1、營(yíng)銷環(huán)境,1,Understand your customer,Analyze the environment in which your customer coping with everyday Analyze the customer buying behavior,營(yíng)銷環(huán)境,2,Chapter 3 第三章,The Marketing Environment 營(yíng)銷環(huán)境,營(yíng)銷環(huán)境,3,Learning Objective學(xué)習(xí)目標(biāo),1.Describe the environmental forces環(huán)境因素 that affect the companys ability to serve

2、 its customers. 2.Understand the key elements of micro-environment, including the company, suppliers, customers, marketing intermediaries, competitors and publics 3. Understand key macro-environment factors demographic（人口統(tǒng)計(jì)的）, economic, natural, technological, political-legal, and socio-cultural dev

3、elopments. 4.Discuss how companies can react to the marketing environment.,營(yíng)銷環(huán)境,4,Content to be covered today,Definition of marketing environment Lecture The companys Mirco-environment Video and case study Small group discussion Lecture,營(yíng)銷環(huán)境,5,1Marketing Environment,Marketing Environment- consists o

4、f the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.企業(yè)外部能夠影響企業(yè)建立并保持與目標(biāo)客戶良好關(guān)系能力的各種因素。 Considered to be beyond the control of the organization超出企業(yè)的控制范疇 Environment offers both opportunities and t

5、hreats既有威脅也有機(jī)會(huì),營(yíng)銷環(huán)境,6,1Marketing Environment,Includes: Microenvironment （微觀營(yíng)銷環(huán)境）- forces close to the company that affect its ability to serve its customers.與公司關(guān)系密切且能影響其滿足客戶能力的因素 Macroenvironment （宏觀營(yíng)銷環(huán)境）- larger societal forces that affect the microenvironment. 影響微觀環(huán)境的社會(huì)性因素,營(yíng)銷環(huán)境,7,1The Marketing En

6、vironment營(yíng)銷環(huán)境,3,Internal,Production Finance R products are outdated at a rapid pace. Almost unlimited opportunities being developed daily in health care, space industry, robotics, and bio-genetic field. Challenge is not only technical, but also commercial make practical, affordable versions of produ

7、cts. Increased regulation concerning product safety, individual privacy, and other areas that affect technological changes.,營(yíng)銷環(huán)境,27,Increasing Legislation,Changing Government Agency Enforcement,Includes Laws, Government Agencies, Etc. that Influence & Limit Organizations/ Individuals in a Given Soci

8、ety,Increased Emphasis on Ethics & Socially Responsible Actions,3.5Political Environment,營(yíng)銷環(huán)境,28,3.6Cultural Environment,Peoples View of Organizations,Peoples View of Nature,Peoples View of Themselves,Peoples View of Society,Peoples View of the Universe,Peoples View of Others,Cultural Values of a Society,營(yíng)銷環(huán)境,29,4Responding to the Marketing Environment,Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environmen