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Chapter 3

Chapter 3. The Marketing Environment. Road Map: Previewing the Concepts. The Company’s Microenvironment The Company’s Macroenvironment Demographic Environment Economic Environment Natural Environment Technological Environment Political and Social Environment Cultural Environment

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Chapter 3

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  1. Chapter 3 The Marketing Environment

  2. Road Map: Previewing the Concepts The Company’s Microenvironment The Company’s Macroenvironment Demographic Environment Economic Environment Natural Environment Technological Environment Political and Social Environment Cultural Environment Responding to the Marketing Environment

  3. Marketing Environment • Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. • Studying the environment allows marketers to take advantage of opportunities as well as to combat threats. • Marketing intelligence and research are used to collect information about the environment.

  4. Marketing Environment • Microenvironment - forces close to the company that affect its ability to serve its customers….它只影響某特定企業 • The company, suppliers, marketing intermediaries, customers, competitors, and publics. • Macroenvironment - larger societal forces that affect the microenvironment….它影響所有企業 • Demographic, economic, natural, technological, political, and cultural forces.

  5. Actors in the Microenvironment

  6. The Company Top Management Finance R&D Purchasing Operations Accounting

  7. Company’s Internal Environment – • Areas inside a company; top management, finance, R&D development, purchasing…. • Affect the marketing department’s planning strategies. • 組織文化：3M成功關鍵『創新文化』 • Post-it, 菜瓜布,防曬貼紙,博士燈,飛機黏著劑.15%法則, 66000個幻想變獲利產品,7%R&D,愈錯愈勇 • 領導風格 • 對行銷的重視程度 • 跨部門的協調與合作 • All departments must “think consumer” and work together to provide superior customer value and satisfaction.

  8. The Microenvironment • Suppliers: • Provide resources needed to produce goods and services. • Important link in the “value delivery system.” • Most marketers treat suppliers like partners – relationship management of suppliers is critical. (eg) 肥前屋饅魚飯

  9. 供應商 • 耐吉的供應網分成兩個階層 • 第一層生產伙伴進行完成品組裝(已開發、開發中、大量生產) • 第二層生產元件供應商(獨立供應商、制約供應商) • 第三層特定元件製造商(特殊且技術性高之元件) • 供應商可能發生的問題 • 缺貨 • 延遲 • 品質差 • 提高價格或價格不穏 • 供應商罷工 生產專利氣墊元的Tetra被Nike 併購

  10. Marketing Intermediaries

  11. Marketing Intermediaries • Help the company to promote, sell, and distribute its goods to final buyers • Resellers  大潤發 • Physical distribution firms  FedEx • Marketing services agencies  廣告代理商 • Financial intermediaries  銀行

  12. Marketing in Action Partnering with Intermediaries Coca-Cola’s partnership efforts help intermediaries to market more effectively. Coca-Cola shares research results related to the beverage market, such as consumer preference and demographic data. They’ve even analyzed creative aspects of drive-through menu board design that could be improved.

  13. The Microenvironment • Competitors: • Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes. • Marketers must do more than simply adapt to the needs of target consumer. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumer. • No single competitive marketing strategy is best for all companies.

  14. iPad熱賣 分食個人電腦市場 2010/10/15 • 市調機構顧能公司（Gartner）和國際數據資訊（ＩＤＣ）新出爐的全球個人電腦（ＰＣ）出貨量，成長率遠不如預期。分析家認為這顯示蘋果平板電腦「iPad」效應顯然正在發燒，全球ＰＣ產業大受衝擊。iPad今年四月開賣，頭三個月就熱銷三百卅萬台，七至九月料將大賣五台，台灣最快十月底上市。 • http://news.chinatimes.com/tech/0,5249,12050901x112010101500193,00.html

