《市场营销英语》课件—Marketing Environment
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市场营销英文课件(PPT)
Even small changes in an existing product can make it new.
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
第五页，共三十八页。
2.1 Consumer Products
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
第五页，共三十八页。
2.1 Consumer Products
第三章营销环境分析(PPT)
国内政治环境：政治体制与政治局势 宏观 政策与地方政治
国际政治环境：国际政治形势 重大国际事 件和冲突 本国(běn ɡuó)的国际地位
第三十四页，共六十五页。
政府 的作用 (zhèngfǔ)
政府对市场与企业的干预：如反托拉斯、 最低工资限度、劳动保护、社会福利、进 出口限制等等。在中国，如价格控制、差 异税率、人口迁移管制等。
美美容师 社会公众关系 社会一般公众
社会公共团体
第十九页，共六十五页。
宏观市场 环境分析 (shìchǎng)
第二十页，共六十五页。
宏观市场营销环境——指给企业造成市场时机和 环境威胁(wēixié)的主要社会力量。
人口环境
经济环境
自然环境
政策法律
(fǎlǜ)
社会文化环境
技术环境
是指在营销过程的各个环节协助企业对 产品进行促销、运输、分销、出售的的 有关机构和个人(gèrén)
经销商
货物运输公司
营销效劳机构 金融机构
第十四页，共六十五页。
竞争者
竞争对手(competitors)是指提供相同或类似的产品 和效劳，直接或间接地与公司争夺(zhēngduó)顾客的 机构和个人。
他们的战略是什么？
他们的目标是什么？
他们的优势与劣势是什么？ 他们的反响(fǎnxiǎng)模式是什么？
第十七页，共六十五页。
顾客(gù kè )
顾客〔customers)是购置企 业的产品和效劳(xiào láo)的机构 与个人，主要分为以下几大类 ： •消费者市场(shìchǎng)
•生产者市场
消费者收入 支出模式：恩格尔系数 储蓄及信贷
第二十六页，共六十五页。
消费者收入水平 的变化 (shuǐpíng)
国际政治环境：国际政治形势 重大国际事 件和冲突 本国(běn ɡuó)的国际地位
第三十四页，共六十五页。
政府 的作用 (zhèngfǔ)
政府对市场与企业的干预：如反托拉斯、 最低工资限度、劳动保护、社会福利、进 出口限制等等。在中国，如价格控制、差 异税率、人口迁移管制等。
美美容师 社会公众关系 社会一般公众
社会公共团体
第十九页，共六十五页。
宏观市场 环境分析 (shìchǎng)
第二十页，共六十五页。
宏观市场营销环境——指给企业造成市场时机和 环境威胁(wēixié)的主要社会力量。
人口环境
经济环境
自然环境
政策法律
(fǎlǜ)
社会文化环境
技术环境
是指在营销过程的各个环节协助企业对 产品进行促销、运输、分销、出售的的 有关机构和个人(gèrén)
经销商
货物运输公司
营销效劳机构 金融机构
第十四页，共六十五页。
竞争者
竞争对手(competitors)是指提供相同或类似的产品 和效劳，直接或间接地与公司争夺(zhēngduó)顾客的 机构和个人。
他们的战略是什么？
他们的目标是什么？
他们的优势与劣势是什么？ 他们的反响(fǎnxiǎng)模式是什么？
第十七页，共六十五页。
顾客(gù kè )
顾客〔customers)是购置企 业的产品和效劳(xiào láo)的机构 与个人，主要分为以下几大类 ： •消费者市场(shìchǎng)
•生产者市场
消费者收入 支出模式：恩格尔系数 储蓄及信贷
第二十六页，共六十五页。
消费者收入水平 的变化 (shuǐpíng)
第2章 MARKETING ENVIRONMENT市场营销环境分析课件
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Recession Marketing
5
Strategies
Improve existing products
Introduce new products
Maintain customer services
Emphasize top-of -the line products
1.objectiveness and uncontrollable 2.dynamic 3.difference 4.relevance 5.can be affected
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古训
“知己知彼，百战不殆”——孙武
管窥大事与大势（宏观） 洞悉关键的细节（微观） 把握购买特点（顾客）
人口数量population quantity 人口出生率下降
人口结构
人口老龄化
家庭结构
家庭规模越来越小：离婚率高、 非家庭住户 妇女就业机会越来越大
人口分布demographic distribution
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5
Economic Factors
Economic Areas of Concern to Marketers
Chapter Two The Analysis of Marketing Environments
Summary of Marketing Environments
Micro-Environments
Macro-Environments
Environment analysis and Enterprise’s response
Consumers reaction:
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销环境分析(英文版)_Analyzing_the_Marketing_Environment
知识回顾 Knowledge Review
• 2.Part 2: Identifying the Allure of Social Networking: Traits, Behaviors and Motivators
• 3.Part 3: Social Networking Personas: A Look at Consumer and Shopper MindSets
Analyzing the Marketing Environment
Made by Group two
Contents
Microenvironment Macroenvironment
What is Marketing Environment?
