市场营销第三单元

《市场营销第三单元》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、Chapter3TheChangingMarketingEnvironment(newterms)Marketingenvironment:alltheobjectfactorsandsurroundingconditionsacompanyfaceswhentakingoutmarketingactivities.Micro-environment:company,suppliers,marketingintermediaries,customers,competitors,thepublic.Macro-environment:SLEP

2、TWhyshouldmarketersanalyzeenvironment?NoncontrollablesTheyshapeopportunitiesandlimitsomepossibilities.Purpose--tofindoutopportunitiesandavoidthreats.SWOTAnalysisInternalExternalStrongNegativeWeaknessesThreatsStrongPositiveStrengthsOpportunitiesStrengthsarethosethingsthatma

3、keyourbusinessstronger.aproductorservicethatsellswell;anestablishedcustomerbase;agoodreputationinthemarketplace;agoodtrackhistory;ahightrafficlocation;strongmanagement;qualifiedemployees;ownershipofpatentsandtrademarks;Weaknessesarethoseareasinwhichyourcompanydoesnotperfor

4、mwellorcouldstandimprovementpoormanagement;employeeproblems;lackofmarketingandsalesexpertise;lackofcapital;badlocation;poorproductsorservices;damagedreputation;Opportunitiesarethosethingsthathavethepotentialtomakeyourbusinessstronger,moreenduring,andmoreprofitablenewmarket

5、sbecomingavailableoroldmarketsthatareexpanding;possiblemergers,acquisitions,orstrategicalliances;acompetitorgoingoutofbusinessorleavingthemarketplace,makingtheircustomersopentoyou;thepotentialavailabilityofadesiredemployee.Threatsarethosethingsthathavethepotentialtoadverse

6、lyaffectyourbusiness.(1)changingmarketplaceconditions;(2)risingcompanydebt;(3)cashflowproblems;(4)astrongcompetitorenteringyourmarket;competitorswithlowerprices;(5)possiblelawsortaxesthatmaynegativelyimpactyourprofits;(6)strategicpartnersgoingoutofbusiness.Fiveimportantenv

7、ironmentalvariables:1.theobjectivesandresourcesofthecompany;2.thecompetitiveenvironment;3.theeconomicandtechnologicalenvironment;4.thepoliticalandlegalenvironment;5.theculturalandsocialenvironment.SettingCompanyObjectives：ProvideGuidelines；BeExplicit；CoordinateEffort；Leadt

8、oMarketingObjectivesObjectives,whereverpossible,shouldbeSMARTi.e:Specific-clearandeasytou