市场学课件课件.ppt

CHAPTERS MKTG 2270 September 19 2012 34 * The marketing environment consists of those forces outside marketing that affect the firm’s ability to build and maintain successful relationships with customers. THE MARKETING ENVIRONMENT Microenvironment vs Macroenvironment * Competitive forces involve other organizations that attempt to serve similar customers with the same or similar products. Brand competitors: offer the same product. Product competitors: offer similar products that satisfy the same need. COMPETITIVE FORCES * Demographics Cultural forces include all factors associated with groups of people. Demography: the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Cultural environment: refers to the institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors DEMOGRAPHIC CULTURAL FORCES * Important trends in the demographic and cultural environments: Cultural diversity Changing gender roles Emphasis on health Desire for convenience Green movement DEMOGRAPHIC CULTURAL FORCES (cont) * Technological forces include factors related to innovations that affect the development of new products or marketing processes. TECHNOLOGICAL FORCES * Economic forces consists of factors that affect consumer purchasing power and spending patterns Inflation Interest rates Gross domestic product (GDP): the total size of an economy measured by the total value of goods and services produced. ECONOMIC FORCES * Political forces include laws, government agencies, and pressure groups that influence or limit organizations and individuals In Canada, the Competition Act is designed to protect consumers and encourage competition. POLITICAL FORCES * Ethics are the moral principles and values that govern the actions and decisions of an individual or group. Laws are society’s values and standards that are enforceable in the courts. ETHICS VERSUS LAWS Discussion Questions Why do you