国际市场营销微观环境(中英文).pptx

市场营销的微观环境企业竞争者供应商营销中介顾客图 市场营销的微观环境结构 1 pany 公司内部环境Consistent with the plans made by top managementInternal management Work closely with other department managementdepartmentsFinancePurchasingManufacturingResearch development 4Pmarketing mix产品策略价格策略促销策略分销策略 2.Suppliers L‘Oreal Group 欧莱雅集团是?财富?世界500强之一，世界著名化装品生产厂家，创立于1907年。历经近一个世纪的努力，欧莱雅已从一个小型家庭企业跃居世界化装品行业的领头羊。欧莱雅集团的事业普及150多个国家和地区，在全球拥有283家分公司及100多个代理商，欧莱雅集团在全球还拥有50,491名员工、42家工厂和500多个优质品牌。作为全球最大的化装品集团，欧莱雅在近一个世纪的历程里，不遗余力地为满足世界各国人民对美的追求而奋斗；同样肩负着这一崇高使命，欧莱雅于1997年正式来到中国。 目前其各类化装品行销全世界，广受欢送。除化装品外，该集团还经营高档消费品，并从事制药和皮肤病研究。产品有化装品，染发用品，护肤品，防晒用品，彩妆，淡香水，香水和高档消费品。 现在欧莱雅集团最大的两大股东是欧莱雅品牌创始人的独生女贝当古夫人和雀巢集团。 Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the company’s overall customer “value delivery system.〞 12One consideration is to watch supply availability (such as supply shortages). Another point of concern is the monitoring of price trends of key inputs. Rising supply costs must be carefully monitored Supplier problems, such as delivery, price and quality etc., can seriously affect marketing. 3. Marketing Intermediaries ★ Marketing intermediaries are firms, which can help the company to promote, sell and distribute its goods to final buyers. And the following components are playing a critical role in the marketing intermediaries. Physical distribution filmsMarketing Services agenciesFinancial intermediariesResellersMarketing Intermediaries Marketing Intermediaries◆Resellers: help the company find customers or make sales to them. Such as: wholesalers and retailers.◆Physical distribution films: help the company to stock and move goods from origin areas to destination. ◆Marketing services agencies: help the company target and promote its products to the right market. Such as the marketing research firms, advertising agencies, media firms and marketing consultancies.◆Financ