  15. 行銷實務：競爭對手蠶食，微軟IE瀏覽器50％市占不保行銷實務：競爭對手蠶食，微軟IE瀏覽器50％市占不保 • 回想10多年前，網路瀏覽器市場幾乎是微軟IE的天下，在新進對手的衝擊下，IE的使用率江河日下，據市調機構最新資料顯示，9月份微軟IE的市占滑落至五成以下。 • 追蹤網路數據的StatCounter表示，9月IE瀏覽器市占降至49.9％，雖IE使用者人數仍高過其他任一瀏覽器，但微軟之外的瀏覽器市占合計，現已超越IE。 • 微軟IE市占率曾有超過90％的風光年代，該公司預先在Windows作業系統安裝IE，更是協助IE鞏固領導勢力，並成功將1990年代的瀏覽器之王網景（Netscape）逼退。微軟此舉也引來美國和歐盟的反托拉斯調查，歐盟甚至要求微軟給予使用者選擇網路瀏覽器的權利，在安裝Windows作業系統時，使用者有權選擇其他業者的瀏覽器。 • 過去幾年來，IE的使用率逐漸下滑，競爭對手瀏覽器的創新程度，也慢慢超越IE，侵蝕IE市占的瀏覽器主要有Mozilla基金會的Firefox、Google的Chrome，以及蘋果Safari。 • StatCounter執行長卡倫（Aodhan Cullen）表示，「這的確是網路瀏覽器大戰的重要里程碑，兩年前IE還能拿下67％的市占率。」

  16. Publics: The Microenvironment Publics are any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective

  17. Types of Publics: Financial Media Government Citizen-action Local General Internal The Microenvironment Social Network

  18. 黑人牙膏改名事件 • 好潔化工最知名的黑人牙膏外銷美國，因為英譯品牌名稱”DARKIE”不適當而遭受部分美國公民抗議。 • ”DARKIE”變成”DARLIE” • 更改外包裝而與白人牙膏混淆

  19. The Microenvironment • Customers: • Five types of markets that purchase a firm’s goods and services. • Each market type has special characteristics that call for careful study by the seller. • Consumer • Business • Reseller • Government • International

  20. Customers The Microenvironment

  21. The Macroenvironment The company and all of the other actors operate in a larger MACROENVIRONMENTof forces that shape opportunities and pose threats to the company.

  22. The Company’s Macroenvironment

  23. Demographic Forces • Demographics: • Changes in demographics mean changes in markets. • The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

  24. Demographic Forces • Changing age structure of the population • The changing American family • Geographic shifts in population • A better-educated, more white-collar, more professional population • Increasing diversity

  25. Demographic Forces • Baby Boomers: • 78 million born between 1946 and 1964. • Equal 28% of population. • Earn more than 50% of all personal income. • Almost 25% belong to racial or ethnic minority. • Spend a lot on anti-aging products and services. • Are likely to postpone retirement.

  26. Marketing in Action Targeting Boomers’ Needs As baby boomers age, their desire for vitality and continued good health will become increasingly important. Many marketers are already attempting to satisfy these needs by developing new goods, drugs, and services.

  27. Generation X: Born between 1965 and 1976. Defined by shared experiences. Skeptical bunch. Cares about the environment. Prize experience, not acquisition. Generation Y: Born between 1977 and 2000. Large disposable income. Comfortable with technology. Tend to be impatient and “Now-Oriented.” Targeted by many product lines. Demographic Forces

  28. 全球吞世代，人小錢大！ • 吞世代 (tweens) 由 teens 與 weens 組成，前者指少年，後者則來自weeny bopper，是指迷戀音樂、穿著時髦的小孩。 • 他們的共同特點：左手按手機、右手握滑鼠、眼睛瞪螢幕、耳朵聽饒舌。 • 出生於1990年代，多為小家庭，父母很「孝順」，經常大方順應他們的要求。 • 60%的品牌決策被吞世代左右，市場價值1.88兆美元(約新台幣65兆) 。(me generation, little emperors) Generation Next iGeneration Net generation Echo Boomers

  29. Marketing in Action Reaching Out to Generation Y The ad shown at left plays to the fact that brands successfully targeting Gen Y are those that are perceived as hip and popular. It also recognizes that Gen Y’scomposition is more racially diverse, with 1 in 3 members considering themselves to be non-Caucasian.

