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1、Analyzing the Marketing Environment,Concepts of marketing environment Micro-marketing environment Macro marketing environmentComprehensive analysis of marketin environmentGroup Members: 孙贝贝、赵汝汝、赵少丽、王敏|、王雪芳、李雨田,Maketing environment: The actors and forces outside markering that affect markering manage
2、ments ability to build and maintain successful relational with customers.The maketing environment is made up of a microenvirment and a macroenvironment.,Microenvironment:Theactors close to the company that affect its ability to serve its -the company,suppliers,markering,intermediaries,customer,marke
3、rs,competitiors,andpublics.,Marketing,The company,Publics,Competitors,Marketing intermediaries,Suppliers,Customers,Macroenvironment:The larger societal forces that affect the micaoenvironment-demographic,econmic,natureal,technological,politlical and foreces.,The Boby Boomers The post-World Wall 2 bo
4、by boom produced 78 million body boomers,born between 1946 and 1964.As they reach their peaek earning and spending years,the boomers constitute a lucrative market for financial services,new housing and home remodeling,travel and enterainment,eating out,health and fitness produces.,Marketers keep clo
5、se track of demographic trends and developments in their markets,both at home and abroad. They track changing age and structures,geographic population shifts,educational charaterisics,and population diversity. Changing Age Structure of Population The U.S population stood at over 302 million in 2007
6、and may reach almost 364 million by the year 2030.Here ,we discuss the three largest grops-the boby boomers,Generation X ,and the Millennials,GenerationX:The baby boom was followed by a “birth dearth“creating another generation of 49 million peopely born between 1965 and 1976.they represent close to
7、 $1.4 trillion in annual purchasing power.with so much potential,many companies are focusing on Gen Xers as an important target segment. Millennials:These children of baby booms number 83 million ,dwarfing the Gen Xers.Each Millennial segment constitutes a huge and attractive maket. However,reaching
8、 these message-saturated segements effective maketing approaches.,Economic environment：Factors that affect consumer purchasing power and expenditure factors。,Economic environment,revenue change,changes in consumer spending patterns,Revenue change:Over the past 30 years, the rich are getting richer a
9、nd the reduced number of middle class, and the poor are still poor.Today, 1% of the United States took control of the family 33.4% of the national net worth, 3.3% increase over 1989.By contrast, households with 30.4% at the bottom, the proportion also declined by 3.5%. Changes in expenditure pattern
10、s:With the increase in household income, gradually declining proportion of food expenditure, and proportion of spending on housing is essentially the same, but most share deposits and other types of expenditure increase,The natural environment,1) Shortage of raw materials increased 2) Increased poll
11、ution 3) Increase in government intervention in the natural resources,Case,Zhang Yinjiu Dragon paper LtdSmall accounting for 20 years ago, todays richest woman.Her Midas touch, turning waste into forests.She uses natural laws to tell people: Green wealth, endless loop. People resume:Born in 1957, in
12、 1985 to the waste paper recovery trade of Hong Kong.In 1990 in the United States in establishing South holdings.1995 cast in Dongguan jianjiulong paper, in March 2006 the company listed in Hong Kong.Wealth 2006 27 billion yuan hurun rich list 1th.,Conclusions,Therefore, enterprises today need to do
13、 much more than producing quality products, they are more and more aware of good links between eco-environment and a healthy economy.They found that environmental protection can also be an excellent task,Technological environment,New technology causes change of enterprises marketing strategy (1) pro
14、duct strategy accelerated the upgrading of products (2) pricing policies Information technology to reduce costs,Technology,Cost,Price,降低,降低,Political,Purpose to protect the collective interests of society and to develop laws and regulations restrict enterprise behaviorFor example：1） More and more la
15、ws 2） Law enforcement departments of government agencies in the ever-changing 3） Greater emphasis on ethics and social responsibility,Culture environment,Able to influence societys basic values, attitudes, preferences and attitudes of practices or other factors 1）Sustainability of cultural values2 ) Secondary changes in cultural valuesPeoples views on their ownPeoples views on othersPeoples views on the OrganizationPeoples views on societyPeoples view of naturePeoples views on the universe,Thank you for watching,
