Principles of Marketingjpkc.uibe.chinahcm.cn/jingpin/jpkc2007/courses/mkt... · 国际商学院市场营销学系 2－3 Difference of Two Types of Environment Microenvironment: the

国际商学院市场营销学系

2－1

Principles of Marketing

Environment and Opportunities

Session 2

Text: Chapter 3


2－2

Outline

I. The Company’s

Microenvironment

II. The Company’s

Macroenvironment

III. Responding to the

Marketing Environment


2－3

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.


2－4

The microenvironment

changes more rapidly

More complex

More immediately important


2－5

I. The Company’s Microenvironment


2－6

Suppliers

Customer

Markets

Publics Company

Competitors Intermediaries

Key Forces

in the

Microenvironment

The Microenvironment


2－7

Top Management

Manufacturing

Finance

R & D

Accounting

Purchasing

Marketing

Internal Environment


2－8

Company

International

Markets

Consumer

Markets

Government

Markets

Business

Markets

Reseller

Markets

Customer Markets


2－9

Competitors

Those who serve a target market with

similar products and services against

whom a company must gain strategic

advantage.

A company is more likely to be “buried” by its latent competitors than its current ones.


2－10

Different Levels of Competitors

Company’s Competitors

Brand

competitors

Broadly-defined competitors

Product- class

competitors

Service/ industry

competitors


2－11

Marketing Intermediaries

Marketing

Intermediaries

Middlemen

Financial intermediaries

Physical distribution

firms

Marketing service

agencies


2－12

Types of Publics

Internal

General

Local

Citizen Action

Government

Media


2－13

II. The Company’s Macroenvironment


2－14

The Macroenvironment

Demographic

Technological

Cultural Economic

Political Natural

Key Forces

in the

Macroenvironment


2－15

Demographic Environment

Geographic Shifts

Education

Growing Ethnic

Diversity

Changing Family

Structure

Age Structures

Key

Demographic Trends


2－16

Demographic Environment

1. World population explodes;

2. Aged people increase in the

population;

3. Ethnic structure is considered;

4. Education degree improves;

5. Home structure changes;

6. Geographic movement of

population becomes obvious


2－17

1953-2010 年我国人口年龄构成变化

http://cn.chinagate.cn/infocus/2011-11/03/content_23816754.htm

../../../../不经常更新的文件/marketing/slides/调用文件/marketing/yarbook2003_c.pdf


2－18

我国人口年龄结构图（2009年）



2－19

1990-2010年我国出生人口性别比



2－20

我国城市、镇、乡村出生人口比例



2－21

Average Size of Chinese Families

Average Family Size in China

0

1

2

3

4

5

6

1973

1983

1985

1987

1989

1991

1993

1995

1997

1999

2001

year

people


2－22

Average Size of Chinese Families

0%

20%

40%

60%

80%

100%

total city town rural

Family Size in China （2002）

1 2 3 4 5 6 7 >8


2－23

Population Tendency

图：北京市人口老龄化状况来源：《专家称2012年将达北京生育峰值》，《法制晚报》

http://news.sina.com.cn/c/sd/2012-01-08/131623765242.shtml


2－24

Economic Environment

Key Economic Concerns for Marketers

Changes in Income

Rate of saving and consumption

Changes in Consumer Spending

Patterns

中国城市人口按收入由低至高各阶层的恩格尔系数 % 10% 10% 20% 20% 20% 10% 10%

1991 59.85 57.82 56.32 54.32 52.61 50.18 48.70

1992 60.24 57.99 56.06 53.27 51.12 49.69 46.58

1993 57.03 56.86 54.09 51.79 48.64 45.71 41.45

1994 61.16 57.64 55.00 51.14 48.08 44.52 40.03

2001 农村： 47.8 城镇：41.2

2005 45.5 36. 7

2006 43.0 35.8

2010 41.1 35.7

联合国有关组织对于恩格尔系数的评价标准：〉60% 绝对贫困

50 -- 60% 贫困

40 -- 50% 小康

30 -- 40% 富裕

〈 30% 非常富裕


2－26

Natural Environment

Key Areas of Concern

in the Natural Environment

Shortage of Raw Materials

Increased Pollution

Government Intervention

Energy Costs


2－27

Producing green food

Not to use pesticide

Using smaller and

recyclable paper

wrapping.

