營(yíng)銷(xiāo)環(huán)境分析

第3章AnalyzingtheMarketingEnvironment營(yíng)銷(xiāo)環(huán)境分析

第3章AnalyzingtheMarket1休息站：概念預(yù)覽

RestStop:PreviewingtheConcepts描述影響公司向客戶提供服務(wù)能力的環(huán)境因素Describetheenvironmentalforcesthataffectthecompany’sabilitytoserveitscustomers掌握環(huán)境中的人口和經(jīng)濟(jì)因素是如何影響營(yíng)銷(xiāo)決策的Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions確定公司自然和技術(shù)環(huán)境的主要趨勢(shì)Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments了解政治和文化環(huán)境的主要變化Explainthekeychangesinthepoliticalandculturalenvironments了解公司對(duì)營(yíng)銷(xiāo)環(huán)境的反應(yīng)情況Discusshowcompaniescanreacttothemarketingenvironment3-2休息站：概念預(yù)覽

RestStop:Previewin2第一站:YouTube:適應(yīng)快速變化的市場(chǎng)環(huán)境FirstStop:YouTube:AdaptingtotheFast-ChangingMarketingEnvironment始于2005年Beginsin2005分享質(zhì)量較差的用戶自制視頻Forsharinglow-qualityhomemadevideoclips適應(yīng)市場(chǎng)環(huán)境的變化Adaptstothemarket提供電影和電視節(jié)目ProvidesaccesstofilmsandTVepisodes鼓勵(lì)原創(chuàng)視頻Spurscreationoforiginalcontent創(chuàng)建一些特殊興趣的頻道Createsniche,special-interestchannels引進(jìn)手機(jī)發(fā)布平臺(tái)Introducesamobileapp開(kāi)發(fā)一個(gè)廣告模式Developsanadvertisingmodelforthesite3-3第一站:YouTube:適應(yīng)快速變化的市場(chǎng)環(huán)境First3

營(yíng)銷(xiāo)環(huán)境能夠?qū)ζ髽I(yè)建立、維持與目標(biāo)客戶之間良好關(guān)系的，存在于營(yíng)銷(xiāo)活動(dòng)之外的因素和力量。3-4MarketingenvironmentTheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers營(yíng)銷(xiāo)環(huán)境能夠?qū)ζ髽I(yè)建立、維持與目標(biāo)客戶之間良好關(guān)系的，存在4營(yíng)銷(xiāo)環(huán)境MarketingEnvironment熟悉營(yíng)銷(xiāo)環(huán)境使?fàn)I銷(xiāo)人員有效的利用各種機(jī)會(huì)，對(duì)抗威脅。Studyingthemarketingenvironmentallowsmarketerstotakeadvantageofopportunitiesandcombatthreats營(yíng)銷(xiāo)信息和研究用于收集有關(guān)營(yíng)銷(xiāo)環(huán)境的信息Marketingintelligenceandresearchareusedtocollectinformationabouttheenvironment3-5營(yíng)銷(xiāo)環(huán)境MarketingEnvironment熟悉營(yíng)銷(xiāo)5微觀環(huán)境指營(yíng)銷(xiāo)公司為消費(fèi)者提供服務(wù)且與公司有密切關(guān)系的因素，包括公司本身、供應(yīng)商、中間商、消費(fèi)者、競(jìng)爭(zhēng)對(duì)手和公眾。3-6MicroenvironmentTheactorsclosetothecompanythataffectitsabilitytoserveitscustomers—thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics微觀環(huán)境指營(yíng)銷(xiāo)公司為消費(fèi)者提供服務(wù)且與公司有密切關(guān)系的因素，6圖3.1-微觀環(huán)境的參與者Figure3.1-ActorsintheMicroenvironment3-7圖3.1-微觀環(huán)境的參與者Figure3.1-A7Othercompanygroupsmustbeconsideredwhendesigningmarketingplans在制定營(yíng)銷(xiāo)計(jì)劃時(shí)，營(yíng)銷(xiāo)管理者需要公司其他人員和部門(mén)配合

