第三章 市场营销

Economic environment
Economic environment: factors that affect consumer buying power and spending patterns. 1.Changes in income 2.Changing consumer spending patterns

Suppliers
They provide the resources needed by the company to produce its goods and services. Most marketers today treattners in creating and delivering customer value.
1. financial publics 2. media publics ernment publics 4.citizen-action publics 5.local publics 6.general publics 7.internal publics

The company’s macroenvironment
Marketers must be the trend trackers and opportunity seekers. They have disciplined methods----marketing intelligence marketing research


Microenvironment: the actors close to the company that affect its ability to serve its customers---the company, intermediaries, customer markets, competitors, and publics.

3 sections
1.the company’s microenvironment 2.the company’s macroenvironment 3.responding to the marketing environment

Marketers need to be good at building relationships with customers, others in the company and external partners. They must understand the major environmental forces that surround all of these relationships.
The company’s microenvironment
Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. Marketing success will require building relationships with other company departments which combine to make up the company’s value delivery network.

Marketing intermediaries

Marketing intermediaries: firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries.
Changing age structure of the population
1.the baby boomers 2.generation X 3.generation Y

Baby boomers: the 78 million people born during the baby boom following World War Ⅱ and lasting until the early 1960s. Generation X: the 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom. Generation Y: the 72 million children of the baby boomers, born between 1977 and 1994.

Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.
Demographic forces
Political forces
company
Economic forces
Technological forces
Natural forces
Demographic environment

Demography: the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Chapter 3 The Marketing Environment
Purpose
1.describe the environmental forces that affect the company’s ability to serve its customer 2.explain how changes in the demographic and economic environments affect marketing

The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
Cultural forces


Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its product to the right markets.

3.identify the major trends in the firm’s natural and technological environments 4.explain the key changes in the political and cultural environments 5.discuss how companies can react to the marketing environment

Macroenvironment : the larger societal forces that affect the microenvironment--demographic, economic, natural, technological, political, and cultural forces.
Resellers are distribution channel firms that help the company find customers or make sales to them. Physical distribution firms help the company to stock and move goods from their points of origin to their destination.


Marketing environment: the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customer.
Publics

Public: any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
Seven types of public

Customers
Marketing intermediaries
Competitors
Marketing
suppliers
publics
Company