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Chapter 3 Analyzing the Marketing Environment 营销环境分析
Analyzing the Marketing Environment
Topic Outline
• • • • • • • • • The Company’s Microenvironment The Company’s Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Political and Social Environment The Cultural Environment Responding to the Marketing Environment
营销中介类型
lers
转售商
Physical distribution firms
实体分销机构
Marketing services agencies
营销服务机构
Financial intermediaries
金融中介
The Company’s Microenvironment
Competitors
公众
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
– Financial publics(金融公众): which affect the company’s ability to obtain funds, such as banks, investment companies and stockholders. – Media publics(媒体公众): which carry news, features and editorial opinion for or against the company – Government publics(政府公众) – Citizen-action publics(民间团体公众): interest groups – Local publics(社区公众) – General publics(一般公众) (perceived image) – Internal publics(内部公众): the company’s employees and managers
