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行銷環境掃描
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Transcript of 行銷環境掃描
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-1© The McGraw-Hill Companies, Inc., 2008
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行銷環境掃描行銷環境掃描
CHAPTER
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-2© The McGraw-Hill Companies, Inc., 2008
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研讀本章後,你應該能夠:
1. 闡釋環境掃描如何提供有關社會、經濟、科技、競爭及法規力量的資訊。
2. 說明社會力量的人口統計變數和文化,以及經濟力量的總體經濟和消費者所得如何影響行銷。
3. 說明科技的變革如何影響行銷。
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-3© The McGraw-Hill Companies, Inc., 2008
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研讀本章後,你應該能夠 :
4. 探討市場中的競爭類型、競爭要件,以及競爭對組織帶來的衝擊。
5. 闡釋為確保競爭及規範行銷組合要件的主要法規。
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-4© The McGraw-Hill Companies, Inc., 2008
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表演時間到了!
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-5© The McGraw-Hill Companies, Inc., 2008
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Apple iPod Video如何對娛樂世界發生變化 ?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-6© The McGraw-Hill Companies, Inc., 2008
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新千禧年的環境掃描
• 環境掃描
• 當前美國實體市場的環境掃描
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-7© The McGraw-Hill Companies, Inc., 2008
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圖 3-1 影響組織、供應商和顧客的環境力量
環境力量
供應商 組織‧行銷部門‧其他部門‧員工
顧客
社會
‧人口遷徙‧文化變遷
經濟
‧總體經濟條件‧消費者所得
科技
‧科技變遷‧科技對顧客價值的衝擊‧電子商務
競爭
‧可選擇的競爭方式‧小型企業
法規‧法律保護競爭‧法律影響行銷組合活動‧自律
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-8© The McGraw-Hill Companies, Inc., 2008
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圖 3-2 今日美國實體市場的環境掃描
經濟
社會
科技
競爭
法規
經濟
科技
競爭
法規
社會
經濟
科技
競爭
法規
環境力量 從環境掃描中找出趨勢
社會‧性別角色和購買模式的差異逐漸減少。 ‧美國人口多元性的成長。‧全世界吸菸與嚼食菸葉的人口減少。
經濟‧與反恐戰爭有關的軍事與人道救援開支逐漸增加。 ‧白領階級往大西洋或太平洋沿海地區遷徙。‧當眾多的薪水階級接近退休年齡時會增加資金管理。
科技‧無線寬頻科技的應用逐漸增加。‧開放資源(免費)軟體行動,從 Linux 開始大幅成長。‧生物科技、美容手術和治癌藥物的進步。
競爭‧中國在科技製造對世界的影響力日增。 ‧建立公司競爭情報部門,以及與聯邦安全機關的關係。‧增加對員工的授權以改善績效。
法規‧對有關數位著作權及智慧財產權的立法。 ‧對隱私權和私人資訊蒐集的重視。‧對網際網路課稅、垃圾郵件和網域名稱的立法。
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-9© The McGraw-Hill Companies, Inc., 2008
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社會力量
• 人口統計變數
世界人口瀏覧
美國人口 不同的世代
• 嬰兒潮世代
• X 世代
• Y 世代
• 世代行銷
• 千禧年世代
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-10© The McGraw-Hill Companies, Inc., 2008
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歐蕾( Olay )全效系列產品 嘗試接觸哪一個世代族群?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-11© The McGraw-Hill Companies, Inc., 2008
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美國運通( American Express )嘗試接觸哪一個世代族群?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-12© The McGraw-Hill Companies, Inc., 2008
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DKNY Kids 嘗試接觸哪一個世代族群?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-13© The McGraw-Hill Companies, Inc., 2008
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摩托羅拉( Motorola ) 嘗試接觸哪一個世代族群 ?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-14© The McGraw-Hill Companies, Inc., 2008
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社會力量
• 人口統計變數
人口遷移
• 都會統計地區• 統計地區
• 小都會統計地區• 都會區• 聯合統計地區
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-15© The McGraw-Hill Companies, Inc., 2008
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社會力量
• 人口統計變數
族群多元化• 多元文化行銷
• 文化
價值的變遷
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-16© The McGraw-Hill Companies, Inc., 2008
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圖 3-3 美國各州各族群集中情形(不包括白人)
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-17© The McGraw-Hill Companies, Inc., 2008
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經濟力量
• 經濟
• 總體經濟條件
總所得 可支配所得
• 消費者所得
可自由支配所得
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-18© The McGraw-Hill Companies, Inc., 2008
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圖 3-4 美國一般家庭所得的分布情形(年所得:美元)
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-19© The McGraw-Hill Companies, Inc., 2008
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瑪麗皇后遊輪當可自由支配所得增加時,會發生什麼事?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-20© The McGraw-Hill Companies, Inc., 2008
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科技力量
• 科技
• 明日科技
• 科技對顧客價值的衝擊
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-21© The McGraw-Hill Companies, Inc., 2008
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Memorex Thumb Drive什麼產品將可能被這個取代?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-22© The McGraw-Hill Companies, Inc., 2008
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Napster 音樂網站什麼產品將可能被這個取代 ?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-23© The McGraw-Hill Companies, Inc., 2008
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LG 電漿電視機什麼產品將可能被這個取代?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-24© The McGraw-Hill Companies, Inc., 2008
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拜耳科技如何改變市場?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-25© The McGraw-Hill Companies, Inc., 2008
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科技力量
• 電子商務科技
企業內部網路 企業外部網路
虛擬市場 電子商務
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-26© The McGraw-Hill Companies, Inc., 2008
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競爭力量
• 競爭
• 可選擇的競爭方式
純粹競爭
獨占性競爭 寡占 純粹獨占
• 小型企業成為競爭者
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-27© The McGraw-Hill Companies, Inc., 2008
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法規力量
• 法規
• 保護競爭
雪曼反托拉斯法( 1890 ) 克雷頓法( 1914 ) 羅賓森-派特曼法( 1936 )
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-28© The McGraw-Hill Companies, Inc., 2008
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法規力量
保護公司• 專利法
• 與產品相關的法規
• 著作權法
• 數位化千禧年著作法( 1998 )
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-29© The McGraw-Hill Companies, Inc., 2008
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法規力量
保護消費者
• 營養標示
• 消費者主義
• 與產品相關的法規
• 消費性產品安全法( 1972 ) 消費性產品安全委員會
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-30© The McGraw-Hill Companies, Inc., 2008
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法規力量
公司與消費者的保護
• 商標法( 1946 )
• 商標法修正案( 1988 )
• 馬德里議定書( 2003 )
• 聯邦商標淡化法( 1995 )
• 與產品相關的法規
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-31© The McGraw-Hill Companies, Inc., 2008
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Kleenex, Band-Aid, 和 Q-Tips會變成通俗化商標嗎?
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-32© The McGraw-Hill Companies, Inc., 2008
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法規力量
• 與訂價相關的法規
專賣經銷
• 與通路相關的法規
需求合約 地區專賣商 搭配銷售協議
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-33© The McGraw-Hill Companies, Inc., 2008
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法規力量
• 與廣告和促銷相關的法規
• 暫停與禁止銷售令
• 更正廣告
•透過自律的管制
聯邦貿易委員會法( 1914 )
「電話勿擾登記」法規
反垃圾郵件法( 2004 )
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved. Slide 3-34© The McGraw-Hill Companies, Inc., 2008
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美國優良企業局( BBBOnline )線上標誌有自律的作用嗎?