国际市场营销英文版.ppt

2.3 Macroenvironmentmacroenviroment:P-political environment E-economic S-sociocultural T-technological N-natural environment P-population environment2.3.1 Political-legal environment An organization doesnt function strictly by its own set of rules.It has to serve its customers as well as special interest groups;together,these comprise the political-legal environment.Political-legal environment influences marketing strategies through laws,regulations and political pressures.Political pressure This pressure may exist in global marketers.They are affected by agreements between countries and by the laws in countries in which the operate.Some of the more vital political and legal factors in the global environment are international trade agreements.Law and regulations The marketing activities covered by laws and regulations including product testing,packaging,pricing,advertising,and sales to minors.Everything has to sides.So is the influences of laws and regulations.They can limit marketing activities but also be a source of opportunity for organizations that provide goods and services.Economic EnvironmentI The economic environment for marketing comprises the overall economyII It includes:Business cycles Spending patterns Consumer income issuesBusiness cycles and Spending patterns Spending patterns are linked to the business cycle.The level of business activity that moves from prosperity to recession,to recovery.Prosperity production employment demand Recession production employment demand Recovery production employment demand Consumer Income It influences whether or not consumers buy products Sociocultural EnvironmentSociocultural environmrnt 1)high persistence core cultural values 2)existence of subcultures 3)shift of secondary cultural values through time The people living in a particular society hold many core beliefs and values that tend to persist,and the beliefs are passed on parents,schools,religious,government,business,groups.For example:the government of singapor encourage the people speak mandarin.Various groups shared different values emerging form their special life experience or circumstance.Existence of subculture exhibit different wants and consumption behavior,so markets can choose subcultures as their target market.Shift of Secondary Cultural Values throughTime:for example in Guangzhou,the attitude of Chinese youths change during these years.Technological EnvironmentIt provides important opportunities to improve customer valueScientific knowledge Research Inventions making up elements innovationsThe most important thing for firms is keeping up with technology changes and catching the opportunities Natural EnvironmentThe effect of natural environment:1)operation of the company 2)the structure of the area economy 3)the environment of the local economy 4)the environment of the local population and so onThe enterprises are faced with the problems:the shortages of the natural resoures the pollution of the natural environment The solution:1、setting up the green marketing concept 2、sustainable development Population EnvironmentPopulation environment including:age quantity sex income the state of education race and so onFacing the problem:the population aging此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！