市場(chǎng)分析及營(yíng)銷環(huán)境管理知識(shí)分析Chapter3

AnalyzingMarketing

Environment

市場(chǎng)營(yíng)銷環(huán)境分析

欲使江河停止奔騰是辦不到的，最好的辦法就是學(xué)會(huì)能把握方向的游泳?！磥聿⒎且怀刹蛔??！s吉.貝拉營(yíng)銷環(huán)境的構(gòu)成因素經(jīng)濟(jì)環(huán)境自然競(jìng)爭(zhēng)者政治與法環(huán)境市場(chǎng)企業(yè)營(yíng)銷環(huán)境律環(huán)境科技環(huán)境公眾文化環(huán)境人口環(huán)境TheMarketing’sMicroenvironment

市場(chǎng)營(yíng)銷的微觀環(huán)境Supplies供應(yīng)商TheCompany企業(yè)Competitors競(jìng)爭(zhēng)者M(jìn)arketingIntermediaries中間商Customers顧客Publics公眾Themarketing’sMacro-environment

市場(chǎng)營(yíng)銷的宏觀環(huán)境人口經(jīng)濟(jì)政治法律社會(huì)文化自然技術(shù)企業(yè)Populationenvironment

人口環(huán)境Changingagestructure年齡結(jié)構(gòu)Changingfamily家庭結(jié)構(gòu)Geographicshiftsinpopulation人口流動(dòng)Abetter-educated教育程度Increasingethnicandracialdiversity民族構(gòu)成

EconomicEnvironment

經(jīng)濟(jì)環(huán)境Changesinincome人均收入與收入分配Changingconsumerspendingpatter消費(fèi)者支出模式Naturalenvironment

自然環(huán)境Shortagesofrawmaterials原材料Increasedcostofenergy能源供應(yīng)Increasedpollution環(huán)境污染GovernmentinterventioninnaturalResourcemanagement政府對(duì)自然資源的管理TechnologicalEnvironment

技術(shù)環(huán)境Fastpaceoftechnologicalchange技術(shù)變革HighR&Dbudgets企業(yè)研究與發(fā)展預(yù)算

Concentrationonminorimprovements產(chǎn)品的改進(jìn)Increasedregulation關(guān)于技術(shù)革新的法規(guī)PoliticalEnvironment

政治環(huán)境Legislationregulatingbusiness約束企業(yè)的立法ChanginggovernmentagencyEnforcement實(shí)施法規(guī)的政府部門Increasedemphasisonethicsandsociallyresponsibleactions倫理和社會(huì)責(zé)任的強(qiáng)調(diào)CultureEnvironment

文化環(huán)境Persistenceofculturevalues持久的核心價(jià)值觀Shiftsinsecondaryculturalvalues亞文化及其變化思考題1、為什么速溶咖啡首次進(jìn)入日本市場(chǎng)無人問津,再次進(jìn)入時(shí)卻大受歡迎？2、在墨西哥的貧民窟里，經(jīng)常會(huì)有豪華轎車從里面開出來。為什么？謝謝4月-2520:11:2220: