市场与市场营销环境.ppt

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1、Chapter 3The Marketing EnvironmentMarketing EnvironmentMarketing Environment-consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.Includes:Microenvironment-forces close to the company

2、that affect its ability to serve its customers.Macroenvironment-larger societal forces that affect the microenvironment.市场营销环境与分析市场营销环境指对市场营销有直接和间接影响的外部力量，包括宏观营销环境和微观营销环境。微观环境包括企业本身、供应商、顾客、竞争者、社会公众。宏观环境是指给企业造成市场机会和环境威胁的主要社会力量。主要包括人口、经济、科技、自然、政治和法律、社会文化因素环境分析的目的在于帮助企业识别环境各要素给企业带来的机会与威胁，采取合理的应对措施。The

3、Companys MicroenvironmentCompanys Internal Environment-functional areas inside a company that have an impact on the marketing departments plans.Suppliers-provide the resources needed to produce goods and services and are an important link in the“value delivery system”.Marketing Intermediaries-help t

4、he company to promote,sell,and distribute its goods to final buyers.i.e.resellers.市场营销环境、营销组合与目标市场市场营销环境、营销组合与目标市场社会社会人口人口技术技术经济经济政治政治自然自然竞争者竞争者公众公众卖方卖方中间商中间商沟通沟通产品产品分销分销价格价格顾顾 客客目标市场目标市场宏观环境宏观环境营销组合营销组合微微观观环环境境环境的环境的3 3大特点大特点企业市场营销活动必须积极地适应环境变化企业市场营销活动必须积极地适应环境变化！渐进性渐进性突发性突发性机会机会威胁威胁变变动性动性企业对机会和威胁的

5、反应1.慎重评价市场机会2.对威胁的反应3.（1）反抗，扭转不利因素的发展4.（2）减轻，通过调整市场营销组合环境的威胁5.（3）转移一、人口环境总量衡量市场潜量的重要因素 年龄结构 分布The Companys MacroenvironmentDemographic-studies populations in terms of size,density,location,age,gender,race,occupation and other statistics.Economic-factors that affect consumer purchasing power and spen

6、ding patterns.Natural-natural resources needed as inputs by marketers or that are affected by marketing activities.Key U.S.Demographic TrendsChanging Age StructurePopulation is aging;many divisionsChanging American FamilyLater marriage,fewer children,workingwomen,and nontraditional householdsGeograp

7、hic ShiftsMoving to the Sunbelt,suburbs,“micropolitan areas”Better-Educated&More White-Collar Increased college attendanceand white-collar workersIncreasing Diversity72%Caucasian,13%African-American,11%Hispanic&3%AsianAge Distribution of the U.S.Population (78 million people born 1946-1964)One of th

8、e most powerful forces shaping the marketing environment,30%of population(45 million people born 1965-1976)More skeptical,cynical of frivolous marketing pitches promising easy success (72 million people born 1977-1994)Fluent and comfortable with computer,digital,and Internet technology(Net-Gens)Econ

9、omicDevelopmentChanges in Income:Value MarketingChanging ConsumerSpending PatternsKeyEconomicConcerns forMarketersEconomic EnvironmentNatural EnvironmentFactors Affectingthe NaturalEnvironmentShortages of Raw MaterialsIncreased PollutionGovernmentalInterventionEnvironmentally SustainableStrategiesTh

10、e CompanysMacroenvironmentTechnological-forces that create new technologies,creating new product and market opportunities.Political-laws,agencies and pressure groups that influence and limit organizations and individuals in a given society.Cultural-institutions and other forces that affect a society

11、s basic values,perceptions,preferences,and behaviors.Technological EnvironmentFaster pace of technological change;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,bu

12、t also commercial make practical,affordable versions of products.Increased regulation concerning product safety,individual privacy,and other areas that affect technological changes.Increasing LegislationChanging GovernmentAgencyEnforcementIncludes Laws,Government Agencies,Etc.that Influence&Limit Or

13、ganizations/Individuals in a Given Society IncreasedEmphasis onEthics&SociallyResponsibleActionsPolitical Environment五、政治法律环境1政治形势2经济政策 财政政策 货币政策 价格政策 对外贸易政策等3立法 国家、地方颁布的法规、法令、条例The Companys MicroenvironmentCustomers-five types of markets that purchase a companys goods and services.Competitors-those

14、 who serve a target market with similar products and services against whom a company must gain strategic advantage.Publics-any group that perceives itself having an interest in a companys ability to achieve its objectives.Cultural Environment Peoples View of OrganizationsPeoples View of NaturePeople

15、s View of ThemselvesPeoples View of SocietyPeoples View ofthe UniversePeoples View of OthersCultural Valuesof a Society六、文化环境1语言 语言能力、形体语言（OK）2教育 教育普及程度、教育水平（星巴克店的选址）2000.11.1 10万人口 受教育程度 1990年 2000年 大学 1422 3611 高中 8039 11146 初中 23344 33961 小学 37057 357013宗教 不同的宗教、宗教节日、宗教禁忌、宗教组织4价值观 价值观念是人们对事物的评价标准

