營銷環(huán)境研究報(bào)告概述Objectives目標(biāo)Knowtheenvironmentalforcesthataffectthecompany’sability

toserveitscustomers.Realizehowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

描述影響公司顧客服務(wù)能力的環(huán)境因素解釋人口統(tǒng)計(jì)環(huán)境和經(jīng)濟(jì)環(huán)境的變化如何影響營銷決策1Objectives目標(biāo)Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.Knowthekeychangesinthepoliticalandculturalenvironments.Understandhowcompaniescanreacttothemarketingenvironment.確定公司自然環(huán)境的技術(shù)環(huán)境的主要變化趨勢(shì)解釋政治和文化環(huán)境中的關(guān)鍵變化因素討論公司應(yīng)該如何應(yīng)對(duì)營銷環(huán)境的變化2CaseStudy案例研究“Millennialfever”setthestagetobringbacktheBeetleVW’sinvestment:

$560millionDemandquicklyoutstrippedsupplyThenewVWbeetleenjoyedcross-generationalappealEarnedmanyawardsBeetlenowaccountsforover25%ofcompanysalesVolkswagenDiscussion:Willtheflower-powerMicrobussucceednext?3KeyEnvironments

主要環(huán)境MarketingEnvironmentTheactorsandforcesthataffectafirm’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.Aspectsofthemarketingenvironment:MicroenvironmentMacroenvironment營銷環(huán)境在營銷活動(dòng)之外，能夠影響營銷部門建立并保持與目標(biāo)顧客良好關(guān)系的能力的各種因素和力量。營銷環(huán)境的方面：微觀環(huán)境宏觀環(huán)境4TheMicroenvironment

微觀環(huán)境Departmentswithinthecompanyimpactmarketingplanning.Suppliershelpcreateanddelivercustomervalue.Treatsuppliersaspartners.Marketingintermediarieshelpsell,promote,anddistributegoods.Intermediariestakemanyforms.公司部門會(huì)影響營銷計(jì)劃供應(yīng)商可以幫助創(chuàng)造和傳遞消費(fèi)者價(jià)值把供應(yīng)商當(dāng)作合作者營銷中間商幫助銷售、促銷和分銷商品中間商有很多形式5TheMacroenvironment

宏觀環(huán)境Customermarketsmustbestudied.Consumer,business,government,resellerandinternationalmarketsexist.Successfulcompaniesprovidebettercustomervaluethanthecompetition.Sizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.Variouspublicsmustalsobeconsidered.必須研究消費(fèi)者市場(chǎng)存在著顧客、公司、政府、零售商和國際市場(chǎng)成功的公司比競(jìng)爭對(duì)手提供更多的顧客價(jià)值規(guī)模和行業(yè)位置可以幫助決定適當(dāng)?shù)母?jìng)爭策略必須考慮各種公眾6MacroenvironmentalForces

宏觀環(huán)境因素DemographicEconomicNaturalTechnologicalPoliticalCultural人口統(tǒng)計(jì)環(huán)境經(jīng)濟(jì)環(huán)境自然環(huán)境技術(shù)環(huán)境政治環(huán)境文化環(huán)境7TheMacroenvironment

宏觀環(huán)境KeyDemographicTrendsWorldpopulationgrowthChangingagestructureTheU.S.populationconsistsofseven

