营销环境

TheMarketingEnvironment营销环境4-1Objectives目标•Knowtheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.•Realizehowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.•描述影响公司顾客服务能力的环境因素•解释人口统计环境和经济环境的变化如何影响营销决策4-2Objectives目标•Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.•Knowthekeychangesinthepoliticalandculturalenvironments.•Understandhowcompaniescanreacttothemarketingenvironment.•确定公司自然环境的技术环境的主要变化趋势•解释政治和文化环境中的关键变化因素•讨论公司应该如何应对营销环境的变化4-3CaseStudy案例研究•“Millennialfever”setthestagetobringbacktheBeetle•VW’sinvestment:$560million•Demandquicklyoutstrippedsupply•ThenewVWbeetleenjoyedcross-generationalappeal•Earnedmanyawards•Beetlenowaccountsforover25%ofcompanysalesVolkswagenDiscussion:Willtheflower-powerMicrobussucceednext?4-4KeyEnvironments主要环境•MarketingEnvironmentTheactorsandforcesthataffectafirm’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.Aspectsofthemarketingenvironment:MicroenvironmentMacroenvironment•营销环境在营销活动之外，能够影响营销部门建立并保持与目标顾客良好关系的能力的各种因素和力量。营销环境的方面：微观环境宏观环境4-5ActorsAffectingaFirm’sAbilitytoServeCustomers微观环境中影响公司服务能力的要素•Company•Suppliers•CustomerMarkets•Competitors•Publics•MarketingIntermediaries•公司本身•供应商•消费者市场•竞争对手•公众•营销中间商4-6TheMicroenvironment微观环境•Departmentswithinthecompanyimpactmarketingplanning.•Suppliershelpcreateanddelivercustomervalue.Treatsuppliersaspartners.•Marketingintermediarieshelpsell,promote,anddistributegoods.Intermediariestakemanyforms.•公司部门会影响营销计划•供应商可以帮助创造和传递消费者价值把供应商当作合作者•营销中间商帮助销售、促销和分销商品中间商有很多形式4-7TheMacroenvironment宏观环境•Customermarketsmustbestudied.Consumer,business,government,resellerandinternationalmarketsexist.•Successfulcompaniesprovidebettercustomervaluethanthecompetition.Sizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.•Variouspublicsmustalsobeconsidered.•必须研究消费者市场存在着顾客、公司、政府、零售商和国际市场•成功的公司比竞争对手提供更多的顾客价值规模和行业位置可以帮助决定适当的竞争策略•必须考虑各种公众4-8TypesofPublics公众类型•Financial•Media•Government•Local•General•Internal•CitizenAction•金融公众•媒介公众•政府公众•地方公众•一般公众•内部公众•民间公众•4-9MacroenvironmentalForces宏观环境因素•Demographic•Economic•Natural•Technological•Political•Cultural•人口统计环境•经济环境•自然环境•技术环境•政治环境•文化环境4-10TheMacroenvironment宏观环境•KeyDemographicTrendsWorldpopulationgrowthChangingagestructureTheU.S.populationconsistsofsevengenerationalgroups.–Babyboomers,GenerationX,andGenerationYarekeygroups.Distinctsegmentstypicallyexistwithinthesegenerationalgroups.•主要人口趋势全球人口增长年龄结构变化美国人口包括七个主要群体–生育高峰、X代、Y代是主要群体。在这几代群体中存在典型的差别营销4-11BabyBoomers生育高峰•在1946和1964年间出生•占人口的28%，收入占全部个人收入的一半•存在许多微型细分市场•成熟时达到收入高峰•有利于旅行、娱乐、住房及更多市场•Bornbetween1946and1964•Represent28%ofthepopulation;earn50%ofpersonalincome•Manymini-segmentsexistwithintheboomergroup•Enteringpeakearningyearsastheymature•Lucrativemarketfortravel,entertainment,housing,andmore4-12GenerationX/X代•出生于1965到1976年•第一代掌握门锁钥匙的孩子•具有新的文化思想•有每年1250亿美元的购买力•到2010年会成为大多数商品的主要购买者•Bornbetween1965and1976•Firstlatchkeychildren•Maintainacautiouseconomicoutlook•Sharenewculturalconcerns•Represent$125billioninannualpurchasingpower•Willbeprimarybuyersofmostgoodsby20104-13GenerationY/Y代•出生于1977至1994年•达7200万人，几乎和生育高峰一代相同•关注新产、新服务和新媒体•熟悉计算机、数字技术和网络技术•对营销者来讲是具有挑战性的目标市场•Bornbetween1977and1994•72millionstrong;almostaslargeagroupastheirbabyboomerparents•Newproducts,services,andmediacatertoGenY•Computer,Internetanddigitallysaavy•Challengingtargetformarketers4-14TheMacroenvironment宏观环境•KeyDemographicTrendsChangingAmericanhouseholdGeographicpopulationshiftsBetter-educated,morewhite-collarworkforceIncreasingDiversity•主要人口趋势家庭的变化人口的地理变化更好的教育及更多的白领人口多样化趋势增加4-15TheMacroenvironment宏观环境•TheEconomicEnvironmentAffectsconsumerpurchasingpowerandspendingpatterns.Twotypesofnationaleconomies:subsistencevs.industrial.U.S.consumersnowspendcarefullyanddesiregreatervalue.•经济环境影响消费者的购买力和消费形式两种形式的国家经济：自给自足经济和工业化经济美国消费者目前花钱更小心，追求更高价值4-16•KeyEconomicTrendsU.S.incomedistributionisskewed.Upperclass,middleclass,workingclassandtheunderclass.Richaregettingricher,themiddleclassisshrinking,andtheunderclassremainspoor.Consumerspendingpatternsarechanging.•主要经济趋势美国的收分布发生倾斜上升阶级、中产阶级、工作阶级和下等阶级富得更富、中产阶级在缩小、下等阶级变得更穷消费者的消费模式正在改变TheMacroenvironment宏观环境4-17TheMacroenvironment宏观环境•TheNaturalEnvironmentConcernforthenaturalenvironmenthasgrownsteadily,increasingtheimportanceofthesetrends:ShortageofrawmaterialsIncreasedpollutionIncreasedgovernmentalintervention•自然环境对自然环境的关注在稳步增长，以下趋势正在增长：原材料短缺污染增加政府干预增加4-18TheMacroenvironment宏观环境•KeyTechnologicalTrendsThetechnologicalenvironmentischaracterizedbyrapidchange.Newtechnologiescreatenewopportunitiesandmarketsbutmakeoldtechnologiesobsolete.TheU.S.leadstheworldinresearchanddevelopmentspending.•主要技术趋势技术环境变化很快新技术带来更多的机会市场，但会荒废老技术美国的研发费用世界领先4-19TheMacroenvironment宏观环境•ThePoliticalEnvironmentIncludeslaws,governmentalagencies,andpressuregroupsthatimpactorganizationsandindividuals.Keytrendsinclude:Increasedlegislationtoprotectbusinessesaswellasconsumers.Changesingovernmentalagencyenforcement.Increasedemphasisonethicalbehaviorandsocialresponsi