《市场营销学》课程PPT教学课件（双语）Chapter 03 The Marketing Environment

Chapter 3 The Marketing Environment 2025/5/17

2025/5/17 1 Chapter 3 The Marketing Environment

Marketing Environment Marketing Environment-.The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Includes: Microenvironment-actors close to the company that affect its ability to serve its customers. Macroenvironment-larger societal forces that affect the microenvironment. 2025/5/17

2025/5/17 2 Marketing Environment Marketing Environment- The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Includes: Microenvironment - actors close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the microenvironment

一.The Company's Microenvironment (Company's Internal Environment- functional areas inside a company that have an impact on the marketing department's plans. 2025/5/17

2025/5/17 3 一． The Company’s Microenvironment (一) Company’s Internal Environment￾functional areas inside a company that have an impact on the marketing department’s plans

Company's Internal Environment R&D Finance ToP Punufacturing Accounting Marketing 2025/5/17

2025/5/17 4 Company’s Internal Environment

(Suppliers-provide the resources needed to produce goods and services Visible resources i.e.raw material, machine,money,man power Resources Invisible resources i.e.service,technology, information 2025/5/17

2025/5/17 5 (二) Suppliers – provide the resources needed to produce goods and services . Visible resources i.e. raw material, machine, money, man power Invisible resources i.e. service, technology, information Resources

意义 由于供应商所提供的资源的数量、质量、价格直接 关系到生产企业的产量、产品质量及成本，决定了 企业的销量、定价和利润，因此是企业来一生存和 发展的重要因素之一，也是竞争成败的关键因素之 2025/5/17

2025/5/17 6 意义 由于供应商所提供的资源的数量、质量、价格直接 关系到生产企业的产量、产品质量及成本，决定了 企业的销量、定价和利润，因此是企业来一生存和 发展的重要因素之一，也是竞争成败的关键因素之 一

集中采购 获得较低价格，建立良 好业务关系； 但过分依赖产生风险， 产生灰色收入，产品选 采购方式 择缺乏灵活性 分散采购 分散风险多家选择； 但 很难形成规模成本，影 响业务关系 2025/5/17

2025/5/17 7 采购方式 获得较低价格，建立良 好业务关系； 但过分依赖产生风险， 产生灰色收入，产品选 择缺乏灵活性 集中采购 分散风险多家选择；但 很难形成规模成本，影 响业务关系 分散采购

对策 保持适度稳定的供应，努力降低采购 成本，同时开拓多种供应渠道，为此 树立好长期和短期的客户关系。 2025/5/17

2025/5/17 8 对策 保持适度稳定的供应，努力降低采购 成本，同时开拓多种供应渠道，为此 树立好长期和短期的客户关系

(Marketing Intermediaries-help the company to promote,sell,and distribute its goods to final buyers. 2025/5/17

2025/5/17 9 (三) Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers

Resellers Marketing i.e.wholesaler, Intermediaries retailer Physical distribution firms Marketing services agencies Financial intermediaries 2025/5/17.·

2025/5/17 10 Resellers i.e. wholesaler, retailer Physical distribution firms Marketing services agencies Financial intermediaries Marketing Intermediaries