市场营销英文Chapter 4

TheMarketingEnvironmentChapter4Chapter4GeneratedbyFoxitPDFCreator©FoxitSoftware••KnowtheenvironmentalforcesKnowtheenvironmentalforcesthataffectthecompanythataffectthecompany’’sabilitysabilitytoserveitscustomers.toserveitscustomers.••RealizehowchangesintheRealizehowchangesinthedemographicandeconomicdemographicandeconomicenvironmentsaffectmarketingenvironmentsaffectmarketingdecisions.decisions.GeneratedbyFoxitPDFCreator©FoxitSoftware••IdentifythemajortrendsintheIdentifythemajortrendsinthefirmfirm’’snaturalandtechnologicalsnaturalandtechnologicalenvironments.environments.••KnowthekeychangesintheKnowthekeychangesinthepoliticalandculturalenvironments.politicalandculturalenvironments.••UnderstandhowcompaniescanUnderstandhowcompaniescanreacttothemarketingenvironment.reacttothemarketingenvironment.GeneratedbyFoxitPDFCreator©FoxitSoftware••““MillennialfeverMillennialfever””setsetthestagetobringthestagetobringbacktheBeetlebacktheBeetle••VWVW’’ssinvestment:investment:$560million$560million••DemandquicklyDemandquicklyoutstrippedsupplyoutstrippedsupply••ThenewVWbeetleThenewVWbeetleenjoyedcrossenjoyedcross--generationalappealgenerationalappeal••EarnedmanyawardsEarnedmanyawards••BeetlenowaccountsBeetlenowaccountsforover25%offorover25%ofcompanysalescompanysalesVolkswagenVolkswagenDiscussion:Discussion:WilltheflowerWilltheflower--powerMicrobussucceedpowerMicrobussucceednext?next?GeneratedbyFoxitPDFCreator©FoxitSoftware••MarketingEnvironmentMarketingEnvironment§§TheactorsandforcesthataffectafirmTheactorsandforcesthataffectafirm’’ssabilitytobuildandmaintainsuccessfulabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.relationshipswithcustomers.§§Aspectsofthemarketingenvironment:Aspectsofthemarketingenvironment:vvMicroenvironmentMicroenvironmentvvMacroenvironmentMacroenvironmentGeneratedbyFoxitPDFCreator©FoxitSoftware’’sAbilitysAbilitytoServeCustomerstoServeCustomersTheMicroenvironment••CompanyCompany••SuppliersSuppliers••CustomerCustomerMarketsMarkets••CompetitorsCompetitors••PublicsPublics••MarketingMarketingIntermediariesIntermediariesGeneratedbyFoxitPDFCreator©FoxitSoftware••DepartmentswithinthecompanyimpactDepartmentswithinthecompanyimpactmarketingplanning.marketingplanning.••SuppliershelpcreateanddeliverSuppliershelpcreateanddelivercustomervalue.customervalue.§§Treatsuppliersaspartners.Treatsuppliersaspartners.••Marketingintermediarieshelpsell,Marketingintermediarieshelpsell,promote,anddistributegoods.promote,anddistributegoods.§§Intermediariestakemanyforms.Intermediariestakemanyforms.GeneratedbyFoxitPDFCreator©FoxitSoftware••Customermarketsmustbestudied.Customermarketsmustbestudied.§§Consumer,business,government,resellerConsumer,business,government,resellerandinternationalmarketsexist.andinternationalmarketsexist.••SuccessfulcompaniesprovidebetterSuccessfulcompaniesprovidebettercustomervaluethanthecompetition.customervaluethanthecompetition.§§SizeandindustrypositionhelptodetermineSizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.theappropriatecompetitivestrategy.••Variouspublicsmustalsobeconsidered.Variouspublicsmustalsobeconsidered.GeneratedbyFoxitPDFCreator©FoxitSoftware••FinancialFinancial••MediaMedia••GovernmentGovernment••LocalLocal••GeneralGeneral••InternalInternal••CitizenActionCitizenActionGeneratedbyFoxitPDFCreator©FoxitSoftware••DemographicDemographic••EconomicEconomic••NaturalNatural••TechnologicalTechnological••PoliticalPolitical••CulturalCulturalGeneratedbyFoxitPDFCreator©FoxitSoftware••KeyDemographicTrendsKeyDemographicTrends§§WorldpopulationgrowthWorldpopulationgrowth§§ChangingagestructureChangingagestructurevvIngeneral,thethreelargestgroupsIngeneral,thethreelargestgroupsconsistofBabyboomers,GenerationconsistofBabyboomers,GenerationX,andGenerationYX,andGenerationYvvDistinctsegmentstypicallyexistwithinDistinctsegmentstypicallyexistwithinthesegenerationalgroups.thesegenerationalgroups.GeneratedbyFoxitPDFCreator©FoxitSoftware••Bornbetween1946andBornbetween1946and19641964••Represent28%oftheRepresent28%ofthepopulation;earn50%ofpopulation;earn50%ofpersonalincomepersonalincome••ManyminiManymini--segmentssegmentsexistwithintheboomerexistwithintheboomergroupgroup••Enteringpeakearning