More energy-efficient

the refrigeratory without Freon

Designed to be disassembled for recycling

Green Movement

http://www.chinacoltd.com/cpweb_List.asp?ClassID=汽摩及配件


2－28

Technological Environment

Fast Pace of

Change High R & D

Budgets

Focus on Minor

Improvements

Increased

Regulation

Issues in the Technological Environment


2－29

Political Environment

Key Trends in the Political Environment

Legislation

Enforcement

Greater Concern for Ethics (food safety, pollution, corruption, etc.)


2－30

Cultural Environment

Views That Show Values

Of Oneself

Of Others

Of Organizations

Of Society

Of Nature

Of the Universe

http://www.google.com.hk/imgres?imgurl=http://pic.pimg.tw/familycsr/4a10b051a5a3f.jpg&imgrefurl=http://familycsr.pixnet.net/blog/post/27821991-%25E8%258C%2583%25E8%258C%2583%25E4%25BE%2586%25E4%25BF%25A1%25EF%25BC%259Afollow-your-heart%25EF%25BC%258C%25E5%2581%259A%25E8%2587%25AA%25E5%25B7%25B1%25E6%259C%2580%25E5%25BF%25AB%25E6%25A8%2582%25EF%25BC%2581&usg=__BivK9c_pvbLlMAQDWv-kipg6b3A=&h=600&w=400&sz=86&hl=zh-CN&start=110&zoom=1&tbnid=Ykf3jwC4MG2kHM:&tbnh=135&tbnw=90&ei=nIcPT4axK8ifiAfq9skJ&prev=/search%3Fq%3D%25E6%2588%2591%25E7%259C%258B%25E8%2587%25AA%25E5%25B7%25B1%26start%3D100%26hl%3Dzh-CN%26newwindow%3D1%26safe%3Dstrict%26client%3Daff-cs-360se-channel%26hs%3DTHC%26sa%3DN%26channel%3Dbookmark%26source%3Dhp%26biw%3D986%26bih%3D342%26gbv%3D2%26tbm%3Disch&itbs=1


2－31

Core values and beliefs: highly enduring

supplementary values and beliefs: easy to change Each culture consists of sub-cultures.

Sub-culture：shared values because of

the same environment and experience of

life

Cultural Environment


2－32

III. Responding to the Marketing Environment


2－33

Economic Environment in China (2004)

1. Concessive fast growth (GNP)

2. Increasing consumption

(housing, automobile, education,

IT products, etc.)

3. Government’s attention to the farmer

& rural areas

4. Campaign of exploring the West

5. “Overheating” and Inflation

6. Continuous reform of industries &

companies under the pressure of WTO


2－34

Access to Environmental Information

For Microenvironment information:

Marketing Information System (MIS)

For Microenvironment information:

Environmental scanning (monitoring, forecasting and interpreting issues, trends and events to provide a broad but penetrating view of possible future changes in the macroenvironment.)


2－35

Environmental Management Perspective

Taking a proactive approach by

taking aggressive (rather than passive)

actions to affect the publics and forces

in the marketing environment.

Responding to the Marketing Environment


2－36

How to Respond to

the Marketing Environment

Hire lobbyists

Run “advertorials”

Press law suits

File complaints

Form agreements


2－37

Questions

1. What is(are) the important trend(s) in

Chinese consumers’ concern for

cosmetics?

2. Case Analysis:

“Prius: Leading a Wave of Hybrids”, from

Principles of Marketing 11th ed.

“日本女孩的校服热”，

《市场营销学案例与实践》，第53页。

Documents

Principles of Marketingjpkc.uibe.chinahcm.cn/jingpin/jpkc2007/courses/mkt... · 国际商学院 市场营销学系 2－3 Difference of Two Types of Environment Microenvironment: the

Principles of Marketingjpkc.uibe.chinahcm.cn/jingpin/jpkc2007/courses/mkt... · 国际商学院市场营销学系 2－3 Difference of Two Types of Environment Microenvironment: the