复旦大学：《营销管理》PPT课件讲义_Environmental Analysis

Environmental analysis

Environmental Analysis

DIMENSIONS OF THE MARKETING ENVIRONMENT Economic Environment Political Competitive Environment and Legal PP Environment TM Technological Social Environment Environment Natural Environment IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 2-2 DIMENSIONS OF THE MARKETING ENVIRONMENT Economic Environment Political and Legal Environment Social Environment Natural Environment Technological Environment Competitive Environment TM P P P P

Differences between fads and Trend: a direction or sequence of events that have some momentum and durability Fad: unpredictable, short-lived and without social economic and political significance

Differences between fads and trends Trend: a direction or sequence of events that have some momentum and durability Fad: unpredictable, short-lived and without social economic and political significance

Faith popcorn points to several Trends in the Economy y Anchoring Cocooning Being alive Down-aging Cashng out 99 Lives Clanging S O.S.(Save Our Society)

Faith Popcorn Points to Several Trends in the Economy Anchoring Being alive Cashng Out Clanning Cocooning Down-aging 99 Lives S.O. S. (Save Our Society)

Faith popcorn points to several Trends in the economy Anchoring Cocooning Being alive Down-aging Cashng out 99 Lives Clanging S O.S.(Save Our Society)

Faith Popcorn Points to Several Trends in the Economy Anchoring Being alive Cashng Out Clanning Cocooning Down-aging 99 Lives S.O. S. (Save Our Society)

Social Environment hange in Age Distribution

Social Environment: Change in Age Distribution

Social Environment: two generations

Social Environment: Two generations

Social environment: cultural Diversity in US US moving from melting pot to salad bowl with 3 large racial ethnic minorities 》 African- American 》 Asian- American 》 Latino Mexican(5.4%) Puerto Rican(1.1%) Cuban(4%)

Social Environment: Cultural Diversity in US US moving from melting pot to salad bowl with 3 large racial & ethnic minorities » African-American » Asian-American » Latino – Mexican (5.4%) – Puerto Rican (1.1%) – Cuban (.4%)

Marketing Strategies in Diverse culture Target niches within ethnic markets: e. g African Eye Maintain a brand's core identify while straddling different languages, cultures etc with different promotional campaigns: e.g. Levis Stitching niches combine ethnic, age ncome markets to form large market e. g cIrcus

Marketing Strategies in Diverse Culture Target niches within ethnic markets: e.g. African Eye Maintain a brand’s core identify while straddling different languages, cultures, etc with different promotional campaigns:e.g. Levi’s Stitching niches: combine ethnic, age income markets to form large market e.g. circus

Political and Legal Environment laws, regulations, and social pressures affecting marketers Laws may seek to promote fair Competition or limit product, price, distribution, promotion Regulations are rules written by government that have the force of law Self Regulations Influences on Laws and Regulations

Political and Legal Environment: laws, regulations, and social pressures affecting marketers Laws may seek to Promote Fair Competition or limit product, price, distribution, promotion Regulations are rules written by government that have the force of law Self Regulations: Influences on Laws and Regulations