  30. Changing American Family • 58% of all women 16 and older are working or looking for a job. • Many marketers of tires, cars, insurance, travel and financial services target these women.

  31. Marketing in Action Changing American Household DreamDinners was created to help working women who haven’t time to prepare or cook dinner themselves, but who want their families to eat well.

  32. Demographic Forces • 人口成長：亞洲、低開發地區成長快 • 2002台灣： 22,520,776人，其中男性11,485,409人，女生11,035,367人；，出生率1.7 • 年齡結構：學齡前、學齡兒童、青少年、青年人（25-40）、中年人、老年人 • 20-24歲約200萬人，占8.9%；65歲以上占9.7%，到2051年會高逹37% • 家庭組織：非傳統家庭大量成長(離婚率與自殺率亞洲第一) • 教育結構：教育程度高-理性購買為主(大學生比率亞洲第一) • 人口分佈：鄉鎮—都會—鄉鎮

  33. Changes in Income 2005 GDP for Taiwan: $15676 2005 GDP for SK: $16291 Income Distribution Upper class Middle class Working class Underclass 大前研一：中產階級消失、M型社會來臨 Economic Forces • Consists of factors that affect consumer purchasing power and spending patterns. The economic environment can offer both opportunities and threats.

  34. _ + _ + _ + + _ Economic Environment 三、行銷總體環境4/14 恩格爾法則： 家庭所得增加，食物支出比率減少，醫療、運輸、娛樂等比率增加。

  35. Marketing in Action Disney’s Two-Tiered Market 所得分配兩級化； 中產階級消失！ Distinctly different items are targeted to each market.

  36. 消費者信心指數的構成項目有六：1.「 未 來 半 年 國 內 物 價 水 準 」2.「 未來半年家庭經濟狀況」3.「未來半年內國內就業機會」4. 未來金年內國內經濟狀」5.「未來半年內投資股票時機」6.「未來半年內購買耐久產財貨時機」，按月對消費者作抽樣調查。

  37. Natural Forces • Involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. • Factors include: • Shortages of raw materials.原油上漲、能源稅 • Increased pollution.地球暖化減炭生活 • Increased government intervention.防治污染條例 • Environmentally sustainable strategies.環保訴產品

  38. 台灣推估暖化效應 海水升十米可淹掉七個台北市 • 台灣“中央大學”地球科學院與太空及遙測研究中心利用計算機數值仿真推估，周圍海域水位若上升1米，台灣島將有0.4%陸地面積被海水淹沒；海平面上升10米，8.8%陸地面積被淹沒，相當于七個台北市大小。

  39. Marketing in Action Environmental Sustainable Practices Some firms have adopted biodegradable packaging alternatives as part of their environmentallysustainable practices. Mondi Business Paper is one such firm – note that the paper itself is 100% recycled.

  40. Technological Forces • Forces that create new technologies, creating new product and market opportunities. • Most dramatic force now shaping our destiny.

  41. Technological Forces • 科技環境 • 科學技術 (eg)幹細胞、奈米、無性生殖、基因改造…….. 在所有影響行銷未來的外因素當中，科技 因素可能發揮最大的「無法預期影響」 寫道 更多開發新產品的機會、創造全新的產業 不同的行銷方法 、增進行銷效率與成果

  42. Technological Forces • Changes rapidly. • Creates new markets and opportunities, while making other products obsolete. • Challenge to make practical, affordable products. • Safety regulations result in higher research costs and a longer time period between conceptualization and introduction of a product. 每一種新科技都是創造性的破壞

  43. 科技環境變化快速 • 科學技術：幹細胞、奈米、無性生殖、基因改造…….. • 成大環醫所副教授張志欽團隊以老鼠做實驗，發現吸入奈米微粒的老鼠肺部產生發炎水腫，進一步破壞肺組織，後果相當嚴重，如果吸入奈米微粒，對人體會不會產生類似效應令人擔心。 Changes rapidly. Creates new markets and opportunities, while making other products obsolete.