Marketingdecisionsaremadewithinthebroaderstrategiesmadebytopmanagement高層管理者確定了公司目標(biāo)、使命、戰(zhàn)略和政策。Marketingdecisionsaremadewithinthebroaderstrategiesmadebytopmanagement

所有部門(mén)都要承擔(dān)了解客戶的需求、為客戶創(chuàng)造價(jià)值的責(zé)任。3-8TheMicroenvironment–TheCompany微觀環(huán)境–公司3-8TheMicroenvironment–The8微觀環(huán)境-供應(yīng)商提供了生產(chǎn)高質(zhì)量產(chǎn)品所必需的資源歐萊雅建立了與供應(yīng)商建立了長(zhǎng)期的互惠互利和共同增長(zhǎng)的關(guān)系。

3-9ProvideresourcesneededtoproducegoodsandservicesL’Oréalbuildslong-termsupplierrelationshipsbasedonmutualbenefitandgrowth微觀環(huán)境-供應(yīng)商歐萊雅建立了與供應(yīng)商建立了長(zhǎng)期的互惠互利和9微觀環(huán)境–營(yíng)銷(xiāo)中介幫助公司向最終顧客促銷(xiāo)、出售和分銷(xiāo)產(chǎn)品的商業(yè)單位Firmsthathelpthecompanypromote,sell,anddistributeitsgoodstofinalbuyers轉(zhuǎn)銷(xiāo)商Resellers實(shí)體分銷(xiāo)商Physicaldistributionfirms營(yíng)銷(xiāo)服務(wù)機(jī)構(gòu)Marketingservicesagencies金融中介Financialintermediaries3-10TheMicroenvironment–MarketingIntermediaries微觀環(huán)境–營(yíng)銷(xiāo)中介幫助公司向最終顧客促銷(xiāo)、出售和分銷(xiāo)產(chǎn)品的10微觀環(huán)境-競(jìng)爭(zhēng)者

TheMicroenvironment-Competitors公司必須向顧客提供比競(jìng)爭(zhēng)對(duì)手更大的客戶價(jià)值并使客戶滿意Acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo完全不同于競(jìng)爭(zhēng)產(chǎn)品在消費(fèi)者心中位置的產(chǎn)品定位Thecompanymustpositionitsofferingsstronglyagainstcompetitors’offeringsinthemindsofconsumers3-11微觀環(huán)境-競(jìng)爭(zhēng)者

TheMicroenvironment11微觀環(huán)境–公眾

TheMicroenvironment-Publics任何對(duì)組織實(shí)現(xiàn)其目標(biāo)的能力具有影響的群體Anygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives

金融公眾Financialpublics媒體公眾Mediapublics政府公眾Governmentpublics市民組織公眾Citizen-actionpublics當(dāng)?shù)毓奓ocalpublics普通公眾Generalpublic內(nèi)部公眾、Internalpublics

3-12微觀環(huán)境–公眾

TheMicroenvironment12微觀環(huán)境-公眾

寶潔公司汰漬品牌的希望的重?fù)?dān)強(qiáng)調(diào)了社區(qū)公眾的重要性。活動(dòng)中，他清洗，烘干并且疊置哪些收到地區(qū)疾病侵襲的家庭的衣服。3-13TheMicroenvironment-PublicsRecognizingtheimportanceofcommunitypublics,P&G’sTideLoadsofHopeprogramwashes,dries,andfoldsloadsofclothesforfamiliesstruckbylocaldisasters微觀環(huán)境-公眾

