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1、市场营销的微观环境企业竞争者供应商营销中介顾客微观环境图 市场营销的微观环境结构pany 公司内部环境Consistent with the plans made by top managementInternal management Work closely with other departmentmanagementdepartmentsFinance Purchasing ManufacturingResearch&development4Pmarketing mix产品策略价格策略促销策略分销策略2.Suppliers LOreal Group 欧莱雅集团是财富世界500 强之一，
2、世界著名化妆品生产厂家，创建于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妆品行业的领头羊。欧莱雅集团的事业遍及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。作为全球最大的化妆品集团，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。目前其各类化妆品行销全世界，广受欢迎。除化妆品外，该集团还经营高档消费品，并从事制药和皮肤病研究。产品有化妆品，染发用品，护肤品，防晒用品，彩妆，淡香
3、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 companys overall customer“value delivery system.”12One consideration is to watch s
4、upply 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 intermed
5、iaries 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 Physical distribution distribution filmsfilmsMarketing Marketing ServicesServices agencies agenciesFi
6、nancial Financial intermediariesintermediariesResellersResellersMarketing IntermediariesMarketing IntermediariesResellers: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
7、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.Financial intermediaries:help finance transactions or insure against the risks related to the
8、 buying and selling of goods.Including banks,credit companies,insurance companies and other businesses.4.Customers Customer is king.So the company must study it is customer market closely.There are six types of customer markets.Consumer market Business markets Reseller markets Institutional markets
9、Government markets International markets If you want to occupy a strong position in the market,then grabbed the first from the customer5.Competitors To be successful,a company must provide greater customer value and satisfaction than its competitors do.So,they must gain strategic advantage by positi
10、oning their offering strongly against competitors offerings in the minds of consumers.Four types of competitorsA.Desired competitorsB.General competitorsC.Products form competitorsD.Brand competitors竞争者愿望竞争者 一般竞争者AB产品形式竞争者C我想吃什么？比萨饼冷饮糖果我想吃哪种糖果？水果糖巧克力奶糖我想满足什么？运动看电影吃东西我想吃哪种奶糖？金丝猴大白兔喔喔D品牌竞争者Pepsi vs.Co
11、ca ColaP&G vs.Unilever6.publics Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives.Financial publics which affect the companys ability to obtain funds.Media publics which carry news,features and editorial opinion for or against the company.Government publics Citizen-action publics:interest groups Local publics General publics(perceived image)Internal publics:the companys employees and managerspublics