Principles of Marketing 2-1 Session 2 Environment and Opportunities Text:Chapter 3 制计价蜀易大孝 国际商学院市场营销学系
Principles of Marketing Environment and Environment and Opportunities Opportunities 2 － 1 2 － 1 Session 2 Text: Chapter 3
Outline 2-2 I.The Company's Microenvironment II.The Company's Macroenvironment III.Responding to the Marketing Environment 国际商学院市场营销学系
Outline I. The Company I. The Company’s Microenvironment Microenvironment II. The Company II. The Company’s Macroenvironment Macroenvironment III. Responding to the III. Responding to the Marketing Environment Marketing Environment 2－2 2－2
Difference of Two Types of Environment -3 Microenvironment:the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment:the general,remote environment that indirectly affect the organization's trading operation. >The microenvironment changes more rapidly >More complex >More immediately important “制卧爱价蜀易大学 国际商学院市场营销学系
Difference of Two Types of Environment Microenvironment: the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment: the general, remote environment that indirectly affect the organization’s trading operation. 2 － 3 2 － 3 ¾The microenvironment changes more rapidly ¾More complex ¾More immediately important
2-4 I.The Company's Microenvironment 国际商学院市场营销学系
I. The Company I. The Company ’s Microenvironment Microenvironment 2 － 4 2 － 4
The Microenvironment 2-5 Suppliers Publics Company Key Forces in the Microenvironment Competitors Intermediaries Customer Markets 制卧经价蜀易大考 国际商学院市场营销学系
Suppliers Customer Markets Publics Company Competitors Intermediaries Key Forces in the Microenvironment 2－5 The Microenvironment 2－5