寶潔公司汰漬品牌的希望的重?fù)?dān)強(qiáng)調(diào)了社區(qū)公眾13微觀環(huán)境-顧客TheMicroenvironment-Customers3-14消費(fèi)者市場(chǎng)Consumermarkets為了個(gè)人消費(fèi)而購(gòu)買(mǎi)產(chǎn)品和服務(wù)的個(gè)人和家庭Buyforpersonalconsumption企業(yè)市場(chǎng)Businessmarkets為生產(chǎn)過(guò)程需要而購(gòu)買(mǎi)產(chǎn)品和服務(wù)的市場(chǎng)Buyforuseinproductionprocesses轉(zhuǎn)銷(xiāo)商市場(chǎng)Resellermarkets為了再次銷(xiāo)售而購(gòu)買(mǎi)產(chǎn)品和服務(wù)的市場(chǎng)Buytoresellataprofit政府市場(chǎng)Governmentmarkets為了公共服務(wù)或者將產(chǎn)品/服務(wù)轉(zhuǎn)換到需要的人手里而購(gòu)買(mǎi)產(chǎn)品/服務(wù)的政府機(jī)構(gòu)Buyforpublicpurposes國(guó)際市場(chǎng)Internationalmarkets其他國(guó)家的購(gòu)買(mǎi)者Buyersinothercountries微觀環(huán)境-顧客TheMicroenvironment-14MacroenvironmentConsistsofthebroaderforcesthataffecttheactorsinthemicroenvironment3-15

3-15宏觀環(huán)境宏觀環(huán)境是指影響微觀環(huán)境中行動(dòng)者更廣泛的因素。MacroenvironmentConsistsofth15Figure3.2-ActorsintheMacroenvironment

圖3.2-公司宏觀環(huán)境的參與者3-16Figure3.2-ActorsintheMac16TheDemographicEnvironment

人口因素Demography:Thestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatistics人口統(tǒng)計(jì)學(xué):研究人口的數(shù)量、密度、所在地、年齡、性別、種族、職業(yè)和其他的統(tǒng)計(jì)變量。ThechangingagestructureoftheU.S.populationisasignificantdemographictrend這里主要討論一下美國(guó)的人口趨勢(shì)變化

3-17TheDemographicEnvironment

人口17BabyBoomers

“嬰兒潮”一代

78millionpeoplebornbetween1946and19641946至1964年間，共有7800萬(wàn)人出生Wealthiestgenerationinhistory美國(guó)歷史上最富的一代人Accountfor50%ofconsumerspending消費(fèi)水平大約是總消費(fèi)水平的50%Hold?ofthenation’sfinancialassets擁有美國(guó)75%的金融資產(chǎn)Recessionhitbabyboomershard,eatingintosavingsandretirementprospects經(jīng)濟(jì)衰退給嬰兒潮這一代人帶來(lái)了沉重的打擊，股價(jià)和房?jī)r(jià)的暴跌影響到了他們的儲(chǔ)蓄存款和退休前景

Representstrongtargetsforfinancialservices代表了這代人需要更多的理財(cái)服務(wù)3-18BabyBoomers

“嬰兒潮”一代78milli18GenerationX

X世代

49million,bornfrom1965to1976在1965～1976年間出生的4900萬(wàn)名嬰兒

Mosteducatedgenerationtodate受過(guò)良好教育的一代人

Lessmaterialisticthanothergroups并不是物質(zhì)主義者Skepticalofmarketing從營(yíng)銷(xiāo)的觀點(diǎn)，X世代是持懷疑態(tài)度的群體Carefulspenders謹(jǐn)慎地消費(fèi)Virginiatourismnowaimsitswell-known“VirginiaisforLovers”campaignatGenXerfamilies,whowantnewexperiencesclosetohome弗吉尼亞旅游現(xiàn)在將其著名的“弗吉尼亞是給情人的”活動(dòng)定位于X一代家庭，這一代人需要新的和家相關(guān)的體驗(yàn)。“愛(ài)，是弗吉尼亞假期的核心。”

3-19GenerationX

X世代49million,19Millennials

Y世代

83million,bornbetween1977and2000生于1977～2000年間，子女?dāng)?shù)量達(dá)到8300萬(wàn)

$733billioninpurchasingpower總購(gòu)買(mǎi)力超過(guò)7330億美元Ethnicallydiverse分為不同種群Fluentwithdigitaltechnology熟悉數(shù)字技術(shù)Personalizationandproductcustomizationarekeytomarketingsuccess個(gè)性化與產(chǎn)品定制是營(yíng)銷(xiāo)成功的關(guān)鍵3-20Millennials

Y世代83million,b20MillennialsY世代

TheKedscampaign—“HowDoYouDo?”—engagesMillennialsthroughprintads,amicroWebsite,YouTubevideos,Twitter,Facebook,brandambassadors,artists,andamobilecampustour3-21MillennialsY世代TheKedscampa21FuelforThought

