Chapter2-marketing-environment

2009-9-8TheMarketingEnvironment23-22009-9-8•ChapterObjectives:•A.Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers.•B.Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.•C.Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.•D.Explainthekeychangesinthepoliticalandculturalenvironments.ChapterTwoTheMarketingEnvironment3-32009-9-8Keyterms•1．Outlet(p.16):aplacefromwhichgoodsaresold商店，销售渠道，销路•2.disposableincome(p.16):Disposableincomeisgrossincomeminusincometaxonthatincome.税后所得，可支配收入•PDI:personaldisposableincome(p.22):theamountofanindividual'stotalincomeleftaftertaxes个人可支配收入3-42009-9-8Keyterms•3.marketresearch(p.16):Marketresearchistheprocessofsystematicallygathering,recordingandanalyzingdataandinformationaboutcustomers,competitorsandthemarket.Itsusesincludetohelpcreateabusinessplan,launchanewproductorservice,finetuneexistingproductsandservices,andexpandintonewmarkets.Marketresearchcanbeusedtodeterminewhichportionofthepopulationwillpurchaseaproduct/service,basedonvariableslikeage,gender,locationandincomelevel.市场调研，市场调查3-52009-9-8Keyterms•4.marketingintelligence(p.16):Marketingintelligenceisthesystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsanddevelopmentsinthemarketingenvironment.营销情报•5.valuedeliverysystem(p.18):WhetheryouareworkinginasalesorganizationorafactoryoranR&Dlab,youarealsoapartofalargersystemofdeliveringvaluetocustomers.Thisend-to-endsystemthatcollaboratestodelivervaluetocustomersiscalledaValueDeliverySystem.•价值交付体系3-62009-9-8Keyterms•6.physicaldistribution(p.18):Handling,movement,andstorageofgoodsfromthepointoforigintothepointofconsumptionoruse,viavariouschannelsofdistribution.Seealsobusinesslogistics.物资分销•7.creditcompany(p.19):afinancecompanythatmakesloanstomanufacturersandwholesalers信贷公司3-72009-9-8Keyterms•8.PESTanalysis(p.21):PESTanalysisstandsforPolitical,Economic,Social,andTechnologicalanalysisanddescribesaframeworkofmacroenvironmentalfactorsusedinenvironmentalscanning.Itisapartoftheexternalanalysiswhendoingmarketresearchandgivesacertainoverviewofthedifferentmacroenvironmentalfactorsthatthecompanyhastotakeintoconsideration.Itisausefulstrategictoolforunderstandingmarketgrowthordecline,businessposition,potentialanddirectionforoperations.PEST分析,宏观环境的分析3-82009-9-8KeyTerms•9.GDP/GNP(p.21):国内生产总值/国民生产总值•Grossdomesticproduct:Thegrossdomesticproduct(GDP)isoneofthemeasuresofnationalincomeandoutputforagivencountry'seconomy.GDPisdefinedasthetotalmarketvalueofallfinalgoodsandservicesproducedwithinthecountryinagivenperiodoftime(usuallyacalendaryear).3-92009-9-8KeyTerms•GDPisconcernedwiththeregioninwhichincomeisgenerated.Itisthemarketvalueofalltheoutputproducedinanationinoneyear.GDPfocusesonwheretheoutputisproducedratherthanwhoproducedit.GDPmeasuresall,disregardingthefirms'nationality.•Incontrast,GNPisameasureofthevalueoftheoutputproducedbythenationalsofaregion.GNPfocusesonwhoownstheproduction.Forexample,intheUnitedStates,GNPmeasuresthevalueofoutputproducedbyAmericanfirms,regardlessofwherethefirmsarelocated.3-102009-9-8KeyTerms•10.technologytransfer(p.22):Technologytransferistheprocessofsharingofskills,knowledge,technologies,methodsofmanufacturing,samplesofmanufacturingandfacilitiesamongindustries,universities,governmentsandotherinstitutionstoensurethatscientificandtechnologicaldevelopmentsareaccessibletoawiderrangeofuserswhocanthenfurtherdevelopandexploitthetechnologyintonewproducts,processes,applications,materialsorservices.技术转移3-112009-9-8KeyTerms•11.businesscycles(p.23):Thebusinesscycleoreconomiccyclereferstothefluctuationsofeconomicactivityaboutitslongtermgrowthtrend.Thecycleinvolvesshiftsovertimebetweenperiodsofrelativelyrapidgrowthofoutput(recoveryandprosperity),andperiodsofrelativestagnationordecline(contractionorrecession).Thesefluctuationsareoftenmeasuredusingtherealgrossdomesticproduct.Despitebeingnamedcycles,thesefluctuationsineconomicgrowthanddeclinedonotfollowapurelymechanicalorpredictableperiodicpattern.经济周期，也称商业周期、商业循环、景气循环3-122009-9-8KeyTerms•12.culturalvalues(p.25):Groups,societies,orcultureshavevaluesthatarelargelysharedbytheirmembers.Thevaluesidentifythoseobjects,conditionsorcharacteristicsthatmembersofthesocietyconsiderimportant;thatis,valuable.文化价值观•13.subculture(p.25):Insociology,anthropologyandculturalstudies,asubcultureisagroupofpeoplewithaculture(whetherdistinctorhidden)whichdifferentiatesthemfromthelargerculturetowhichtheybelong.亚文化,又称集体文化或副文化3-132009-9-8KeyTerms•14.technologylifecycle(p.26):isconcernedwiththetimeandcostofdevelopingthetechnology,thetimelineofrecoveringcostandmodesofmakingthetechnologyyieldaprofitproportionatetothecostsandrisksinvolved.技术生命周期3-142009-9-8Name/Organization/Brand/Company•1.NorthAmericanFreeTradeAgreement(NAFTA)(p.23):TheNorthAmericanFreeTradeAgreementisatrilateraltradeblocinNorthAmericacreatedbythegovernmentsoftheUnitedStates,Canada,andMexico.TheagreementscameintoeffectonJanuary1,1994.北美自由貿易協定•3-152009-9-8Name/Organization/Brand/Company•2.EuropeanUnion