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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Part,One,Understanding marketing and the marketing process,1,Lecture Three,The marketing Environment,2,At a glance,Describe the environmental forces that affect the economys ability to serve its customers,Explain how changes in the demographic and economic environments affect marketing decisions,Identify the major trends in the firms natural and technological environments,Explain the key changes in the political and cultural environments,Discuss how companies can react to the marketing environments,3,The Companys Micro-environment,Direct (Micro-)Environments:,internal structure,suppliers,competitors,marketing intermediaries,customers and general publics,4,The Microenvironment,Suppliers,Customer,Markets,Publics,Company,Competitors,Intermediaries,Key Forces,in the,Microenvironment,5,Suppliers,Intermediaries,Firm,publics,Competitors,Customers,The Companys micro-environment,6,Internal Environment,Top Management,Manufacturing,Finance,R & D,Accounting,Purchasing,Marketing,7,Customer Markets,Company,Consumer,Markets,International,Markets,Government,Markets,Business,Markets,Reseller,Markets,8,Types of Publics,Government,Internal,Financial,Media,Citizen,Action,Local,General,9,The Companys Macro-environment,Indirect (Macro-)Environments:,Demographic environment,Economic environment,Natural environment,Technological environment,Political environment,Cultural environment,10,The Macro-environment,Demographic,Technological,Cultural,Economic,Political,Natural,Key Forces,in the,Macroenvironment,11,Demographic environment,Changing age structure of the population,The changing family,Geographic shifts in population,better-educated and more white-collar population,Increasing ethic diversity,12,Demographic Environment,Geographic,Shifts,Education,Growing,Ethnic,Diversity,Changing,Family,Structure,Age,Structures,Key,Demographic,Trends,13,Economic environment,Changes in income,income distribution,upper-class,middle-class,under-class,Changing consumer spending patterns,Engels laws,14,Economic Environment,Changes,in Consumer,Spending Patterns,Economic,Development,Changes,in Income,Key,Economic,Concerns for,Marketers,15,Natural environment,Shortages of raw materials,Increased cost of energy,Increased pollution,Government intervention in natural resource management,16,Natural Environment,Key Areas,of Concern,in the Natural,Environment,Shortage of,Raw Materials,Increased,Pollution,Government,Intervention,Energy,Costs,17,Technological environment,Fast pace of technological change,High R&D budget,Concentration on minor improvements,Increased regulation,18,Technological Environment,Fast Pace of,Change,High R & D,Budgets,Focus on Minor,Improvements,Increased,Regulation,Issues in the Technological Environment,19,Political environment,Legislation regulating business,protect organization,product consumers,protect the interests of society,Changing government agency enforcement,Increased emphasis on ethics and socially responsible actions,20,Political Environment,Greater,Concern for,Ethics,Legislation,Enforcement,Key,Trends in the,Political,Environment,21,Cultural environment,Persistence of cultural values,Core cultural,Secondary cultural,Subcultures,Shifts in secondary cultural values,peoples view of themselves, others, organizations, society, nature, universe.,22,Cultural Environment,Of,Organizations,Of,Nature,Of,Oneself,Of,Society,Of,the Universe,Of,Others,Views,That Show,Values,23,Macro-environment,Micro-environment,Firms,internal,environment,The marketing environments,24,Next week,Marketing research and information systems,Assignment:,Reviewing the lecture 3,Text book (chapter3)/ P85-117,Orgnizing the discussion of the company case Page122-124,getting information and writing the outlet on the marketing research and information system,Text book (chapter 4 and appendix 1),25,
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