思考Domarketersneedtocreateseparateproductsandmarketingprogramsforeachgeneration?營(yíng)銷(xiāo)人員是否應(yīng)該就不同時(shí)代的人群采取不同的市場(chǎng)營(yíng)銷(xiāo)策略？Discussproductsorservicesforwhichgenerationalmarketingwillbeeffectiveandthoseforwhichothertypesofsegmentationaremoreappropriate.討論向哪一代人營(yíng)銷(xiāo)的產(chǎn)品或服務(wù)是有效的，哪一種市場(chǎng)細(xì)分是更恰當(dāng)?shù)模?-22FuelforThought

思考Domarketer22TheChangingAmericanFamily

變化的美國(guó)家庭Traditionalhouseholdsindecline傳統(tǒng)的家庭結(jié)構(gòu)正在逐漸消失Marriedcoupleswithchildren=23%結(jié)婚并有孩子的夫婦僅占家庭總數(shù)的23%Non-traditionalhouseholdsaregrowing非傳統(tǒng)的家庭結(jié)構(gòu)數(shù)量在增加Marriedwithoutchildren=29%已婚但沒(méi)有孩子的父母占29%

Singleparents=17%單親家庭占17%Non-familyhouseholds=32%不完整的家庭占32%（單身或同居）Moreworkingwomenandstay-at-homedads職業(yè)女性與待在家里爸爸們的數(shù)量在大幅上升3-23TheChangingAmericanFamily

變23GeographicShiftsinPopulation

人口地理的變動(dòng)

About15percentofU.S.residentsmoveeachyear美國(guó)每年的流動(dòng)人口是其常住人口的13%

PopulationshifttowardtheSunbeltstates美國(guó)的人口向陽(yáng)光地帶遷移

MidwestandNortheastlosingpopulation中西部和東北部的人口在急劇降低Peoplemovingtosuburbsandmicropolitan

areas人口遷往郊區(qū)與小城市Increasingnumbersoftelecommuters通過(guò)電話、互聯(lián)網(wǎng)交流的人數(shù)激增

BoomingSOHOmarket迅速發(fā)展的SOHO市場(chǎng)3-24GeographicShiftsinPopulatio24GeographicShiftsinPopulation

人口地理的變動(dòng)

CiscotargetsthegrowingtelecommutermarketwithWebEx,whichletspeoplemeetandcollaborateonline,nomatterwhattheirworklocation思科通過(guò)WebEx進(jìn)入日漸增長(zhǎng)的移動(dòng)用戶，WebEx能讓人們隨時(shí)隨地在網(wǎng)絡(luò)上進(jìn)行會(huì)議和協(xié)作3-25GeographicShiftsinPopulatio25AMoreWhite-CollarPopulation

白領(lǐng)專業(yè)人群

U.S.populationbecomingbettereducated美國(guó)人的教育文化程度普遍較高

Workforcebecomingmorewhite-collar白領(lǐng)階層的數(shù)量在上升Jobgrowthstrongestforprofessionalworkersandweakestformanufacturingworkers專業(yè)人士的工作增長(zhǎng)形勢(shì)是最好的，制造工人的形勢(shì)是最壞的。

Numberofprofessionalworkersexpectedtoincrease專業(yè)人士的數(shù)量預(yù)計(jì)會(huì)持續(xù)增加3-26AMoreWhite-CollarPopulation26IncreasingDiversity

日益多樣化

Ethnicgroupshavemixedtogetherbutmaintaineddiversitybyretainingculturaldifferences各種各樣的民族混合到一起，但他們?nèi)匀煌ㄟ^(guò)保留并重視不同民族與種族間的區(qū)別來(lái)維持自身的多樣性。Anattractivediversitysegmentformarketersisthe54millionU.S.adultswithdisabilities具有吸引力的分類(lèi)為5400萬(wàn)的美國(guó)成年殘疾人Manymajorcompaniesalsoexplicitlytargetgayandlesbianconsumers對(duì)營(yíng)銷(xiāo)人員許多大公司也明確將男同性戀和女同性戀作為目標(biāo)消費(fèi)者

