复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter3 Scanning the Marketing

Chapter3 Scanning the Marketing -ntroduction Environment Slides s case Locating Advantages Ouestions Readings back

Chapter3 Scanning the Marketing Environment Locating Advantages Introduction Slides Case Questions Readings back

Content CLICK 1. Types of Marketing Environment 2. Micro-Environment 3. Macro-Environment

1. Types of Marketing Environment 2.Micro-Environment 3.Macro-Environment

Strategic Objectives Market opportunity Analysis Environ- Consumer Competition Market ment Behavior Analysis Analysis Analysis Analysis Market Segmentation Targeting and Positioning

3 Strategic Objectives Market Opportunity Analysis Environ￾ment Analysis Consumer Behavior Analysis Competition Analysis Market Analysis Market Segmentation Targeting and Positioning

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 22)4

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

1. Types of Marketing Environment Economic Environment Natural Competitor Political Legal Supplier Corporation-Intermediaries Technological Customer Socia Public Cultural Demographic Environment

5 Natural Technological Political Legal Social Cultural Demographic Environment Supplier Corporation Intermediaries Customer Economic Environment Public Competitor 1. Types of Marketing Environment

2. Micro-environmental Factors Supplier Corporation Intermediaries Customer

6 2. Micro-environmental Factors Corporation Supplier Intermediaries Customer Competitor Public

Identify Competitor L Brand Competitors L Industry Competitors LL Form Competitors L Generic Competitors

7 Identify Competitor  Brand Competitors  Industry Competitors  Form Competitors  Generic Competitors

3. Macro-environmental Factors Demographic Environment Economic environment Natural environment Technological Environment Political/Legal Environment

8 3.Macro-environmental Factors Demographic Environment Economic Environment Natural Environment Technological Environment Political/Legal Environment

Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Geographical Shifts in Population ∠ Household patterns Educational Groups

9 Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Geographical Shifts in Population Household Patterns Educational Groups

Economic Environment (1) Industrial structure Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Post-Industrial economies

10 Economic Environment (1) Industrial Structure Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Post-Industrial economies