对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 02 Environment and Opportunities

Principles of Marketing 2-1 Session 2 Environment and Opportunities Text:Chapter 3 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－1 Principles of Marketing Environment and Opportunities Session 2 Text: Chapter 3

Outline 2-2 I.The Company's Microenvironment II.The Company's Macroenvironment III.Responding to the Marketing Environment 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－2 Outline I. The Company’s Microenvironment II. The Company’s Macroenvironment III. Responding to the Marketing Environment

Difference of Two Types of Environment 2-3 Microenvironment:the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment:the general,remote environment that indirectly affect the organization's trading operation. 1E 對至（竹置多大学 国际商学院市场营销学系 15 University of Intemational Business and Economics

国际商学院 市场营销学系 2－3 Difference of Two Types of Environment Microenvironment: the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment: the general, remote environment that indirectly affect the organization’s trading operation

2-4 -The microenvironment changes more rapidly -More complex -More immediately important 篮鞋酒价置影大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－4 The microenvironment changes more rapidly More complex More immediately important

2-5 I.The Company's Microenvironment 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－5 I. The Company’s Microenvironment

The l Microenvironment 2-6 Suppliers Publics Company Key Forces in the Microenvironment Competitors Intermediaries Customer Markets 對计至（竹置多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－6 Suppliers Customer Markets Publics Company Competitors Intermediaries Key Forces in the Microenvironment The Microenvironment

Internal Environment 2-7 Top Management Accounting Finance Marketirg Manufacturing R&D Purchasing 雒對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－7 Top Management Manufacturing Finance R & D Accounting Purchasing Marketing Internal Environment

Customer Markets 2-8 International Consumer Markets Markets Company Government Business Markets Markets Reseller Markets 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－8 Company International Markets Consumer Markets Government Markets Business Markets Reseller Markets Customer Markets

Competitors 2-9 Those who serve a target market with similar products and services against whom a company must gain strategic advantage. A company is more likely to be "buried"by its latent competitors than its current ones. 至（竹至多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－9 Competitors Those who serve a target market with similar products and services against whom a company must gain strategic advantage. A company is more likely to be “buried” by its latent competitors than its current ones

Different Levels of Competitors 2-10 Brand competitors Product- Servicel class Competitors industry competitors competitors Broadly-defined competitors 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 2－10 Different Levels of Competitors Company’s Competitors Brand competitors Broadly-defined competitors Product￾class competitors Service/ industry competitors