Marketersdesignproducts,ads,andpromotionsfordifferentgroups營(yíng)銷(xiāo)人員為不同的人群設(shè)計(jì)不同的產(chǎn)品、廣告和促銷(xiāo)方法。3-27IncreasingDiversity

日益多樣化Eth27IncreasingDiversity

殘疾人市場(chǎng)SamsungfeaturespeoplewithdisabilitiesinitsmainstreamadvertisingandsignsendorsementdealswithParalympicathletes三星公司以殘疾人為專題制作了廣告并且和殘奧會(huì)簽署了認(rèn)可協(xié)議。3-28IncreasingDiversity

殘疾人市場(chǎng)Sams28TheEconomicEnvironment

經(jīng)濟(jì)環(huán)境Economicfactorsthataffectconsumerpurchasingpowerandspendingpatterns影響顧客購(gòu)買(mǎi)力和購(gòu)買(mǎi)方式的經(jīng)濟(jì)因素。3-29Industrialeconomies工業(yè)經(jīng)濟(jì)Richmarketsformanydifferentkindsofgoods不同種類(lèi)的產(chǎn)品都有豐富的市場(chǎng)Subsistenceeconomies自給自足經(jīng)濟(jì)ConsumemostoftheirownagriculturalandindustrialoutputOfferfewmarketopportunities消費(fèi)了大量自己所生產(chǎn)的農(nóng)業(yè)和工業(yè)產(chǎn)品提供少量市場(chǎng)機(jī)會(huì)Developingeconomies發(fā)展中經(jīng)濟(jì)Offeroutstandingmarketingopportunitiesfortherightkindsofproducts為生產(chǎn)合適種類(lèi)的產(chǎn)品提供了良好的市場(chǎng)機(jī)會(huì)TheEconomicEnvironment

經(jīng)濟(jì)環(huán)境E29ChangesinConsumerSpending顧客消費(fèi)模式的變化Changesinspending1990s—consumptionfrenzy,recorddebtEconomiccrisisleadstoconsumerfrugalityValuemarketingiskeytosuccess消費(fèi)行為的改變20世紀(jì)90年代—消費(fèi)狂潮，債務(wù)高漲經(jīng)濟(jì)危機(jī)導(dǎo)致消費(fèi)者節(jié)儉價(jià)值營(yíng)銷(xiāo)是成功的關(guān)鍵3-30ChangesinConsumerSpending顧客30IncomeDistribution收入和消費(fèi)的改變Top5percentofAmericanearnersgetnearly22percentofthecountry’sadjustedgrossincomeBottom40percentofAmericanearnersgetjust12.6percentofthetotalincomeUnequaldistributionofincomehascreatedatieredmarket收入靠前的5%的美國(guó)人賺取了國(guó)民總收入的22%底層的40%的工薪階層獲得了12.6%的國(guó)民總收入不平等的收入分配創(chuàng)造了一個(gè)階層市場(chǎng)3-31IncomeDistribution收入和消費(fèi)的改變Top31IncomeDistribution收入和消費(fèi)的改變TocaptureIndia’sgrowingmiddleclass,TataMotorsintroducedthesmall,affordableTataNano為了占領(lǐng)印度不斷增長(zhǎng)的中產(chǎn)階級(jí)，塔塔汽車(chē)公司推出了小型且廉價(jià)的Nano汽車(chē)3-32IncomeDistribution收入和消費(fèi)的改變To32TheNaturalEnvironment自然環(huán)境Involvesnaturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivities自然環(huán)境涉及營(yíng)銷(xiāo)人員需要投入要素，或者被營(yíng)銷(xiāo)活動(dòng)所影響的自然資源3-33TheNaturalEnvironment自然環(huán)境Inv33Keytrendsinclude:ShortagesofrawmaterialsIncreasedpollutionIncreasedgovernmentinterventionFirmsfocusoncreatingenvironmentallysustainablestrategies幾個(gè)主要趨勢(shì):原材料的匱乏污染增加政府加大自然資源管理干預(yù)度許多公司都注重創(chuàng)造環(huán)境可持續(xù)性戰(zhàn)略3-34Keytrendsinclude:3-3434Environmentalsustainability環(huán)境可持續(xù)性Developingstrategiesandpracticesthatcreateaworldeconomythattheplanetcansupportindefinitely制定合理的環(huán)境戰(zhàn)略來(lái)努力創(chuàng)造這個(gè)星球能永續(xù)支持的世界經(jīng)濟(jì)3-35Environmentalsustainability環(huán)境35TheNaturalEnvironment