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Political
Walmart identified five everyday products to serve as nationwide trend indicators for the launch of the Live Better Index.
Nature
• In October 2005, Walmart announced it would implement several environmental measures to increase energy efficiency.
Technological
~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普科特勒kotler04_exs
• Demand quickly outstripped supply
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment
• The new VW beetle enjoyed crossgenerational appeal
• Earned many awards
• Beetle now accounts for over 25% of company sales
The Macroenvironment
• Key Technological Trends
§The technological environment is characterized by rapid change.
§New technologies create new opportunities and markets but make old technologies obsolete.
• Born between 1965 and 1976
• First latchkey children
• Maintain a cautious economic outlook
• Share new cultural concerns
• Represent $125 billion in annual purchasing power
• Challenging target for marketers
The Macroenvironment
• Key Demographic Trends
§Changing American household §Geographic population shifts §Better-educated, more white-collar
• The Natural Environment
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销英文课件
5. Natural Environment
5.1 Natural Resources 5.2 Climate, Topography and Access to Markets---Look at Mini-Case 3.3. 5.3 Hydrology
6. Demographic Environment
2.1 Home Country Environment (1) Promotional Activities Sponsored by Governmental Organizations (2) Information Service (3) Export-facilitating Activities
Look at Mini-Case 3.6
Religion
Christianity Islam Buddhism Impact of Religions on International Business
Religious holidays Consumption pattern
7.3 Cultural Influence on Business Customs
6.1 Population Size and Growth 6.2 Urbanization 6.3 Age
7. Cultural Environment
Cultural
difference is one of the major differences between domestic marketing and international marketing. In international markets, culture is pervasive in all marketing activities—pricing, promotion, distribution, products design and manufacturing. also has a general influence on the communication between the multinational companies and local government, local suppliers, channel members, etc.
市场营销The marketing environment
市场营销学（Marketing）第三章市场营销环境MARKETING1. 市场营销环境的概念任何企业都如同生物有机体一样，总是生存于一定的环境之中，企业的营销活动不可能脱离周围环境而孤立地进行。
企业市场营销环境是指直接或间接影响企业营销活动及其目标实现的各种因素的总和。
Microenvironment :是指与企业紧密相联，直接影响其营销能力的各种参与者，这些参与者包括企业的供应商、营销中间商、顾客、竞争者以及社会公众和影响营销决策的企业内部各个部门。
Macroenvironment :是指影响企业微观环境的巨大社会力量，包括人口、经济、政治、法律、科学技术、社会文化及自然地理等多方面的因素Why to analyze the environment寻求市场机会避免环境威胁善于抓住机会，克服威胁，在动态的环境中趋利避害。
MARKETING2. The Microenvironment竞争者(competitors)供应商(supplies)企业(Enterprise)营销中介机构(Intermeditaries)顾客(customers)公众(publics)企业微观环境的主要行动者企业微观环境的构成The Analysis of Microenvironment企业内部环境Suppliers供应商是指向企业及其竞争者提供生产产品和服务所需资源的企业或个人。
供应商对企业营销活动的影响主要表现在：➢供货的稳定性与及时性。
➢供货的价格变动及供应量的多少。
➢供货的质量水平。
How to choose the supplies?第一，企业必须充分考虑供应商的资信状况。
第二，企业必须使自己的供应商多样化。
第三，与供应商之间建立良好的关系。
营销中介机构是协助公司推广、销售和分配产品给最终买主的那些企业。
它们包括：✓中间商✓实体分配公司（物流公司）✓营销服务机构✓金融机构…………Intermediaries营销中介组织为什么会使用中间商？1、Resellers中间商是协助公司寻找顾客或直接与顾客进行交易的商业企业。
市场营销英语课件
—— Official definition of marketing by American Marketing Association
营销是指一个计划和实施的全过程，能够将一定的想法、物品和服务形成产品概念、制定 价格并且将其分销出去，从而达成满足个人和组织要求的交换。
——美国营销协会关于营销的正式定义
Unit 4
Consumer Markets and Consumer Behavior
Unit 5
Organizational Markets and Buying Behavior
CONTENTS
06 07 08 09 10
Unit 6
Marketing Research and Information System
CONTENTS
11 12 13 14 15 16
Unit 11
Pricing
Unit 12
Marketing Channels and Physical Distribution
Unit 13
Marketing Communication Strategy and Integrated Marketing Communication
市场营销英语
（修订第二版）
CONTENTS
01 02 03 04 05
Unit 1
Introduction to Marketing
Unit 2
Strategic Planning and Marketing Management Process
Unit 3
Analysis of Marketing Environment
营销人员的战略工具箱被称作营销组合，其中包含的因素可以被人为操作和组合运用，从 而在市场上获得所期望的反应。这些因素包括产品本身、产品的价格、可获得该产品的地 点以及使之为消费者所知的促销手段。
营销是指一个计划和实施的全过程，能够将一定的想法、物品和服务形成产品概念、制定 价格并且将其分销出去，从而达成满足个人和组织要求的交换。
——美国营销协会关于营销的正式定义
Unit 4
Consumer Markets and Consumer Behavior
Unit 5
Organizational Markets and Buying Behavior
CONTENTS
06 07 08 09 10
Unit 6
Marketing Research and Information System
CONTENTS
11 12 13 14 15 16
Unit 11
Pricing
Unit 12
Marketing Channels and Physical Distribution
Unit 13
