国际市场营销微观环境(中英文)

市场营销的微观环境企业竞争者供应商营销中介顾客微观环境图市场营销的微观环境结构1.company公司内部环境ConsistentwiththeplansmadebytopmanagementInternalmanagementWorkcloselywithotherdepartmentmanagementdepartmentsFinancePurchasingManufacturingResearch&development4Pmarketingmix产品策略价格策略促销策略分销策略2.SuppliersL‘OrealGroup欧莱雅集团是《财富》世界500强之一，世界著名化妆品生产厂家，创建于1907年。历经近一个世纪的努力，欧莱雅已从一个小型家庭企业跃居世界化妆品行业的领头羊。欧莱雅集团的事业遍及150多个国家和地区，在全球拥有283家分公司及100多个代理商，欧莱雅集团在全球还拥有50,491名员工、42家工厂和500多个优质品牌。作为全球最大的化妆品集团，欧莱雅在近一个世纪的历程里，不遗余力地为满足世界各国人民对美的追求而奋斗；同样肩负着这一崇高使命，欧莱雅于1997年正式来到中国。目前其各类化妆品行销全世界，广受欢迎。除化妆品外，该集团还经营高档消费品，并从事制药和皮肤病研究。产品有化妆品，染发用品，护肤品，防晒用品，彩妆，淡香水，香水和高档消费品。现在欧莱雅集团最大的两大股东是欧莱雅品牌创始人的独生女贝当古夫人和雀巢集团。Suppliersarefirmsandindividualsthatprovidetheresourcesneededbythecompanyanditscompetitorstoproducegoodsandservices.Theyareanimportantlinkinthecompany’soverallcustomer“valuedeliverysystem.”12Oneconsiderationistowatchsupplyavailability(suchassupplyshortages).Anotherpointofconcernisthemonitoringofpricetrendsofkeyinputs.RisingsupplycostsmustbecarefullymonitoredSupplierproblems,suchasdelivery,priceandqualityetc.,canseriouslyaffectmarketing.3.MarketingIntermediaries★Marketingintermediariesarefirms,whichcanhelpthecompanytopromote,sellanddistributeitsgoodstofinalbuyers.Andthefollowingcomponentsareplayingacriticalroleinthemarketingintermediaries.PhysicaldistributionfilmsMarketingServicesagenciesFinancialintermediariesResellersMarketingIntermediariesMarketingIntermediaries◆Resellers:helpthecompanyfindcustomersormakesalestothem.Suchas:wholesalersandretailers.◆Physicaldistributionfilms:helpthecompanytostockandmovegoodsfromoriginareastodestination.◆Marketingservicesagencies:helpthecompanytargetandpromoteitsproductstotherightmarket.Suchasthemarketingresearchfirms,advertisingagencies,mediafirmsandmarketingconsultancies.◆Financialintermediaries:helpfinancetransactionsorinsureagainsttherisksrelatedtothebuyingandsellingofgoods.Includingbanks,creditcompanies,insurancecompaniesandotherbusinesses.4.CustomersCustomerisking.Sothecompanymuststudyitiscustomermarketclosely.Therearesixtypesofcustomermarkets.ConsumermarketBusinessmarketsResellermarketsInstitutionalmarketsGovernmentmarketsInternationalmarkets……………………Ifyouwanttooccupyastrongpositioninthemarket,thengrabbedthefirstfromthecustomer5.CompetitorsTobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.So,theymustgainstrategicadvantagebypositioningtheirofferingstronglyagainstcompetitors’offeringsinthemindsofconsumers.竞争者愿望竞争者Desiredcompetitors一般竞争者GeneralcompetitorsAB产品形式竞争者ProductsformcompetitorsC我想吃什么？比萨饼冷饮糖果……我想吃哪种糖果？水果糖巧克力奶糖……我想满足什么？运动看电影吃东西……我想吃哪种奶糖？金丝猴大白兔喔喔……D品牌竞争者BrandcompetitorsCocaColavs.PepsiP&Gvs.Unilever6.publicsAnygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.Financialpublicswhichaffectthecompany’sabilitytoobtainfunds.Mediapublicswhichcarrynews,featuresandeditorialopinionfororagainstthecompany.GovernmentpublicsCitizen-actionpublics:interestgroupsLocalpublicsGeneralpublics(perceivedimage)Internalpublics:thecompany’semployeesandmanagerspublics