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1、 喜UnderstandyourcustomerAnalyzetheenvironmentinwhichyourcustomercopingwitheverydayAnalyzethecustomerbuyingbehaviorChapter3第三章赉TheMarketingEnvironment营销环境喜LearningObjective学习目标1.Describetheenvironmentalforces环境因素thataffectthecompanysabilitytoserveitscustomers.2.Understandthekeyelementsofmicro-environ
2、ment、includingthecompany,suppliers,customers,marketingintermediaries,competitorsandpublics3.Understandkeymacro-environment余ctorsdemographic(人口统计的),economic,natural,technologlcalPolitical-legal,andsocio-culturaldevelopments。4.DiscusshowcompaniescanreacttotheImarketingenvironment.薯Contenttobecoveredto
3、dayDefinitionofmarketingenvironment。LectureThecompanysMirco-environment。Videoandcasestudy。Smallgroupdiscussion。Lecture喜1MarketingEnvironmentMarketingEnvironment-consistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagementsabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcu
4、stomers:企业外部能够影响企业建立并保持与目标客户良好关系能力的各种因素。Consideredtobebeyondthecontroloftheorganization超出企业的控制范畴Environmentoffersbothopportunitiesandthreats既有威胁也有机会喜1MarketingEnvironmentIncludes:Microenvironment微观营销环境)-forcesclosetothecompanythataffectitsabilitytosServeitscustomers.与公司关系密切且能影响其满足客户能力的因素Macroenviron
5、ment宏观营销环境)-largersocietalforcesthataffectthemicroenvironment,影响微观环境的社会性因素1TheMarketingEnvironment营销环境CompetiorsOtierStkeholders其他相关团林罄_heCompanySMicroenvironment2.1CompanysInternalEnvironment(企业内部要素)-functionalareasinsideacompanythathaveanimpactonthemarketingdepartmentsplans:.2.2Suppliers(供应商)-prov
6、idetheresourcesneededtoproducegoodsandservicesandareanimportantlinkinthe“aluedeliverysystem“2.3MarketingIntermediaries(中介)-helpthecompanytopromote(促销,sellanddistribute(分配itsgoodstofinalbuyers.ie:.reontnued,82.1CompanysInternalEnvironment企业喜匿部要素ER&D厂cas/ng白cP玑-浩咤4,白罄1_heCompanySinternalenvironment_CompanySInternalEnvironment:“Areas/nsigesacompany.“Affectsthemarketingdepartmentsplanningstrategies.“_Alldepartmentsmust“thinkconsumer“andworktogethertoprovidesuperiorcustomervalueandsatisfaction.
