营销。Microsoft PowerPoint 幻灯片.ppt

Analyzing the marketing environment5组Marketing environmentThe actors and forces outside marketing that affect management ability to build and maintain essful relationship with target customersMicroenvironmentMicroenvironment Marketing environmentMicroenvironment The actors close to pany that affect its ability to serve its customers-pany ,Suppliers, Marketingintermediaries,customers markets, competitors, PublicsMacro environmentThe larger societal forces that affect the microenvironment –demographic , economic , natural ,technological, political, and cultural intermediaries Firms that help pany to promote , sell, and distribute its goods to final buyersPublicAny group that has an actual or potential interest in or impact on anization ability to achieve its objectiveMacro environmentThe larger societal forces that affect the microenvironment –demographic , economic , natural ,technological, political, and cultural -11- enviroment? age structure of the population? changing american family? shif in population? better -Educated ,More white-collar, More Professional popuiation? Diversity2016-11- Environment?Definition:Factors that affect consumer buying power and spending patterns? in e? in concumer spending