市场营销学英文版版教学课件第3章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 3 Analyzing the Marketing EnvironmentLearning Objectives(1 of 4)3-1.Describe the environmental forces that affect the companys ability to serve its customers.3-2.Explain how changes in the demographic and economic environments affect marketing dec

2、isions.3-3.Identify the major trends in the firms natural and technological environments.Learning Objectives(2 of 4)3-4.Explain the key changes in the political and cultural environments.3-5.Discuss how companies can react to the marketing environment.First Stop:Kellogg Losing Its Snap,Crackle,and P

3、op?Kelloggs cereal brands have helped define the American breakfast experience.As American lifestyles and breakfast-eating behaviors have changed,Kellogg has lost some of its snap,crackle,and pop.Learning Objective 3-1Describe the environmental forces that affect the companys ability to serve its cu

4、stomers.Marketing Environment Outside forces that affect marketing managements ability to build and maintain successful relationships with target customers Microenvironment:Actors close to the company that affect its ability to serve its customers Macroenvironment:Larger societal forces that affect

5、the microenvironmentFigure 3.1-Actors in the MicroenvironmentThe Company Interrelated groups in a company form the internal environment Departments share the responsibility for understanding customer needs and creating customer value.Suppliers(1 of 2)Provide the resources needed by the company to pr

6、oduce its goods and services Supplier problems seriously affect marketing Supply shortages or delays Labor strikes Price trends of key inputsSuppliers(2 of 2)Honda has developed healthy,long-term supplier relationships.Marketing Intermediaries(1 of 2)Marketing intermediaries help the company to prom

7、ote,sell,and distribute its products to final buyers.ResellersPhysical distribution firmsMarketing services agenciesFinancial intermediariesMarketing Intermediaries(2 of 2)Coca-Cola provides its retail partners with much more than just soft drinks.It also pledges powerful marketing support.Competito

8、rs Marketers must gain strategic advantage by positioning products strongly against competitors.No single strategy is best for all companies.Publics Publics:any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives Financial Media Governmen

9、t Citizen action Local General InternalCustomers Five types of customer markets Consumer markets Business markets Reseller markets Government markets International marketsFigure 3.2-Major Forces in the Companys MacroenvironmentLearning Objective 3-1 Summary Companys microenvironmentCompany,suppliers

10、,marketing intermediariesCompetitors,publics,customers Forces in the companys macroenvironmentDemographicEconomicNaturalTechnologicalPolitical and culturalLearning Objective 3-2 Explain how changes in the demographic and economic environments affect marketing decisions.Demographic Environment(1 of 3

11、)Demography is the study of human populations in terms of size,density,location,age,gender,race,occupation,and other statistics.Marketers analyze:Changing age and family structures Geographic population shifts Educational characteristics Population diversityDemographic Environment(2 of 3)The U.S.pop

12、ulation contains several generational groups:Baby Boomers Generation X Millennials(or Generation Y)Generation ZDemographic Environment(3 of 3)GEs Artistry appliance line is designed to target Millennials.Economic Environment Economic factors affect consumer purchasing power and spending Changes in c

13、onsumer spending Differences in income distributionLearning Objective 3-2 Summary Demographic environmentAge and family structuresGeographic population shiftsEducation characteristicsPopulation diversity Economic environmentChanges in consumer spending and income distributionLearning Objective 3-3 I

14、dentify the major trends in the firms natural and technological environments.Natural Environment Physical environment and natural resources needed as inputs by marketers or affected by marketing activitiesEnvironmental sustainability concerns have grown steadily over the past three decades.Trends:Sh

15、ortages of raw materials Increased pollution Increased government interventionTechnological Environment(1 of 2)New technologies create new markets and opportunities.Radio-frequency identification(RFID)is technology to track products through various points in the distribution channel.Government agenc

16、ies investigate and ban potentially unsafe products.Technological Environment(2 of 2)Disney is taking RFID technology to new levels with its cool new MagicBand RFID wristband.Learning Objective 3-3 Summary Natural environmentShortage of raw materials and high pollution levelsGovernment interventionE

17、nvironmental sustainability Technological environmentRadio-frequency identification(RFID)Government regulationLearning Objective 3-4 Explain the key changes in the political and cultural environments.Political Environment Forces that influence or limit various organizations and individuals in a soci

18、etyLaws,government agencies,and pressure groupsMajor U.S.Legislation Affecting Marketing Legislation regulating business is intended to protect companies from each other consumers from unfair business practices the interests of society against unrestrained business behaviorMajor U.S.Legislation Affe

19、cting Marketing:1990-2010(1 of 2)LegislationPurposeChildrens Television Act(1990)Limits the number of commercials aired during childrens programsNutrition Labeling and Education Act(1990)Requires that food product labels provide detailed nutritional informationTelephone Consumer Protection Act(1991)

20、Establishes procedures to avoid unwanted telephone solicitationsAmericans with Disabilities Act(1991)Makes discrimination against people with disabilities illegalMajor U.S.Legislation Affecting Marketing:1990-2010(2 of 2)LegislationPurposeChildrens Online Privacy Protection Act(2000)Prohibits online

21、 collection of information from children without parental consent Allows parents to review information collected from their childrenDo-Not-Call Implementation Act(2003)Collects fees from telemarketers for the enforcement of a Do-Not-Call RegistryCAN-SPAM Act(2003)Regulates the distribution and conte

22、nt of unsolicited commercial e-mailFinancial Reform Law(2010Created the Bureau of Consumer Financial Protection:Writes and enforces rules for the marketing of financial products to consumersSocially Responsible Behavior Socially responsible companies actively seek out ways to protect the long-run in

23、terests of consumers and the environment.Companies develop policies,guidelines,and other responses to complex social responsibility issues.Cause-Related Marketing(1 of 2)Companies use cause-related marketing to Exercise their social responsibility Build more positive images Primary form of corporate

24、 giving Controversystrategy for selling more rather than a strategy for givingCause-Related Marketing(2 of 2)AT&T joined forces with competitors Verizon,Sprint,and T-Mobile to spearhead the“It Can Wait”campaign.Cultural Environment(1 of 3)Institutions and other forces that affect a societys basic va

25、lues,perceptions,and behaviors Persistence of cultural valuesCore beliefs and values have a high degree of persistence.Secondary beliefs and values are more open to change.Cultural Environment(2 of 3)Shifts in secondary cultural values of peoples views about Themselves Others Organizations Society N

26、ature UniverseCultural Environment(3 of 3)Yogi appeals to tea drinkers with a more spiritual view of themselves,their lives,and their teas.Learning Objective 3-4 Summary Political environmentLaws,government agencies,and pressure groupsLegislation affecting marketingSocially responsible behavior Cult

27、ural environmentCore and secondary beliefsShifts in secondary cultural valuesLearning Objective 3-5 Discuss how companies can react to the marketing environment.Responding to the Marketing Environment Reactive firms passively accept the marketing environment and do not try to change it.Proactive fir

28、ms develop strategies to change the environment.They take aggressive actions to affect the publics and forces in their marketing environment.Learning Objective 3-5 Summary Responding to the marketing environmentReactive firmsProactive firmsLearning Objectives(3 of 4)3-1.Describe the environmental fo

29、rces that affect the companys ability to serve its customers.3-2.Explain how changes in the demographic and economic environments affect marketing decisions.3-3.Identify the major trends in the firms natural and technological environments.Learning Objectives(4 of 4)3-4.Explain the key changes in the political and cultural environments.3-5.Discuss how companies can react to the marketing environment.