chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

2023-11-21
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Chapter Two The Changing Marketing Environment Learning Objectives After this chapter,you should master: 1. The basic concepts and features about marketing environment. 2. The variables influencing the marketing environment 3. Different competitve situations and how to analyze your competitor 4. Key terms Chapter Outline Marketing Environment SWOT Model Macro-Environment Micro-Environment Competitive Environment Marketing Environment Marketing environment is the combination of all the external forces and relative factors that have a certain relatioship with marketing activities within some company, elements influencing the very existence and further development of an enterprise. SWOT Model Internal External Strong Negative Weaknesses Threats Strong Positive Strengths Opportunities Table 2.1 SWOT Model Macro-Environment and Micro-Environment Macro-environment Economy Law Micro-environment Suppliers Customers Society Technology Nature Distributors Competitors Company Figure 2.1 Marketing Environment Macro-Environment Macro-Environment refers to all the forces that can create opportunities as wellAasAposeAthreatsatoatheaexistenceaandadevelopmentaofaaacorporation,includingaeconomics,nature,politics,laws,culture and etc. Several Factors The Economic Development Disparity Technology Political Environment Economic Performance Legal Environment The natural environment The cultural and social environment The Economic Development Disparity Here are many competing classifications of countries from an economic development perspective. Historically, the informal and frequently used classification in the West has referred to highly industrialized, developed countries as the First World, to socialist ountries as the Second World, and to developing countries as the Third World. Of this classification, only the term "Third World" has been used widely. Technology Technology is the newest and the most active factor of the social productivity.As a part of the

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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 2 The Changing Marketing Environment（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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