行销管理授课讲义（推荐ppt182）.ppt

行銷管理/邱 行銷管理授課講義 邱志聖 政大國貿系 行銷環境概論 環境產生市場機會與威脅 Affects Market Size Direct Influences on Specific Marketing Activities 環境監視（Environmental Scanning） Identifying relevant factors and trends and assessing their potential impact on organization’s markets and marketing activities Developing Marketing Strategy Selecting and Analyzing a Target Market Creating and Maintaining a Marketing Mix Product place price promotion 行銷所面對的大環境 社會環境 人口統計環境 文化環境 經濟環境 政治與法律環境 技術環境 競爭環境 機構環境 社會環境(I) 人口統計環境 Population growth Population Density Urbanization Age Structure 家庭結構 Double income, Core family, Single parent 社會環境(II) 文化環境 Cultural diversity Changing roles Emphasize on health and fitness Desire for convenience Consumerism Environmentalism Popular culture 經濟環境 Income GDP Per capita income Disposable income Income distribution Wealth Economy growth 政治與法律環境 全球政治環境 Toward free market economies Free trade WTO, EU, NAFTA, APEC Embargoes and sanctions are still used frequently 法律環境 公平交易法 限制競爭行為 不公平競爭行為 不當多層次傳銷 消費者保護法 食品衛生相關法律 技術環境 Internet Communication Technology Transportation Technology Product Technology Vs. Process Technology 競爭環境 品牌競爭者 產品競爭者 競爭的五個來源(Porter 1980) Bargaining power of buyers Bargaining power of suppliers Substitutes Potential entrants Rivalry Among existing firms 機構環境 定義 Consist of all the organizations involved in marketing products and services 包含 Marketing research firms, advertising agencies, wholesalers, retailers, suppliers, and customers 趨勢 Downsizing (outsourcing) Consolidation (for EOS) Virtual organizations Relationship perspectives 策略計畫（The Strategic Planning） 組織階層（Organizational Levels） 總公司階層(Corporate) Corporate strategic plan 事業單位階層(Business) Business strategic plan 功能單位階層(Marketing) Marketing strategic plan 總公司所要制訂的策略決策（Corporate Strategy Decisions） Vision Objectives and resource allocation Corporate growth strategies Business-Unit Composition Vision 核心價值（Core value） Are the small set of guiding principles that represent the enduring tenets of an organiza