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

ExternalEnvironmentAnalysisMainAreasofFocus•Demographic•Economic•Social-Cultural•Political-Legal•Technological•CompetitiveExternalEnvironmentandtheMarketingMix•Competitive•Technological•Economic•Political-Legal•Demographic•Social-CulturalPriceProductPlacePromotionTargetMarketExternalEnvironment:Demographic•PopulationGrowthRate•PopulationAgeMix•PopulationDispersion•Ethnicity•EducationExternalEnvironment:Economic•Income•BusinessCycles•Inflation•Unemployment•IncomeDistributionExternalEnvironment:EconomicIncome:ImportantTermstoRemember1.DisposableIncome:whatconsumershaveleftaftertaxesarepaid.2.DiscretionaryIncome:whatconsumershaveleftaftertaxesandnecessitiesarepaidfor3.Engel’sLaw:theincomeprofileofaneconomymovesfromdisposabletodiscretionaryasaneconomydevelopsExternalEnvironment:Social-Cultural•Socialclasses•Culture•ValuesExternalEnvironment:Social-CulturalValuesguidebehaviorandcandefineneeds.Valuesaredefinedaswidelyheldbeliefsthatsomeactivities,relationships,feelings,orgoalsareimportanttoacommunity’swell-being.Valuesareimportanttomarketers,because:1)Theyguideculturallyappropriatebehavior,2)Theyaredifficulttochange,3)Theyarewidelyaccepted,and4)Theyinclinepeopletorespondtospecificstimuliinstandardways.ExternalEnvironment:Social-CulturalValuesCategoriesthatareusefultomarketers:•Coreandsecondaryvalues:Corevaluesarehighlypersistent;secondaryvaluesaremuchmorelikelytochange.•Subcultureandculturalvalues:Subcultureareseparatesegmentsofacultureorganizedaroundfactorsasrace,nationality,religion,orgeographiclocation.•Instrumentalandterminalvalues:Instrumentalvaluesfocusonmodesofconduct(i.e.ambition);terminalvaluesdealwithend-statesofexistence(i.e.prosperity).•Materialandnon-materialvalues:Materialvaluespertaintothings(thatpeoplecanbuyandwheretobuythemi.e.);whilenonmaterialvaluesdealwithideas,customs,andbeliefs(i.e.religionandpoliticalorientation).ExternalEnvironment:Political-LegalImportantAreasofFocus•Generalmonetaryandfiscalpolicies•Broadsociallegislationandaccompanyingregulatoryagencypolicies•Governmentrelationswithindividualindustries•LegislationrelatedtomarketingFortunately,thepolitical-legalenvironmenttendstochangeslowly.ExternalEnvironment:TechnologicalQuestionstoConsider:•Couldtechnologycreatenewgoodsandservicestosell?•Couldtechnologyimproveexistingproductsand/orservices?•Couldtechnologyreducepricesthroughcost-efficientmanufacturinganddistributionprocesses?ExternalEnvironment:CompetitiveTypesofcompetitiontoconsider:•Brand:competitionfromothercompaniesthatoffersimilarproductsorservices•Form:competitionfromotherformsofyourproductorservice(internal)•Generic:competitionfromcompaniesthatofferdifferentproductsorservices,butcouldperformessentiallythesamefunction•Desire:competitionwithallotherdesiresthatcustomersmightsatisfybeforepurchasingyourproductorserviceExternalEnvironment:CompetitiveCompetitiveClimates:Monopoly,Importantdimensions•Uniquenessofeachfirm’sproduct:unique•Numberofcompetitors:none•Sizeofcompetitors(relativetomarket):none•Elasticityofdemandfacingfirm:either•Elasticityofindustrydemand:either•Controlofpricebyfirm:completeExternalEnvironment:CompetitiveCompetitiveClimates:Oligopoly,Importantdimensions•Uniquenessofeachfirm’sproduct:none•Numberofcompetitors:few•Sizeofcompetitors(relativetomarket):large•Elasticityofdemandfacingfirm:kinked•Elasticityofindustrydemand:inelastic•Controlofpricebyfirm:some(ifcareful)ExternalEnvironment:CompetitiveCompetitiveClimates:PureCompetition,Importantdimensions•Uniquenessofeachfirm’sproduct:none•Numberofcompetitors:many•Sizeofcompetitors(relativetomarket):small•Elasticityofdemandfacingfirm:completelyelastic•Elasticityofindustrydemand:either•Controlofpricebyfirm:noneExternalEnvironment:CompetitiveCompetitiveClimates:MonopolisticCompetition,Importantdimensions•Uniquenessofeachfirm’sproduct:some•Numberofcompetitors:fewtomany•Sizeofcompetitors(relativetomarket):largetosmall•Elasticityofdemandfacingfirm:either•Elasticityofindustrydemand:either•Controlofpricebyfirm:some