The Marketing Environment
营销环境
营销环境第三章营销环境公司必须随时观察并适应营销环境，以寻机遇，避免威胁。
营销环境由所有影响公司在其目标市场有效运营能力的相关人员和因素组成。
1、描述影响公司服务于顾客的能力的环境因素。
公司的微观环境因素包括那些与公司密切联系的相关因素，它们综合起来形成了公司的价值传递系统，影响公司顾客服务的能力。
微观环境包括公司的内部环境、营销渠道企业、用户市场、竞争对手和各种类型的公众。
宏观环境由更广泛的社会因素构成，这些因素影响着整个微观环境。
构成公司宏观环境的六大因素是：人口统计、经济、自然、技术、政治和文化因素。
这些因素构成了公司面对的机会与威胁。
2、解释人口统计环境和经济环境的变化如何影响营销决策人口统计学研究人口的特征。
如今的人口统计环境显示出不断变化着的年龄结构、家庭结构、人口居住区域，更好的教育及更多的白领人口，还有多样化趋势的增加。
经济环境由那些影响购买力和购买方式的因素组成。
如今经济环境的特点是较低的实际收入和变动的消费方式。
现在的消费者为财务负担所迫，倾向于寻求更大的价值--高质量和适当价格的组合。
收入的分布状况也在发生变化。
富人更加富裕，中等收入的阶层萎缩、穷人更穷了，导致了一个两极分化的市场。
许多公司现在针对两个不同的市场进行营销活动--富裕者市场和中等收入市场。
3、确定公司自然环境和技术环境的主要变化趋势自然环境有三种主要趋势：某些原材料短缺、污染程度加深、政府对于自然资源更加严密的管理。
人们对自然环境的关心为那些明智的公司带来了营销机遇。
营销人员还应当注意技术环境中的四个主要趋势：高速的技术变化、高额的研发预算、公司致力于小幅度的产品改革、政府法规的增加。
无法跟上技术变化的公司将错过新产品和营销机会。
4、解释政治和文化环境中的关键变化政治环境由影响或限制营销活动的法律、机构和团体组成。
政治环境正在经历三种对营销有影响的变化：工商业法规的增加、政府对法规执行的强化、对伦理道德和社会责任的强调。
营销学原理测试3-5章(英文版)
1、A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors and publics.A、macroenvironmentB、microenvironmentC、business environmentD、marketing environment2、_____ include resellers, marketing service agencies and financial firms that help a company to promote and sell its offerings to its final customers.A、Advertising agenciesB、SuppliersC、Intelligence firmsD、Marketing intermediaries3、A company’s _____ public includes its workers, managers, volunteers and board of directors.A、employeeB、citizen-actionC、internalD、human resource4、There are three trends in the natural environment that marketers are monitoring. These are _____, _____ and _____.A、shortages of raw materials; increased legislation; increased consumerismB、the green movement; shortages of raw materials; increased pollutionC、increased pollution; increased government intervention; shortages of raw materialsD、increased consumerism; increased population; increased ethical expectations5、The most dramatic force shaping business today is the _____ environment.A、naturalB、technologicalC、economicD、political6、Which of the following is not one of the reasons business legislation is enacted?A、To protect companies from each otherB、To protect companies from consumersC、To protect consumers from unfair business practicesD、To protect the interests of society7、A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly”products, is acting out her view of _____.A、societyB、organizationsD、nature8、A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach.A、proactiveB、reactiveC、ingenuousD、peaceful9、A company’s macroenvironment consists of all of the following except _____.A、demographic forcesB、economic forcesC、competitive forcesD、none of the above10、Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.A、licensorB、supplierC、marketing intermediaryD、local public11、The demographic environment is of major interest to marketers because it involves people, and people make up markets.A、TRUEB、FALSE12、Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.A、businessB、resellerC、governmentD、consumer13、Government markets consist of government agencies that buy goods and services ________.A、to produce public servicesB、to resell at a profitC、for further processingD、for personal consumption14、The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of thefollowing environments is being studied in this scenario?A、demographic environmentB、political environmentC、economic environmentD、technological environment15、The economic environment consists of economic factors that affect ________.A、cultural patterns of communitiesB、entrepreneurial orientation of a populationC、the quality of technological innovationD、consumer purchasing power16、A value marketer is most likely to ________.A、offer consumers superior quality of goods and services at a very high priceB、offer consumers only those products that are associated with status and prestigeC、offer consumers low quality goods and services at very low pricesD、offer consumers a balanced combination of product quality at a fair price17、Consumers in the "lifestyles of health and sustainability" market are more likely to seek ________.A、alternative medicineB、perfumes made from animal productsC、clothing made of furD、leather goods18、Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to influence legislation that affects the manufacturing industry. Katrina's firm takes a(n) ________ stance toward the marketing environment.A、reactiveB、proactiveC、adversarialD、passive19、One of the important demographic trends in China is the changing age structure of the population.A、TrueB、False20、Individuals and households that buy or acquire goods and services for personal consumption make up the ________.A、consumer marketB、market offeringC、market mixD、social class21、Marketing stimuli include which of the following?A、economic stimuliB、price stimuliC、technological stimuliD、social stimuli22、Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.A、cultural universalsB、reference groupsC、subculturesD、monocultures23、________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.A、Membership groupsB、Aspirational groupsC、Leading adoptersD、Reference groups24、A ________ consists of the activities an individual is expected to perform