Understandingmarketingandthemarketingprocess英文版iod.pptx

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1、Part OneUnderstanding marketing and the marketing process Lecture ThreeThe marketing EnvironmentAt a glancenDescribe the environmental forces that affect the economys ability to serve its customersnExplain how changes in the demographic and economic environments affect marketing decisionsnIdentify t

2、he major trends in the firms natural and technological environmentsnExplain the key changes in the political and cultural environmentsnDiscuss how companies can react to the marketing environments The Companys Micro-environmentDirect(Micro-)Environments:ninternal structurensuppliersncompetitorsnmark

3、eting intermediariesncustomers and general publicsThe MicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitors IntermediariesKey Forces in theMicroenvironmentSuppliersIntermediariesFirmpublicsCompetitorsCustomersThe Companys micro-environmentInternal EnvironmentTop ManagementManufacturingFi

4、nanceR&DAccountingPurchasingMarketingCustomer MarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypes of PublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneralThe Companys Macro-environmentIndirect(Macro-)Environments:nDemographic environmentnE

5、conomic environmentnNatural environmentnTechnological environmentnPolitical environmentnCultural environmentThe Macro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKey Forces in theMacroenvironmentDemographic environmentnChanging age structure of the populationnThe changing fami

6、lynGeographic shifts in populationnbetter-educated and more white-collar populationnIncreasing ethic diversityDemographic EnvironmentGeographicShiftsEducation GrowingEthnicDiversity Changing Family StructureAgeStructuresKeyDemographicTrendsEconomic environmentnChanges in incomenincome distributionnu

7、pper-classnmiddle-classnunder-classnChanging consumer spending patternsnEngels lawsEconomic EnvironmentChangesin ConsumerSpending PatternsEconomicDevelopmentChangesin IncomeKeyEconomicConcerns forMarketersNatural environmentnShortages of raw materialsnIncreased cost of energynIncreased pollutionnGov

8、ernment intervention in natural resource managementNatural EnvironmentKey Areasof Concernin the NaturalEnvironmentShortage ofRaw MaterialsIncreasedPollutionGovernmentInterventionEnergyCostsTechnological environmentnFast pace of technological changenHigh R&D budgetnConcentration on minor improvements

9、nIncreased regulationTechnological EnvironmentFast Pace of ChangeHigh R&DBudgetsFocus on MinorImprovementsIncreasedRegulationIssues in the Technological EnvironmentPolitical environmentnLegislation regulating businessnprotect organizationnproduct consumersnprotect the interests of societynChanging g

10、overnment agency enforcementnIncreased emphasis on ethics and socially responsible actionsPolitical EnvironmentGreaterConcern forEthicsLegislationEnforcementKeyTrends in thePoliticalEnvironmentCultural environmentnPersistence of cultural valuesnCore culturalnSecondary culturalnSubculturesnShifts in

11、secondary cultural valuesnpeoples view of themselves,others,organizations,society,nature,universe.Cultural EnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOfthe UniverseOfOthersViewsThat ShowValuesMacro-environmentMicro-environmentFirmsinternal environmentThe marketing environmentsNext weeknMark

12、eting research and information systemsnAssignment:nReviewing the lecture 3nText book(chapter3)/P85-117nOrgnizing the discussion of the company case Page122-124ngetting information and writing the outlet on the marketing research and information systemnText book(chapter 4 and appendix 1)谢谢3月-2305:27:5905:2705:273月-233月-2305:2705:2705:27:593月-233月-2305:27:592023/3/185:27:59演讲完毕，谢谢观看！