Marketing Communication Strategy and Integrated Marketing Communication
市场营销英语
（修订第二版）
CONTENTS
01 02 03 04 05
Unit 1
Introduction to Marketing
Unit 2
Strategic Planning and Marketing Management Process
Unit 3
Analysis of Marketing Environment
营销人员的战略工具箱被称作营销组合，其中包含的因素可以被人为操作和组合运用，从 而在市场上获得所期望的反应。这些因素包括产品本身、产品的价格、可获得该产品的地 点以及使之为消费者所知的促销手段。
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2
The Company’s Microenvironment
（See P19）
Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans.
Marketing managers must also work closely with other departments in the organization. The finance department is concerned with finding and using funds to carry out the marketing plan.
marketing management does not accomplish this
task alone. Its success will depend on other actors
in the organization’s micro-environment—other
departments, suppliers, marketing intermediaries,
Includes:
• Microenvironment - forces close to the company that affect its ability to serve its customers.
• Macroenvironment - larger societal forces that affect the microenvironment.
Unit 2. Marketing Environment
Marketing Environment
Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
customers, competitors and various publics.
4
The Company’s Microenvironment
Customers - five types of markets that purchase a company’s goods and services.
Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage.
Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.
5
The Company’s Microenvironment
In designing marketing plans, marketing management takes other organization groups into account—groups such as top management, finance, research and development (R&D), purchasing, manufacturing and accounting. One feature of a market-oriented organization is that information is shared among these interrelated groups which together form the internal environment.
3
The Company’s Microenvironment
(See P19ironment- functional areas inside a company that have an impact on the marketing department’s plans.
Senior management sets the organization’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented.
Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”.
Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers.
Company’s Micro-environment
Marketing management has the task of attracting
and building relationships with customers by
creating customer value and satisfaction. However,
The Company’s Microenvironment
（See P19）
Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans.
Marketing managers must also work closely with other departments in the organization. The finance department is concerned with finding and using funds to carry out the marketing plan.
marketing management does not accomplish this
task alone. Its success will depend on other actors
in the organization’s micro-environment—other
departments, suppliers, marketing intermediaries,
Includes:
• Microenvironment - forces close to the company that affect its ability to serve its customers.
• Macroenvironment - larger societal forces that affect the microenvironment.
Unit 2. Marketing Environment
Marketing Environment
Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
customers, competitors and various publics.
4
The Company’s Microenvironment
Customers - five types of markets that purchase a company’s goods and services.
Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage.
Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.
5
The Company’s Microenvironment
In designing marketing plans, marketing management takes other organization groups into account—groups such as top management, finance, research and development (R&D), purchasing, manufacturing and accounting. One feature of a market-oriented organization is that information is shared among these interrelated groups which together form the internal environment.
3
The Company’s Microenvironment
(See P19ironment- functional areas inside a company that have an impact on the marketing department’s plans.
Senior management sets the organization’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented.
Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”.
Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers.
Company’s Micro-environment
Marketing management has the task of attracting
and building relationships with customers by
creating customer value and satisfaction. However,