according to the people around him/her.A、motiveB、roleC、lifestyleD、life cycle25、A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.A、personal characteristicsB、stereotypesC、perceptionsD、attitudes26、________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.A、PersonalityB、CultureC、LifestyleD、Motive27、Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities—that is, "we are what we consume." According to this premise, consumers ________.A、buy products to support their self-imageB、rarely identify with brand personalitiesC、are affected by opinion leadersD、compare product brands28、Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.A、motiveB、life-cycle stageC、self-conceptD、brand personality29、A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.A、social classB、life-cycle stageC、self-conceptD、status30、A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.A、stimulusB、perceptionC、cultureD、motive31、________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.A、MotivationB、PerceptionC、DissonanceD、Learning32、People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.A、subliminal retentionB、selective distortionC、cognitive dissonanceD、selective attention33、________ describes changes in an individual's behavior arising from experience.A、LifestyleC、PerceptionD、Cognitive dissonance34、When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.A、consumer capitalismB、complex buying behaviorC、variety-seeking buying behaviorD、dissonance-reducing buying behavior35、The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.A、commercialB、publicC、experimentalD、personal36、Which of the following is the final stage in the new product adoption process?A、awarenessB、adoptionC、evaluationD、interest37、Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?A、compatibilityB、divisibilityC、communicabilityD、relative advantage38、Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.A、peopleB、imageC、channelD、services39、________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A、BehavioralB、PsychographicC、Age and life cycle40、________ segmentation assumes that nations close to one another will have many common traits and behaviors.A、GeographicB、OccasionC、PsychographicD、Benefit41、When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A、measurableB、profitableC、substantialD、actionable42、A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.A、mass marketingB、differentiated marketingC、concentrated marketingD、individual marketing43、The winning value proposition would be to offer ________.A、more for the sameB、more for lessC、more for moreD、same for less二、判断题1、Abel is considering whether or not to get an e-reader. He has read online reviews of three different kinds of readers and has talked with two friends who own e-readers. Abel is at the awareness stage of the new product adoption process.2、Early mainstream adopters accept new ideas after the average person.3、Two of the characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.4、Subcultures consist only of religious groups.5、Social class is based on shared value systems and common life experiences and situations.6、Children exert little influence on family buying decisions.7、A person's occupation has no effect on the goods and services that she buys.8、According to Maslow's hierarchy of needs theory, when the most important need is satisfied, it will cease to be a motivator, and the person will then try to satisfy the next most important need.9、Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.10、Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.11、Culture is the most basic determinant of a consumer's wants and behavior.12、Social class is determined only by one's income.13、An aspirational group is one to which a person wishes to belong.14、A product position is the way a product is defined by consumers on important attributes.15、Less-for-much-less positioning involves meeting consumers' lower performance or quality requirements at a much lower price.16、Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.17、Individual marketing is also known as one-to-one marketing, mass customization, and markets-of-one marketing.。
市场营销(英语版阿姆斯特朗)复习题
B) the cultural forces that exist in a society
C) the suppliers of the company
D) the technological resources available
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
3) Which of the following would be a component of a company's marketing microenvironment?
A) Resellers
B) Suppliers
C) Producers
D) Consumers
E) Government agencies
Answer: A
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
7) Kelstone Developers is planning to build a new shopping mall which requires the partial taking of a nearby park. Walking Green, an environmental group, challenged the plan, citing environmental destruction. In response to the demands of Walking Green, Kelstone Developers promised to build a park-like walkway around the mall. Walking Green is an example of a(n) ________ in this scenario.
市场营销英语试题
一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。
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
市场营销环境分析(英文版) 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.