自然環(huán)境3-36PepsiCoreducesitsfootprintAsolar-panelfieldgeneratesheatusedinFrito-Lay’sSunChipsplantSunChipscomeintheworld’sfirst100%compostablepackage百事公司努力減少其環(huán)境印記SunChips四分之三的能源來(lái)自于太陽(yáng)能領(lǐng)域SunChips生產(chǎn)世界上首個(gè)100％可溶解包裝

TheNaturalEnvironment

自然環(huán)境3-36TheNaturalEnvironment

自然環(huán)境3-37PepsiCoreducesitsfootprint（百事公司努力減少其環(huán)境印記）Asolar-panelfieldgeneratesheatusedinFrito-Lay’sSunChipsplant（SunChips四分之三的能源來(lái)自于太陽(yáng)能領(lǐng)域）SunChipscomeintheworld’sfirst100%compostablepackage(SunChips生產(chǎn)世界上首個(gè)100％可溶解包裝)TheNaturalEnvironment

自然環(huán)境3-37TheTechnologicalEnvironment

技術(shù)環(huán)境Companiesthatdonotkeepupwithtechnologicalchangeswillsoonfindtheirproductsoutdated(跟不上技術(shù)變革的公司，很快就會(huì)發(fā)現(xiàn)自身的產(chǎn)品過(guò)時(shí)了)Marketersshouldbeawareofgovernmentregulationswhenapplyingnewtechnologiesanddevelopingnewproducts(營(yíng)銷(xiāo)人員在應(yīng)用新技術(shù)和開(kāi)發(fā)新產(chǎn)品時(shí)要注意政府的規(guī)定)3-38TheTechnologicalEnvironment

383-39創(chuàng)造新技術(shù)、新產(chǎn)品和市場(chǎng)機(jī)會(huì)的力量3-39創(chuàng)造新技術(shù)、新產(chǎn)品和市場(chǎng)機(jī)會(huì)的力量39TheTechnologicalEnvironment

技術(shù)環(huán)境ManyfirmsuseRFIDtechnologytotrackproductsthroughvariouspointsinthedistributionchannel許多公司已經(jīng)利用RFID技術(shù)通過(guò)各個(gè)分布感應(yīng)頻道來(lái)跟蹤產(chǎn)品3-403-40WalmartencouragessuppliersshippingproductstoitsdistributioncenterstoapplyRFIDtagstotheirpallets

沃爾瑪強(qiáng)烈建議所有供貨商把產(chǎn)品送到其分配中心，給他們的托盤(pán)貼上RFID標(biāo)簽TheTechnologicalEnvironment

40ThePoliticalandSocialEnvironment

政治和社會(huì)環(huán)境Includeslaws,governmentagencies,andpressuregroupsthatinfluenceorlimitvariousorganizationsandindividualsinagivensociety政治環(huán)境由法律、政府機(jī)構(gòu)和影響、制約各種組織及個(gè)體的壓力集團(tuán)構(gòu)成。3-41ThePoliticalandSocialEnvir41Businesslegislationisenacted:ToprotectcompaniesfromeachotherToprotectconsumersfromunfairbusinesspracticesToprotecttheinterestsofsocietyagainstunrestrainedbusinessbehavior首先是保護(hù)公司第二個(gè)目的是在不公平的商業(yè)活動(dòng)中保護(hù)顧客第三個(gè)目的是保護(hù)社會(huì)利益Businesslegislationisenacte42SociallyResponsibleBehavior

