对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 2 Environment and Opportunities

Principles of Marketing 2-1 Session 2 Environment and Opportunities Text:Chapter 3 制计价蜀易大孝 国际商学院市场营销学系

Principles of Marketing Environment and Environment and Opportunities Opportunities 2 － 1 2 － 1 Session 2 Text: Chapter 3

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

Outline I. The Company I. The Company’s Microenvironment Microenvironment II. The Company II. The Company’s Macroenvironment Macroenvironment III. Responding to the III. Responding to the Marketing Environment Marketing Environment 2－2 2－2

Difference of Two Types of Environment -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. >The microenvironment changes more rapidly >More complex >More immediately important “制卧爱价蜀易大学 国际商学院市场营销学系

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 － 3 2 － 3 ¾The microenvironment changes more rapidly ¾More complex ¾More immediately important

2-4 I.The Company's Microenvironment 国际商学院市场营销学系

I. The Company I. The Company ’s Microenvironment Microenvironment 2 － 4 2 － 4

The Microenvironment 2-5 Suppliers Publics Company Key Forces in the Microenvironment Competitors Intermediaries Customer Markets 制卧经价蜀易大考 国际商学院市场营销学系

Suppliers Customer Markets Publics Company Competitors Intermediaries Key Forces in the Microenvironment 2－5 The Microenvironment 2－5

Internal Environment 2-6 Top Management Accounting Finance Marketing Manufacturing R&D Purchasing 制卧经价蜀易大考 国际商学院市场营销学系

Top Management Top Management Manufacturing Manufacturing Finance Finance R & D R & D Accounting Accounting Purchasing Purchasing Marketing 2－6 2－6 Internal Environment

Customer Markets 2-7 International Consumer Markets Markets Company Government Business Markets Markets Reseller Markets 制卧经价蜀易大考 国际商学院市场营销学系

Company International Markets Consumer Markets Government Markets Business Markets Reseller Markets Customer Markets 2－7 2－7

Types of Publics 2-8 >Internal >General Local Citizen Action >Government Media 国际商学院市场营销学系

Types of Publics ¾ Internal ¾ General ¾ Local ¾ Citizen Action ¾ Government ¾ Media 2 － 8 2 － 8

2-9 II.The Company's Macroenvironment 国际商学院市场营销学系

II. The Company II. The Company ’s Macroenvironment Macroenvironment 2 － 9 2 － 9

The Macroenvironment 2-10 Demographic Cultural Economic Key Forces in the Macroenvironment Political Natural Technological 制卧经价蜀易大考 国际商学院市场营销学系

The Macroenvironment Demographic Technological Cultural Economic Political Natural Key Forces in the Macroenvironment 2 －10 2 －10