【市场营销英文版】02.External Environment Analysis.ppt

《【市场营销英文版】02.External Environment Analysis.ppt》由会员分享，可在线阅读，更多相关《【市场营销英文版】02.External Environment Analysis.ppt（16页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、External Environment AnalysisMain Areas of FocusDemographicEconomicSocial-CulturalPolitical-LegalTechnologicalCompetitiveExternal Environment and the Marketing MixDemographicSocial-CulturalCompetitiveEconomicPolitical-LegalTechnologicalPriceProductPlacePromotionTarget MarketExternal Environment:Demo

2、graphicPopulation Growth RatePopulation Age MixPopulation DispersionEthnicityEducationExternal Environment:EconomicIncomeBusiness CyclesInflationUnemploymentIncome DistributionExternal Environment:EconomicIncome:Important Terms to Remember1.Disposable Income:what consumers have left after taxes are

3、paid.2.Discretionary Income:what consumers have left after taxes and necessities are paid for3.Engels Law:the income profile of an economy moves from disposable to discretionary as an economy developsExternal Environment:Social-CulturalSocial classesCultureValuesExternal Environment:Social-CulturalV

4、alues guide behavior and can define needs.Values are defined as widely held beliefs that some activities,relationships,feelings,or goals are important to a communitys well-being.Values are important to marketers,because:1)They guide culturally appropriate behavior,2)They are difficult to change,3)Th

5、ey are widely accepted,and4)They incline people to respond to specific stimuli in standard ways.External Environment:Social-CulturalValues Categories that are useful to marketers:Core and secondary values:Core values are highly persistent;secondary values are much more likely to change.Subculture an

6、d cultural values:Subculture are separate segments of a culture organized around factors as race,nationality,religion,or geographic location.Instrumental and terminal values:Instrumental values focus on modes of conduct(i.e.ambition);terminal values deal with end-states of existence(i.e.prosperity).

7、Material and non-material values:Material values pertain to things(that people can buy and where to buy them i.e.);while nonmaterial values deal with ideas,customs,and beliefs(i.e.religion and political orientation).External Environment:Political-LegalImportant Areas of FocusGeneral monetary and fis

8、cal policiesBroad social legislation and accompanying regulatory agency policiesGovernment relations with individual industriesLegislation related to marketing Fortunately,the political-legal environment tends to change slowly.External Environment:TechnologicalQuestions to Consider:Could technology

9、create new goods and services to sell?Could technology improve existing products and/or services?Could technology reduce prices through cost-efficient manufacturing and distribution processes?External Environment:CompetitiveTypes of competition to consider:Brand:competition from other companies that

10、 offer similar products or servicesForm:competition from other forms of your product or service(internal)Generic:competition from companies that offer different products or services,but could perform essentially the same functionDesire:competition with all other desires that customers might satisfy

11、before purchasing your product or service External Environment:CompetitiveCompetitive Climates:Monopoly,Important dimensionsUniqueness of each firms product:uniqueNumber of competitors:noneSize of competitors(relative to market):noneElasticity of demand facing firm:eitherElasticity of industry deman

12、d:eitherControl of price by firm:completeExternal Environment:CompetitiveCompetitive Climates:Oligopoly,Important dimensionsUniqueness of each firms product:noneNumber of competitors:fewSize of competitors(relative to market):largeElasticity of demand facing firm:kinkedElasticity of industry demand:

13、inelasticControl of price by firm:some(if careful)External Environment:CompetitiveCompetitive Climates:Pure Competition,Important dimensionsUniqueness of each firms product:noneNumber of competitors:manySize of competitors(relative to market):smallElasticity of demand facing firm:completely elasticE

14、lasticity of industry demand:eitherControl of price by firm:noneExternal Environment:CompetitiveCompetitive Climates:Monopolistic Competition,Important dimensionsUniqueness of each firms product:someNumber of competitors:few to manySize of competitors(relative to market):large to smallElasticity of demand facing firm:eitherElasticity of industry demand:eitherControl of price by firm:some