社會(huì)責(zé)任行為Activelyseekoutwaystoprotectthelong-runinterestsofconsumersandtheenvironmentDeveloppoliciesandotherresponsestoaddresssocialresponsibilityissues通過(guò)積極地尋找各種方法來(lái)保護(hù)消費(fèi)者和環(huán)境的長(zhǎng)遠(yuǎn)利益制定各種政策以及其他反應(yīng)措施來(lái)應(yīng)對(duì)復(fù)雜的社會(huì)責(zé)任問(wèn)題3-43SociallyResponsibleBehavior

43Cause-RelatedMarketing

公益營(yíng)銷(xiāo)Toexercisetheirsocialresponsibilityandbuildmorepositiveimages,manycompaniesarenowlinkingthemselvestoworthwhilecauses為了履行社會(huì)責(zé)任和建立良好的企業(yè)形象，許多公司都積極地與那些有意義的活動(dòng)相聯(lián)系。1-443-44TOMSShoespledges:“Nocomplicatedformulas,it’ssimple...youbuyapairofTOMSandwegiveapairtoachildonyourbehalf.”湯姆斯鞋業(yè)承諾：“沒(méi)有復(fù)雜的公式，它很簡(jiǎn)單…您購(gòu)買(mǎi)一雙湯姆斯的鞋，我們會(huì)為孩子以您的名義捐贈(zèng)一雙。Cause-RelatedMarketing

公益營(yíng)銷(xiāo)To44文化環(huán)境文化環(huán)境由能夠影響社會(huì)基礎(chǔ)價(jià)值、觀念、喜好和行為的制度和其他組織力量構(gòu)成。3-45文化環(huán)境文化環(huán)境由能夠影響社會(huì)基礎(chǔ)價(jià)值、觀念、喜好和行為的制45CulturalenvironmentInstitutionsandotherforcesthataffectsociety’sbasicvalues,perceptions,preferences,andbehaviors3-46CulturalenvironmentInstitutio46文化環(huán)境核心信仰和價(jià)值觀從父輩繼承給后輩

通過(guò)學(xué)校、宗教、商業(yè)和政府加以強(qiáng)化亞文化和價(jià)值觀相比較核心信仰，亞文化更容易改變 3-47文化環(huán)境核心信仰和價(jià)值觀3-4747TheCulturalEnvironmentCorebeliefsandvaluesPassedonfromparentstochildrenReinforcedbyschools,churches,business,andgovernmentSecondarybeliefsandvalues

Moreopentochangethancorebeliefs 3-48TheCulturalEnvironmentCoreb48文化環(huán)境一個(gè)社會(huì)的主流文化價(jià)值觀通過(guò)以下方式表達(dá)：人的自我觀人的他人觀人的組織觀人的社會(huì)觀人的自然觀人的宇宙觀3-49文化環(huán)境一個(gè)社會(huì)的主流文化價(jià)值觀通過(guò)以下方式表達(dá)：3-4949TheCulturalEnvironmentSociety’smajorculturalviewsareexpressedinpeople’sviewsof:ThemselvesOthersOrganizationsSocietyNatureTheuniverse3-50TheCulturalEnvironmentSociet50營(yíng)銷(xiāo)實(shí)踐百事煥新計(jì)劃讓“行善”成為百事使命和定位的一個(gè)主要因素。該項(xiàng)目設(shè)立了幾千美元，獎(jiǎng)勵(lì)有價(jià)值的想法3-51營(yíng)銷(xiāo)實(shí)踐3-5151MarketingatWorkThePepsiRefreshProjectmakes“doinggood”amajorelementofthebrand’smissionTheprojectawardsthousandsofdollarsingrantstofundworthwhileideas3-52MarketingatWorkThePepsiRef52對(duì)營(yíng)銷(xiāo)環(huán)境的反應(yīng)反應(yīng)性公司–被動(dòng)的對(duì)營(yíng)銷(xiāo)環(huán)境的變化做出反應(yīng)前瞻性公司–通過(guò)影響公眾的行為來(lái)管理營(yíng)銷(xiāo)環(huán)境3-53對(duì)營(yíng)銷(xiāo)環(huán)境的反應(yīng)反應(yīng)性公司–被動(dòng)的對(duì)營(yíng)銷(xiāo)環(huán)境的變化做出反53Respondingtothe

MarketingEnvironm