16、 “身土不二”的韩国人5风俗习惯 饮食、服饰、婚丧、节庆、伦理等Responding to the Marketing EnvironmentEnvironmental 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 environ

17、ment.How?Hire lobbyists,run“advertorials”,press law suits,file complaints,and form agreements.Discussion Americans are becoming more concerned about the natural environment.Explainhow this trend would affect a company that markets:(a)sandwich bags,(b)tires,(c)computers,and(d)electrical power.Suggest

18、 some effective responses to these concerns.Types of Customer Markets(Fig.3.2)Government MarketsInternational MarketsResellerMarketsBusinessMarketsConsumer MarketsCompanyTypes of Publics(Fig.3.3)CompanyCitizenActionPublicsLocalPublicsGeneralPublicInternal PublicsGovernmentPublicsMediaPublicsFinancia

19、lPublicsMajor Forces in the Companys Macroenvironment(Fig.3.4)4.2.1 4.2.1 企业内部力量企业内部力量企业内部力量营销营销销售销售服务服务物流物流财务财务顾客4.2.2 4.2.2 资源供应者资源供应者对企业的影响方式对企业的影响方式提高价格提高价格能否及时提供低成本的原材料能否及时提供低成本的原材料降低原料质量降低原料质量提高价格提高价格4.2.24.2.2资源供应者资源供应者29992999元联想的意义元联想的意义联想采用联想采用AMDAMD的的CPUCPU，制造最低，制造最低价的价的PCPC。英特尔受到联英特尔受到联想

20、与想与AMDAMD合作给合作给予的压力。予的压力。4.2.3 4.2.3 营业中介人营业中介人储存储存保险运输广告咨询4.2.4 4.2.4 顾客顾客 顾客的竞争者角色顾客的竞争者角色 顾客的业务延伸 顾客的力量 购买了整个行业全部产品的一大部分购买了整个行业全部产品的一大部分 购买在买方成本中只占很小的比重购买在买方成本中只占很小的比重 能以很低的成本转向另一供应商能以很低的成本转向另一供应商Companys Internal Environment(Fig.3.1)4.2.5 4.2.5 社会公众社会公众社区邻近居民和社团组织 团体消协、环保等非盈利性的社会团体 政府政府部门、国会、法院等

21、 媒体报纸、杂志、电台、电视台和互联网等 融资影响企业获取资金能力的机构，如银行等一般无组织状态的外部公众 明智的企业都应采取有力措施来保持与主要明智的企业都应采取有力措施来保持与主要公众之间的建设性关系公众之间的建设性关系 673.9亿美元的品牌价值是怎么来的？可口可乐公关宣传的“三张王牌”4.2.5 4.2.5 社会公众社会公众紧跟奥运赞助公益活动把握时事热点新闻1行业结构类型(销售者的数量及产品差别程度）(1)完全竞争行业 竞争者很多、很小，产品无差别 无一家可自主定价(2)完全垄断行业 行业内仅一家企业，可自由决定供给量及价格(3)寡头垄断行业 行业内只有少数几家企业(4)垄断竞争行业

22、 比寡头垄断多，比完全竞争少，产品服务有所区别 部分决定价格现在大多数行业可视为垄断竞争行业(掌上电脑)4.2.6 4.2.6 竞争者竞争者竞争者竞争者满足的需求满足的需求 提供的产品提供的产品例例愿望竞争者愿望竞争者不同不同不同不同住房住房轿车轿车一般竞争者一般竞争者同同不同不同轿车轿车摩托车摩托车形式竞争者形式竞争者同同同类同类不同规格不同规格高档轿车高档轿车普通轿车普通轿车品牌竞争者品牌竞争者同同同同宝马宝马奔驰奔驰4.2.6 4.2.6 竞争者竞争者同里二、竞争者分析1识别竞争者 从产品的角度（产品竞争观念）提供同类产品 从市场的角度（市场竞争观念 ）满足相同需求2确定竞争者的目标 竞争者在市场上追求什么 竞争者的行为推动力是什么竞争对手分析竞争对手分析4.2.6 竞争者竞争对手正在做什么？它能够做什么？竞争竞争对手对手分析分析什么力量驱使 着竞争对手？竞争对手的潜力是什么？竞争对手会如何反应？竞争对手如何评价行业？竞争对手的反击概略对目前的地位满意吗？可能做出什么行动或战略变化？竞争对手的脆弱之处在哪里？迫使竞争对手做出最大的最有效的报复因素是什么？长远目标各管理层的目标和综合目标现行战略目前正在如何进行竞争？假设对其自身和行业所持有的假设潜在能力优势和劣势驱使竞争对手行动动机竞争对手能力已显现出来的隐含地5估计竞争者的反应模式 坐观其变型 选择型 凶暴型 随机型等