3-slide10Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentFirmsmustgainstrategicadvantagebypositioningtheirofferingsagainstcompetitorsofferingsCompetitorsChapter3-slide11Copyright2010PearsonEducation,Inc.TheCompanysMicroenvironmentPublicsAnygroupthathasanactualorpotentialinterestinorimpactonanorganizationsabilitytoachieveitsobjectivesFinancialpublicsMediapublicsGovernmentpublicsCitizen-actionpublicsLocalpublicsGeneralpublicInternalpublicsChapter3-slide12Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChapter3-slide13Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentDemographyisthestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatisticsDemographicenvironmentisimportantbecauseitinvolvespeople,andpeoplemakeupmarketsDemographictrendsincludeage,familystructure,geographicpopulationshifts,educationalcharacteristics,andpopulationdiversityDemographicEnvironmentChapter3-slide14Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChangingagestructureofthepopulationBabyboomersincludepeoplebornbetween1946and1964MostaffluentAmericansDemographicEnvironmentChapter3-slide15Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentGenerationXincludespeoplebornbetween1965and1976HighparentaldivorceratesCautiouseconomicoutlookLessmaterialisticFamilycomesfirstLagbehindonretirementsavingsDemographicEnvironmentChapter3-slide16Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentMillennials（genYorechoboomers）includethosebornbetween1977and2000ComfortablewithtechnologyIncludesTweens（ages812）Teens（1319）Youngadults（20s）DemographicEnvironmentChapter3-slide17Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentGenerationalmarketingisimportantinsegmentingpeoplebylifestyleoflifestateinsteadofageDemographicEnvironmentChapter3-slide18Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentMorepeopleare:

DivorcingorseparatingChoosingnottomarryChoosingtomarrylaterMarryingwithoutintendingtohavechildrenIncreasednumberofworkingwomenStay-at-homedadsDemographicEnvironmentChapter3-slide19Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentGrowthinU.S.WestandSouthanddeclineinMidwestandNortheastMovingfromruraltometropolitanareasChangesinwherepeopleworkTelecommutingHomeofficeDivorcingorseparatingDemographicEnvironmentChapter3-slide20Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChangesintheWorkforceMoreeducatedMorewhitecollarDemographicEnvironmentChapter3-slide21Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentDemographicEnvironmentIncreasedDiversityMarketsarebecomingmorediverseInternationalNationalIncludes:

EthnicityGayandlesbianDisabledChapter3-slide22Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentEconomicenvironmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatternsIndustrialeconomiesarerichermarketsSubsistenceeconomiesconsumemostoftheirownagricultureandindustrialoutputEconomicEnvironmentChapter3-slide23Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentChangesinincomeValuemarketinginvolveswaystoofferfinanciallycautiousbuyersgreatervaluetherightcombinationofqualityandserviceatafairpriceEconomicEnvironmentChapter3-slide24Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentErnstEngelEngelsLawAsincomerises:

ThepercentagespentonfooddeclinesThepercentagespentonhousingremainsconstantThepercentagespentonsavingsincreasesEconomicEnvironmentChangesinConsumerSpendingPatternsChapter3-slide25Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentNaturalenvironmentinvolvesthenaturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesTrendsShortagesofrawmaterialsIncreasedpollutionIncreasegovernmentinterventionEnvironmentallysustainablestrategiesNaturalEnvironmentChapter3-slide26Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentTechnologicalEnvironmentMostdramaticforceinchangingthemarketplaceCreatesnewproductsandopportunitiesSafetyofnewproductalwaysaconcernChapter3-slide27Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentPoliticalenvironmentconsistsoflaws,governmentagencies,andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensocietyPoliticalEnvironmentChapter3-slide28Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentLegislationregulatingbusinessIncreasedlegislationChanginggovernmentagencyenforcementIncreasedemphasisonethicsSociallyresponsiblebehaviorCause-relatedmarketingPoliticalEnvironmentChapter3-slide29Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentCulturalenvironmentconsistsofinstitutionsandotherforcesthataffectasocietysbasicvalues,perceptions,andbehaviorsCulturalEnvironmentChapter3-slide30Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentCorebeliefsandvaluesarepersistentandarepassedonfromparentstochildrenandarereinforcedbyschools,churches,businesses,andgovernmentSecondarybeliefsandvaluesaremoreopentochangeandincludepeoplesviewsofthemselves,others,organization,society,nature,andtheuniverseCulturalEnvironmentPersistenceofCulturalValuesChapter3-slide31Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentPeoplesviewofthemselvesYankelovichMonitorsconsumersegments:

Do-it-yourselfersrecentmoversAdventurersPeoplesviewofothersMore“cocooning”CulturalEnvironmentShiftsinSecondaryCulturalValuesChapter3-slide32Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentPeoplesviewoforganizationsPeoplesviewofsocietyPatriotsdefenditReformerswanttochangeitMalcontentswanttoleaveitCulturalEnvironmentShiftsinSecondaryCulturalValuesChapter3-slide33Copyright2010PearsonEducation,Inc.TheCompanysMacroenvironmentCulturalEnvironmentShiftsinSecondaryCulturalValuesPeoplesviewofnatureSomefeelruledbyitSomefeelinharmonywithitSomeseektomasteritPeoplesviewoftheuniverseRenewedinterestinspiritualityChapter3-slide34Copyright2010PearsonEducation,Inc.RespondingtotheMarketingEnvironmentViewsonResponding