generationalgroups.Babyboomers,GenerationX,and

GenerationYarekeygroups.Distinctsegmentstypicallyexistwithin

thesegenerationalgroups.主要人口趨勢(shì)全球人口增長年齡結(jié)構(gòu)變化美國人口包括七個(gè)主要群體生育高峰、X代、Y代是主要群體。在這幾代群體中存在典型的差別營銷8BabyBoomers生育高峰在1946和1964年間出生占人口的28%，收入占全部個(gè)人收入的一半存在許多微型細(xì)分市場(chǎng)成熟時(shí)達(dá)到收入高峰有利于旅行、娛樂、住房及更多市場(chǎng)Bornbetween1946and1964Represent28%ofthepopulation;earn50%ofpersonalincomeManymini-segmentsexistwithintheboomergroupEnteringpeakearningyearsastheymatureLucrativemarketfortravel,entertainment,housing,andmore9GenerationX/X代出生于1965到1976年第一代掌握門鎖鑰匙的孩子具有新的文化思想有每年1250億美元的購買力到2010年會(huì)成為大多數(shù)商品的主要購買者Bornbetween1965and1976FirstlatchkeychildrenMaintainacautiouseconomicoutlookSharenewculturalconcernsRepresent$125billioninannualpurchasingpowerWillbeprimarybuyersofmostgoodsby201010TheMacroenvironment

宏觀環(huán)境KeyDemographicTrendsChangingAmericanhouseholdGeographicpopulationshiftsBetter-educated,morewhite-collarworkforceIncreasingDiversity主要人口趨勢(shì)家庭的變化人口的地理變化更好的教育及更多的白領(lǐng)人口多樣化趨勢(shì)增加11TheMacroenvironment

宏觀環(huán)境TheEconomicEnvironmentAffectsconsumerpurchasingpowerandspendingpatterns.Twotypesofnationaleconomies:subsistencevs.industrial.U.S.consumersnowspendcarefullyanddesiregreatervalue.經(jīng)濟(jì)環(huán)境影響消費(fèi)者的購買力和消費(fèi)形式兩種形式的國家經(jīng)濟(jì)：自給自足經(jīng)濟(jì)和工業(yè)化經(jīng)濟(jì)美國消費(fèi)者目前花錢更小心，追求更高價(jià)值12KeyEconomicTrends

U.S.incomedistributionisskewed.Upperclass,middleclass,workingclassandtheunderclass.Richaregettingricher,themiddleclassisshrinking,andtheunderclassremainspoor.Consumerspendingpatternsarechanging.主要經(jīng)濟(jì)趨勢(shì)美國的收分布發(fā)生傾斜上升階級(jí)、中產(chǎn)階級(jí)、工作階級(jí)和下等階級(jí)富得更富、中產(chǎn)階級(jí)在縮小、下等階級(jí)變得更窮消費(fèi)者的消費(fèi)模式正在改變TheMacroenvironment

宏觀環(huán)境13TheMacroenvironment

宏觀環(huán)境TheNaturalEnvironmentConcernforthenaturalenvironmenthasgrownsteadily,increasingtheimportanceofthesetrends:ShortageofrawmaterialsIncreasedpollutionIncreasedgovernmentalintervention自然環(huán)境對(duì)自然環(huán)境的關(guān)注在穩(wěn)步增長，以下趨勢(shì)正在增長：原材料短缺污染增加政府干預(yù)增加14TheMacroenvironment

宏觀環(huán)境KeyTechnologicalTrendsThetechnologicalenvironmentischaracterizedbyrapidchange.Newtechnologiescreatenewopportunitiesandmarketsbutmakeoldtechnologiesobsolete.TheU.S.leadstheworldinresearchanddevelopmentspending.主要技術(shù)趨勢(shì)技術(shù)環(huán)境變化很快新技術(shù)帶來更多的機(jī)會(huì)市場(chǎng)，但會(huì)荒廢老技術(shù)美國的研發(fā)費(fèi)用世界領(lǐng)先15TheMacroenvironment宏觀環(huán)境TheCulturalEnvironmentIscomposedofinstitutionsandother

forcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.Culturecaninfluencedecisionmaking.Corebeliefsarepersistent;secondaryculturalvalueschangeandshiftmoreeasily.Theculturalvaluesofasocietyareexpressedthroughpeople’sviews.文化環(huán)境由那些影響社會(huì)的基本價(jià)值觀、偏好和行為的風(fēng)俗習(xí)慣和其他因素組成。文化可以影響決策核心好處是持久，從屬價(jià)值觀更容易改變。社會(huì)的文化價(jià)值觀通過人們的觀點(diǎn)表現(xiàn)出來