市场营销week 2.ppt

Chapter 2 Marketing Environment
It is developing……
Early 20th century: sales market
After 30s: government, competitor, trade union
60s: nature, technology, culture
70s: enlarging the concept
Our birthrate is declining
Our reserves of natural resources are shrinking
The rate of economic growth is slowing down
We are developing a different social value
What is marketing environment?
pany’s marketing environment consists of the actors and forces outside marketing that affect marketing managemen’s ability to build and maintain essful relationships with target customers.
两方面构成要素
External macro environment: culture, laws, economic conditions, etc.
Internal micro environment: suppliers, marketing intermediaries, customers, etc.
Marco Environment
社会文化环境 cultural forces
经济环境 economic conditions
政治法律环境 political & legal forces
科学技术环境 technological forces
自然地理环境 natural forces
人口环境 Demographic forces
Demography
It is the statistical study of human population and its distribution characteristics.
It’s especially important to marketing because people are what constitute markets.
中国世代人口的划分
出生年代
收入水平
特点
消费特点
红色的一代
1925—1945年
衣食无忧
追求奉献
基本没有品牌意识
文革一代
1946—1960年
收入水平较低,生活压力大
大部分人未受到良好的教育,下岗者居多
生活消费较节约,子女教育上舍得花钱
文革后一代
1961—1974年
收入水平最高
东西方文明的复杂结合,追求五子登科
最有市场开发潜力的一代
新新人类
1975年—
独生子女,生活条件优越,东西方差距最小
品牌意识强烈,青睐快速消费品
Demographic forces
Population size
Growth trends
Changing age structure
The changing family
Rising number for educated people
Economic Conditions
People alone do not make a market. They must have money to spend and be willing to spend it. Consequently, the condition of the economy is a significant force which affects the marketing system