市场营销环境分析(英文版)-Analyzing-the-Marketing-Environment.ppt

Analyzing the Marketing Environment Made by Group two Contents 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. Micro environment Macro environment Marketing Environment Micro environment The company Suppliers Marketing intermediaries Customer markets Competitors Publics New Study Helps Grocery Marketers Tackle Social Media Among the topics encompassed by the five-part CCRRC study: 1.Part 1: Assessing the Social Networking Landscape 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 Mind-Sets 4.Part 4: The Value of Social Networking for Brands and Retailers 5.Part 5: The Effectiveness of Professional Social Networking Macro environment Demographic According to Wal-Mart, there are 3 types of shoppers: Price-Value ShoppersBrand AspirationalsPrice-Sensitive Affluents Economic Wal-Marts Low Prices Mean Big Profits In Crisis In this Nov. 7, 2007 file photo, a customer leaves a Wal-Mart in Mountain View, Calif. in this Nov. 7, 2007 file photo. Wal-Mart Stores Inc. reported a 10 percent increase in third-quarter profit, Thursday, Nov. 13, 2008, as the worlds largest retailers renewed focus on low prices is attracting financially squeezed shoppers around the world. (AP Photo/Paul Sakuma, file) Nature In October 2005, Walmart announced it would implement several environmental measures to increase energy efficiency. Technological On April 23, 2011, the company announced that it was testing its new Walmart To Go home delivery system where customers will be able to order specific items offered on their website such as groceries, toiletries, and household supplies. 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.