  44. 失憶老人救星 英研發記憶藥丸 • 英國「每日郵報」（Daily Mail）報導，英國醫生正在研發一種可以防治老年記性不好的藥丸。這種藥物主要是用來治療心不在焉而不是腦部疾病，已在動物身上測試過，預計明年可以進行人體試驗，如果成功，5年內便可以上市。 • 愛丁堡大學（Edinburgh University）主持這項研究的塞可（Jonathan Seckl）教授說：「委婉來說，有1/3的老人有輕度知能障礙（mild cognitiveimpairment）。」 • 這種問題的部分原因是因為壓力荷爾蒙（stresshormone）偏高，包括可體松（cortisol）在內，會損壞大腦的「記憶中心」。藥丸來避免這種問題發生。這種稱為UOE1961的藥丸，可提升年長老鼠的記憶力，它們在記憶與學習能力測驗的表現，跟年輕老鼠一樣好。實驗老鼠只接受兩個星期的試驗，就有了上述表現。 • 以前老師教我們，喪失記憶力是無法恢復的。」目前還不知道UOE1961的副作用。不過，有利的是，降低壓力荷爾蒙對心臟也比較好。 • 這種藥只有對老化的腦袋有效，也就是說，吃這種藥不能幫助年輕人通過考試。（譯者：中央社張曉雯）991013

  45. Political and Social Forces Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions Cause-Related Marketing

  46. Marketing in Action Diet Canada Dry – Cause-Related Marketing Canada Dry donated $ .10 to the Juvenile Diabetes Research Foundation of Canada for every 2 liter bottle & 12 pack sold during the promotional period. Learn more about the multi-tiered campaign by visiting the Web site. http://www.opticom-marketing.com/case-study-canada-dry.php

  47. Cause-related marketing • The Pantene Beautiful Lengths campaign encourages people to cut and donate their healthy hair to create free wigs for women who have lost their hair to cancer treatment.(24000 donated ponytails and more than 3000 free wigs have been distributed through the ACS)

  48. Political Forces • 政府管制或對企業立法的主要目的： • 保護公司免於不公平競爭 • 保護消費者免於不當的企業運作 • 保護社會的利益 • 市售染髮劑7成含過敏原，消基會提醒孕婦及哺乳中的媽媽勿使用永久性染髮劑。 • 免洗杯標示不清 微波加熱恐致癌傷 • （中央社記者徐毓莉台北二十日電）行政院消費者保護委員會查核遭民眾檢舉的傳統市場素食店，在抽檢十九件素食樣品中，有十二件被檢驗出含豬、雞肉、牛製品、魚等，素食摻葷的比例達百分之六十三。

  49. Q and A • 與行銷有關的法令有那些? • 關稅法、商標法、促進產業升級條例、文化資產保存法、水污染防治法、農產品市場交易法、商品檢驗法、專利法、水土保持法、標準法、營業秘密法、工廠法、公平交易法(1992)、消費者保護法(1994)、智慧財產權保護法、商港法、營業稅法…等，族繁不及備載。

  50. 最新消息 • 法著名香水聯手抬價，被法國公平會罰17.8億 • 公平會指出，從1997至2000年，13家香水和化粧品公司以及三家零售商聯手哄抬物價 • 美逾半高中生因聴 iPod 調到最大聲，聴力受損 • 美語言聴力學會調查：中學生看電視之音量高、要求重複對話、和耳鳴的情況…政府應重視暢銷科技產品對聽力可能產生的影響

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