PowerPoint Presentation CHAPTER 3 2SLIDE Learning Objective 5 Discuss how companies can react to the marketing environment Explain the key changes in the political and cultural environments 4 Identify[.]
CHAPTER Learning Objective Describe the environmental forces that affect the company’s ability to serve its customers Explain how changes in the demographic and economic environments affect marketing decisions SLIDE Identify the major trends in the firm’s natural and technological environments Explain the key changes in the political and cultural environments Discuss how companies can react to the marketing environment Learning Objective A Company’s Marketing Environment The Marketing Environment Micro environment Macro environment The Marketing Environment 01 02 SLIDE Macro Environment demographic, economic, natural, technological, political, and cultural forces 03 04 Micro Environment company, suppliers, marketing intermediaries, customer markets, competitors, and publics SWOT Matrix A Company’s Marketing Environment The MKT environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers Môi trường Marketing bao gồm tác nhân lực lượng bên hoạt động MKT ảnh hưởng đến khả quản lý MKT việc xây dựng trì mối quan hệ thành cơng với khách hàng mục tiêu SLIDE Microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics Môi trường vi mô bao gồm tác nhân gắn bó với cơng ty có ảnh hưởng đến khả phục vụ khách hàng công ty — công ty, nhà cung cấp, trung gian tiếp thị, thị trường khách hàng, đối thủ cạnh tranh công chúng Macroenvironment consists of the larger societal forces that affect the microenvironment— demographic, economic, natural, technological, political, and cultural forces Môi trường vĩ mô bao gồm lực lượng xã hội lớn ảnh hưởng đến môi trường vi mô — lực lượng nhân học, kinh tế, tự nhiên, cơng nghệ, trị văn hóa The Microenvironment The Microenvironment The Company In designing marketing plans, marketing management takes other company groups into account • Top management • Finance • R&D • Purchasing • Operations • Accounting The Microenvironment Suppliers • Provide the resources to produce goods and services • Treat as partners to provide customer value SLIDE The Microenvironment Marketing Intermediaries •Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers Technological Environment • Most dramatic force in changing the marketplace • New products, opportunities • Concern for the safety of new products Learning Objective Explain the key changes in the political and cultural environments Political and Social Environment •Legislation regulating business is intended to protect • companies from each other • consumers from unfair business practices • the interests of society against unrestrained business behavior Political and Social Environment • Increased emphasis on ethics • Socially responsible behavior • Cause-related marketing Cultural Environment •The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment •Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government •Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe Learning Objective Discuss how companies can react to the marketing environment Responding to the Marketing Environment Views on Responding Uncontrollable • React and adapt to forces in the environment Proactive • Take aggressive actions to affect forces in the environment Reactive • Watch and react to forces in the environment PHÂN TÍCH SWOT Phương pháp đánh giá giúp người lập kế hoạch so sánh điểm mạnh điểm yếu bên tổ chức với thách thức hội bên ngồi Điểm mạnh Điểm yếu Lợi chi phí Dịng sản phẩm q hẹp Nguồn lực tài Thiếu chiều sâu quản trị Sự trung thành Khách hàng Hoạt động tốn chi phí lao động cao sở sản xuất lỗi thời Cơ sở sản xuất đại Bằng sáng chế Thiếu lực tài Nhận thức thị trường doanh nghiệp yếu Cơ hội Thách thức Bổ sung dòng sản phẩm Thị hiếu người mua thay đổi Gia nhập thị trường Nguy gia nhập ĐTCT Mua lại doanh nghiệp có cơng nghệ cần thiết Chính sách bất lợi từ Chính phủ Địn bẩy Vấn đề MA TRẬN SWOT SLIDE 39 THANK YOU