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06一月2024市場營銷2LectureThreeThemarketingEnvironmentAtaglanceDescribetheenvironmentalforcesthataffecttheeconomy’sabilitytoserveitscustomersExplainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisionsIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironmentsExplainthekeychangesinthepoliticalandculturalenvironmentsDiscusshowcompaniescanreacttothemarketingenvironmentsTheCompany’sMicro-environment

Direct(Micro-)Environments:internalstructuresupplierscompetitorsmarketingintermediariescustomersandgeneralpublicsTheMicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironmentSuppliersIntermediariesFirmpublicsCompetitorsCustomersTheCompany’smicro-environmentInternalEnvironmentTopManagementManufacturingFinanceR&DAccountingPurchasingMarketingCustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypesofPublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneralTheCompany’sMacro-environment

Indirect(Macro-)Environments:DemographicenvironmentEconomicenvironmentNaturalenvironmentTechnologicalenvironmentPoliticalenvironmentCulturalenvironmentTheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenvironmentDemographicenvironmentChangingagestructureofthepopulationThechangingfamilyGeographicshiftsinpopulationbetter-educatedandmorewhite-collarpopulationIncreasingethicdiversityDemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresKeyDemographicTrendsEconomicenvironmentChangesinincomeincomedistributionupper-classmiddle-classunder-classChangingconsumerspendingpatternsEngel’slawsEconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConcernsforMarketersNaturalenvironmentShortagesofrawmaterialsIncreasedcostofenergyIncreasedpollutionGovernmentinterventioninnaturalresourcemanagementNaturalEnvironmentKeyAreasofConcernintheNaturalEnvironmentShortageofRawMaterialsIncreasedPollutionGovernmentInterventionEnergyCostsTechnologicalenvironmentFastpaceoftechnologicalchangeHighR&DbudgetConcentrationonminorimprovementsIncreasedregulationTechnologicalEnvironmentFastPaceofChangeHighR&DBudgetsFocusonMinorImprovementsIncreasedRegulationIssuesintheTechnologicalEnvironmentPoliticalenvironmentLegislationregulatingbusinessprotectorganizationproductconsumersprotecttheinterestsofsocietyChanginggovernmentagencyenforcementIncreasedemphasisonethicsandsociallyresponsibleactionsPoliticalEnvironmentGreaterConcernforEthicsLegislationEnforcementKeyTrendsinthePoliticalEnvironmentCulturalenvironmentPersistenceofculturalvaluesCoreculturalSecondaryculturalSubculturesShiftsinsecondaryculturalvaluespeople’sviewofthemselves,others,organizations,society,nature,universe.CulturalEnvironmentOfOrganizationsOf

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