銷售--管理有利潤的客戶關係4(ppt 22頁)（英文版）

銷售--管理有利潤的客戶關係4內容提要:
Objectives
Identify the major trends in the firm’s natural and technological environments.
Know the key changes in the political and cultural environments.
Understand how companies can react to the marketing environment.
Case Study
“Millennial fever” set the stage to bring back the Beetle
VW’s investment: $ 560 million
Demand quickly outstripped supply
The new VW beetle enjoyed cross-generational appeal
Earned many awards
Beetle now accounts for over 25% of company sales
Key Environments
Marketing Environment
The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.
Aspects of the marketing environment:
Microenvironment
Macroenvironment
The Microenvironment
Company
Suppliers
Customer Markets
Competitors
Publics
Marketing Intermediaries
The Microenvironment
Departments within the company impact marketing planning.
Suppliers help create and deliver customer value.
Treat suppliers as partners.
Marketing intermediaries help sell, promote, and distribute goods.
Intermediaries take many forms.
The Macroenvironment
Customer markets must be studied.
Consumer, business, government, reseller and international markets exist.
Successful companies provide better customer value than the competition.
Size and industry position help to determine the appropriate competitive strategy.
Various publics must also be considered.
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