市場(chǎng)營(yíng)銷學(xué)講義-全英文2(ppt20)-銷售管理-資料下載頁(yè)
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【導(dǎo)讀】Suppliers. Customers. Competitors. Relevantpublics. Provideresources. Helppromote,sell,Includes:. Resellers. Physical. Financialservices. Marketingservices. Suppliersof. objectives,strategies,strengths,weaknesses,Size. Density. Location. Age. Sex. Race. Occupation. Otherstatistics. Typesof. Changesinine. Neweconomy. Changing. Growingshortageof. Increasedpollution. Environm
【正文】 sented by Zhou Yanfeng Business School, Zhongshan University 18 Macroenvironment: Cultural ? Persistence of cultural values ? Core vs. Secondary ? Core are Highly persistent ? Secondary more open to change ? Views of themselves ? Views of others ? Views of anizations ? Views of society ? Views of nature ? Views of the universe ? Regional Differences Presented by Zhou Yanfeng Business School, Zhongshan University 19 Responding to the Marketing Environment ? Passive analysis of opportunities and threats ? Active approach to publics and forces = environmental management perspective ? Find positive ways to overe constraints ? Recognize forces beyond management control Presented by Zhou Yanfeng Business School, Zhongshan University 20 Chapter Review ? What environmental forces affect panies? ? Identify, explain, and evaluate key changes and trends in demographics, economics, natural, technological, political, and cultural environments ? How do panies react to their marketing environment?
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