UNIT 2 The Marketing Environment 0 营销环境
营销环境 The Marketing Environment UNIT 2
Contents Section I Special Terms 2 Section ll Text Study Section Ill Situational Dialogues …号 Section IV Tasks
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms The Marketing Environment The marketing environment refers to all the factors and forces influencing the company's ability to transact business effectively with its target market. 市场营销环境 美国营销学大师菲利普科特勒认为，市场营销环境是所有存在于企业营销部 门外部的不可控制的因素和力量，这些因素和力量是影响企业营销活动及其目标 实现的外部条件。企业的市场营销环境可以分为微观营销环境和宏观营销环境
The Marketing Environment The marketing environment refers to all the factors and forces influencing the company’s ability to transact business effectively with its target market. 市场营销环境 美国营销学大师菲利普·科特勒认为，市场营销环境是所有存在于企业营销部 门外部的不可控制的因素和力量，这些因素和力量是影响企业营销活动及其目标 实现的外部条件。企业的市场营销环境可以分为微观营销环境和宏观营销环境。 Section I Special Terms
Section I Special Terms The Microenvironment The microenvironment means the set of forces close to an organization that have direct impact on its ability to serve its customers. The microenvironment includes channel member organizations, competitors,customer markets,publics,and the capabilities of the organization itself. 微观营销环境 微观营销环境是指与企业紧密相连，直接影响企业服务能力的各种力量，包括 营销渠道、竞争者、消费市场、公众和企业自身能力等因素
The Microenvironment The microenvironment means the set of forces close to an organization that have direct impact on its ability to serve its customers. The microenvironment includes channel member organizations, competitors, customer markets, publics, and the capabilities of the organization itself. 微观营销环境 微观营销环境是指与企业紧密相连，直接影响企业服务能力的各种力量，包括 营销渠道、竞争者、消费市场、公众和企业自身能力等因素。 Section I Special Terms
Section I Special Terms The Macroenvironment The macroenvironment means the collection of uncontrollable forces and conditions facing a person or a company,including demographic, economic,natural,technological,political,and cultural forces. 宏观营销环境 宏观营销环境是指个人或企业都要面临的自身不可控制的各种环境因素， 包括人口、经济、自然、科学技术、政治法律和社会文化等因素。宏观营销环 境又被称为间接营销环境，它一般以微观环境为媒介去影响和制约企业的营销 活动，在特定场合也可直接影响企业的营销活动
The Macroenvironment The macroenvironment means the collection of uncontrollable forces and conditions facing a person or a company, including demographic, economic, natural, technological, political, and cultural forces. 宏观营销环境 宏观营销环境是指个人或企业都要面临的自身不可控制的各种环境因素， 包括人口、经济、自然、科学技术、政治法律和社会文化等因素。宏观营销环 境又被称为间接营销环境，它一般以微观环境为媒介去影响和制约企业的营销 活动，在特定场合也可直接影响企业的营销活动。 Section I Special Terms
Section II Text Study Pre-reading questions 1.What is the marketing environment? 2.Does the marketing environment affect the running of companies? 3.Can a company change the macroenvironment?
Section II Text Study Pre-reading questions 1. What is the marketing environment? 2. Does the marketing environment affect the running of companies? 3. Can a company change the macroenvironment?
Section II Text Study TextA The Marketing Environment The marketing environment surrounds and impacts upon a company.The macroenvironment and the microenvironment are the two key perspectives on the marketing environment. Microenvironment influences a company directly.It includes the company itself,suppliers,marketing intermediaries,customers,competitors,and various publics,etc.Micro tends to suggest small,but this can be misleading. Micro describes the relationship between companies and the driving forces that control this relationship. The macroenvironment includes all factors (e.g.demography,economic conditions,social and cultural forces,political and legal forces,technology and competition.)that can influence a company,but that are out of its direct control.
The marketing environment surrounds and impacts upon a company. The macroenvironment and the microenvironment are the two key perspectives on the marketing environment. Microenvironment influences a company directly. It includes the company itself, suppliers, marketing intermediaries, customers, competitors, and various publics, etc. Micro tends to suggest small, but this can be misleading. Micro describes the relationship between companies and the driving forces that control this relationship. The macroenvironment includes all factors (e.g. demography, economic conditions, social and cultural forces, political and legal forces, technology and competition.) that can influence a company, but that are out of its direct control. The Marketing Environment Section II Text Study Text A
Section TI Text Study A company must adapt to these factors.It is important to observe how the environment changes so that a company can adjust its strategies appropriately. Changes in customs or demographics greatly influence companies. More women working outside the home today suggests a greater demand for prepared foods in supermarkets.More unmarried singles today will not only provide opportunities for some companies (e.g.fast food restaurants)but also create problems for others(e.g. manufacturers of high quality furniture,which many people put off buying until marriage) Truly,these factors present a set of strong challenges to business management,and especially to marketing executives
A company must adapt to these factors. It is important to observe how the environment changes so that a company can adjust its strategies appropriately. Changes in customs or demographics greatly influence companies. More women working outside the home today suggests a greater demand for prepared foods in supermarkets. More unmarried singles today will not only provide opportunities for some companies (e.g. fast food restaurants) but also create problems for others (e.g. manufacturers of high quality furniture, which many people put off buying until marriage). Truly, these factors present a set of strong challenges to business management, and especially to marketing executives. Section II Text Study
Section II Text Study New Words and Expressions impact perspective intermediary 忧影响 n.观点，看法 n.中间商，中介 misleading appropriately demographic ad.令人误入歧途的 adw.合适地，适当地 ad.人口统计学的 marriage n结每
New Words and Expressions Section II Text Study appropriately adv. 合适地，适当地 demographic adj. 人口统计学的 marriage impact vt. 影响 perspective n. 观点, 看法 intermediary n. 中间商，中介 misleading adj. 令人误入歧途的 n. 结婚
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false (F) according to the above text. 1.The microenvironment is more important than the macroenvironment. [F] 2.A greater demand for fast food is due to more people working outside. [T] 3.Companies can control the macroenvironment. [F] 4.No matter how the environment changes, companies should persist with their strategies. [F] 5.Manufacturers of high quality furniture are happy to see falling marriage rates. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] F ] T F [ ] [ F ] Section II Text Study 1. The microenvironment is more important than the macroenvironment. 2. A greater demand for fast food is due to more people working outside. 3. Companies can control the macroenvironment. 4. No matter how the environment changes, companies should persist with their strategies. 5. Manufacturers of high quality furniture are happy to see falling marriage rates. F