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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Sixth,Seventh,Eighth,Ninth,11/4/20,#,Copyright 2017,2015,2013 Pearson Education,Inc.All Rights Reserved,Marketing:An Introduction,Thirteenth Edition,Chapter,3,Analyzing the Marketing Environment,Marketing:An IntroductionThir,1,Learning,Objectives,(1 of 4),3,-1.,Describe the environmental forces that,affect,the companys ability to serve its,customers,.,3,-2.,Explain how changes in the,demographic and,economic environments affect,marketing,decisions.,3,-3.,Identify the major trends in the firms,natural,and technological environments.,Learning Objectives(1 of 4)3-,2,Learning,Objectives,(2 of 4),3,-4,.,Explain the key changes in the political,and cultural,environments.,3,-5,.,Discuss how companies can react to,the marketing,environment.,Learning Objectives(2 of 4)3-,3,First Stop:,Kellogg Losing,Its Snap,Crackle,and Pop?,Kelloggs cereal brands have helped define the American breakfast experience.As American lifestyles and breakfast-eating behaviors have changed,Kellogg has lost some of its snap,crackle,and pop.,First Stop:Kellogg Losing Its,4,Learning Objective 3,-1,Describe the environmental forces that affect the companys ability to serve its customers.,Learning Objective 3-1Describe,5,Marketing Environment,Outside forces that affect marketing managements ability to build and maintain successful relationships with target customers,Microenvironment,:Actors close to the,company,that affect its ability to serve its customers,Macroenvironment,:Larger societal forces that affect the microenvironment,Marketing EnvironmentOutside f,6,Figure 3.1-Actors in the Microenvironment,Figure 3.1-Actors in the Mic,7,The Company,Interrelated groups in a company form the internal,environment,Departments share the responsibility for understanding customer needs and creating customer value,.,The CompanyInterrelated groups,8,Suppliers,(1 of 2),Provide the resources needed by the company to produce its goods and services,Supplier problems seriously affect marketing,Supply shortages or delays,Labor,strikes,Price trends of key inputs,Suppliers(1 of 2)Provide the,9,Suppliers,(2,of 2),Honda has developed healthy,long-term,supplier relationships.,Suppliers(2 of 2)Honda has de,10,Marketing,Intermediaries,(1 of 2),Marketing intermediaries,help the company to promote,sell,and distribute its products to final buyers.,Resellers,Physical distribution firms,Marketing services agencies,Financial,intermediaries,Marketing Intermediaries(1 of,11,Marketing Intermediaries,(2,of 2),Coca-Cola provides its retail,partners with,much more than just soft drinks.It also pledges powerful,marketing support,.,Marketing Intermediaries(2 of,12,Competitors,Marketers must gain strategic advantage by positioning products strongly against competitors,.,No single strategy is best for all companies.,CompetitorsMarketers must gain,13,Publics,Publics,:any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives,Financial,Media,Government,Citizen,action,Local,General,Internal,PublicsPublics:any group that,14,Customers,Five types of customer markets,Consumer markets,Business markets,Reseller markets,Government markets,International,markets,CustomersFive types of custome,15,Figure 3.2-Major Forces in,the,Companys Macroenvironment,Figure 3.2-Major Forces in t,16,Learning Objective 3-1 Summary,Companys microenvironment,Company,suppliers,marketing intermediaries,Competitors,publics,customers,Forces in the companys macroenvironment,Demographic,Economic,Natural,Technological,Political and cultural,Learning Objective 3-1 Summary,17,Learning Objective,3-2,Explain how changes in the demographic,and,economic environments affect,marketing,decisions.,Learning Objective 3-2Explain,18,Demographic,Environment,(1 of 3),Demography,is the study of human populations in terms of size,density,location,age,gender,race,occupation,and other statistics,.,Marketers analyze:,Changing age and family structures,Geographic population shifts,Educational characteristics,Population,diversity,Demographic Environment(1 of,19,Demographic,Environment,(2 of 3),The U.S.population contains several generational groups:,Baby Boomers,Generation X,Millennials(or Generation Y),Generation Z,Demographic Environment(2 of,20,Demographic Environment,(3,of 3),GEs Artistry appliance line is designed,to target Millennials,.,Demographic Environment(3 of,21,Economic Environment,Economic factors affect consumer purchasing power and spending,Changes in consumer spending,Differences in income distribution,Economic EnvironmentEconomic f,22,Learning Objective 3-2 Summary,Demographic environment,Age and family structures,Geographic population shifts,Education characteristics,Population,diversity,Economic environment,Changes in consumer spending and income distribution,Learning Objective 3-2 Summary,23,Learning Objective,3-3,Identify the major trends in the firms,
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