Chapter3 Scanning the Marketing
Environment
Locating Advantages
Introduction
Slides
Case
Questions
Readings back
1,Types of Marketing Environment
2.Micro-Environment
3.Macro-Environment
3
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
4
Marketing Environment presents a never
ending series of opportunities
and threats.
Successful Marketing is to recognizing
and responding profitably through the
environment and its changing.
5
Natural
Technological
Political
Legal
Social
Cultural
Demographic Environment
Supplier Corporation Intermediaries
Customer
Economic Environment
Public
Competitor
1,Types of Marketing Environment
6
2,Micro-environmental Factors
Corporation
Supplier
Intermediaries
Customer
Co
m
pet
ito
r
Pu
bl
ic
7
Identify Competitor
Brand Competitors
Industry Competitors
Form Competitors
Generic Competitors
8
3.Macro-environmental Factors
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political/Legal Environment
9
Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Geographical Shifts in Population
Household Patterns
Educational Groups
10
Economic Environment (1)
Industrial Structure
Subsistence economies
Raw-material-exporting
economies
Industrializing economies
Industrial economies
Post-Industrial economies
11
Economic Environment (2)
Income Distribution
Savings,Debt,&
Credit Availability
Consumer’s Income
The consume Patterns
12
Natural
Environment
Higher Pollution
Levels
Increased Costs
of Energy
Shortage of
Raw Materials
Changing Role
of Government
13
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Increased
Regulation
Issues in the Technological
Environment
Varying
R & D Budgets
14
Political-
Legal
Environment
Increased
Legislation
Special-
Interest
Groups
15
Social/Cultural Environment
Of
Organizations
Of
Nature
Of
Oneself
Of
Society
Of
the Universe
Of
OthersViews
That Express
Values
16
Social/Cultural Environment
18
思考练习
1,微观营销环境和宏观营销环境有什么区别和联系？
2、如何分析微观营销环境中的竞争者？
3、什么是核心文化？什么是亚文化？
它们在营销环境分析中有什么意义？
4、什么叫家庭生命周期？为什么要分析家庭生命周期？
19
阅读任务,
1、教材第一篇第一章
,变化世界中的市场营销：
创造顾客价值和满意,,1－ 45页。
2、菲利普 ·科特勒,,营销管理,
（第九版）
第一篇第 1,2章。
回总目录
20
There are three kinds of companies,
those who make things happen;
and those who watch things happen;
and those who wonder what’s happened.
---- Anonymous
Environment
Locating Advantages
Introduction
Slides
Case
Questions
Readings back
1,Types of Marketing Environment
2.Micro-Environment
3.Macro-Environment
3
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
4
Marketing Environment presents a never
ending series of opportunities
and threats.
Successful Marketing is to recognizing
and responding profitably through the
environment and its changing.
5
Natural
Technological
Political
Legal
Social
Cultural
Demographic Environment
Supplier Corporation Intermediaries
Customer
Economic Environment
Public
Competitor
1,Types of Marketing Environment
6
2,Micro-environmental Factors
Corporation
Supplier
Intermediaries
Customer
Co
m
pet
ito
r
Pu
bl
ic
7
Identify Competitor
Brand Competitors
Industry Competitors
Form Competitors
Generic Competitors
8
3.Macro-environmental Factors
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political/Legal Environment
9
Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Geographical Shifts in Population
Household Patterns
Educational Groups
10
Economic Environment (1)
Industrial Structure
Subsistence economies
Raw-material-exporting
economies
Industrializing economies
Industrial economies
Post-Industrial economies
11
Economic Environment (2)
Income Distribution
Savings,Debt,&
Credit Availability
Consumer’s Income
The consume Patterns
12
Natural
Environment
Higher Pollution
Levels
Increased Costs
of Energy
Shortage of
Raw Materials
Changing Role
of Government
13
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Increased
Regulation
Issues in the Technological
Environment
Varying
R & D Budgets
14
Political-
Legal
Environment
Increased
Legislation
Special-
Interest
Groups
15
Social/Cultural Environment
Of
Organizations
Of
Nature
Of
Oneself
Of
Society
Of
the Universe
Of
OthersViews
That Express
Values
16
Social/Cultural Environment
18
思考练习
1,微观营销环境和宏观营销环境有什么区别和联系？
2、如何分析微观营销环境中的竞争者？
3、什么是核心文化？什么是亚文化？
它们在营销环境分析中有什么意义？
4、什么叫家庭生命周期？为什么要分析家庭生命周期？
19
阅读任务,
1、教材第一篇第一章
,变化世界中的市场营销：
创造顾客价值和满意,,1－ 45页。
2、菲利普 ·科特勒,,营销管理,
（第九版）
第一篇第 1,2章。
回总目录
20
There are three kinds of companies,
those who make things happen;
and those who watch things happen;
and those who wonder what’s happened.
---- Anonymous