•
•
Macro environment
Demographic Technological
Economic
Political
Nature
Cultural
Demographic
• According to Wal-Mart, there are 3 types of shoppers: Price-Value Shoppers Brand Aspirationals Price-Sensitive Affluentsting Environment
Macro environment
Marketing intermediaries
Customer markets
Suppliers
Competitors
The company
Micro environment
Publics
Political
Walmart Live Better Index
• Wal-Mart has identified five everyday products to serve as nationwide trend indicators for the launch of the Live Better Index. 1. Compact fluorescent light bulbs (CFLs) 2. Organic milk 3. Concentrated/reduced-packaging liquid laundry detergents 4. Extended-life paper products 5. Organic baby food
~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
• 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
营销环境的重要性英语作文
营销环境的重要性英语作文In the dynamic world of business, the marketing environment plays a crucial role in determining the success or failure of a company's strategies. This essay will explore the significance of understanding and adapting to the marketing environment for businesses to thrive.Firstly, the marketing environment encompasses a variety of external and internal factors that influence a company's ability to reach its target market. External factors include economic conditions, technological advancements, government regulations, and social-cultural trends. Internal factors involve a company's resources, capabilities, and organizational culture. Understanding these factors is vital for formulating effective marketing plans.Secondly, the marketing environment is not static; it is constantly evolving. Businesses must stay abreast of changes in consumer preferences, competitive dynamics, and global economic shifts. By monitoring these changes, companies can identify emerging opportunities and threats, allowing them to make proactive decisions rather than reactive ones.Thirdly, adapting to the marketing environment is essential for customer satisfaction and loyalty. Companies that are responsive to the needs and wants of their customers are more likely to build a loyal customer base. This is because they can tailor their products and services to meet the changingdemands of the market, thereby enhancing customer experience.Furthermore, the marketing environment has a direct impact on a company's profitability and growth. By understanding the market trends and consumer behavior, businesses can position their offerings effectively, pricing strategies, and promotional activities to maximize revenue and market share.In conclusion, the marketing environment is a critical component of business strategy. It requires continuous attention and strategic adaptation to ensure that a company remains competitive and successful. Ignoring the marketing environment can lead to missed opportunities, declining sales, and ultimately, business failure. Therefore, it is imperative for businesses to integrate an understanding of the marketing environment into their strategic planning and decision-making processes.。
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The internal environment
• All factors that are internal to the organization are known as the 'internal environment'. • They are generally audited by applying the 'Five Ms' which are Men, Money, Machinery, Materials and Markets.
The micro-environment
• It influences an organization directly. • It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. • Micro tends to suggest small, but this can be misleading- it describes the relationship between firms and the driving forces that control this relationship; it is a more local relationship, and the organization may exercise a degree of influence.
customers technological factors stakeholders
socio- cultural factors
publics
• • Publics- any group that has an interest in or impact on the organization’s ability to meet its goals. Financial publics, Media publics, Government publics, Citizen-action publics, Local publics, The general public. Financial publics can hinder a company’s ability to obtain funds affecting the level of credit a company has. Media publics include newspapers and magazines that can publish articles of interest regarding the company and editorials that may influence customers’ opinions. Government publics can affect the company by passing legislation and laws that put restrictions on the company’s actions. Citizen-action publics include environmental groups and minority groups and can question the actions of a company and put them in the public spotlight. Local publics are neighborhood and community organizations and will also question a company’s impact on the local area and the level of responsibility of their actions. The general public can greatly affect the company as any change in their attitude, whether positive or negative, can cause sales to go up or down because the general public is often the company’s customer base. And finally those who are employed within the company and deal with the organization and construction of the company’s product.
The macro-environment
• It includes all factors that can influence and organization, but that are out of their direct control. • An organization does not generally influence any laws. It is continuously changing, and the organization needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology.
intermediaries
• Marketing intermediaries refers to resellers, physical distribution firms, marketing services agencies, and financial intermediaries. These are the people that help the company promote, sell, and distribute its products to final buyers. • Resellers are those that hold and sell the company’s product. They match the distribution to the customers and include places such as Wal-Mart, Target, and Best Buy. • Physical distribution firms are places such as warehouses that store and transport the company’s product from its origin to its destination. • Marketing services agencies are companies that offer services such as conducting marketing research, advertising, and consulting. • Financial intermediaries are institutions such as banks, credit companies and insurance companies.
The Marketing Environment
What is the marketing environment?
• The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment: the "macro-environment" the "micro-environment" the "internal environment"
Economic Factors
• Marketers need to consider the state of a trading economy in the short and long-terms. • Economic factors refer to the purchasing power of potential customers and the ways in which people spend their money. Within this area are two different economies, subsistence and industrialized. • Subsistence economies are based more in agriculture and consume their own industrial output. Industrial economies have markets that are diverse and carry many different types of goods. • Each is important to the marketer because each has a highly different spending pattern as well as different distribution of wealth. • Interest rates, the level of inflation employment level per capita, long –term prospects for the economy gross domestic product (GDP) per capita are important