This chapter mainly teaches by use lectures,multimedia,group discussions,and classroom discussions. Chapter 3 Analyzing the Marketplace and Customer Value （一）目的与要求Goals and Requirements a.Describe the environmental forces that affect the company's ability to serve its customers b.Explain how changes in the demographic and economic environments affect marketing decisions c.Identify the major trends in the firm's natural and technological environments d.Explain the key changes in the political and cultural environments e.Discuss how companies can react to the marketing environment (二)教学内容Chapter Outline a.The microenvironment:the company,suppliers,marketing intermediaries, competitors,publics,and customers; b.The macroenvironment:the demographic environment,the economic environment, the natural environment,the technological environment,the political and social environment,and the cultural environment. (三)思考与实践Critical thinking exercises 【思政内容】西方核心价值观&社会主义核心价值观 通过对比中西方市场的微观环境和宏观环境，正确看待中西方文化差异带来的影 响。弘扬中华传统文化和社会义核心价值观。 对欧美引进的咖啡（如星巴克，costa)和中国本土的瑞幸咖啡做对比： 1.Define the marketing environment for Starbucks and Luckin Coffee.Do the comparison form serval aspects.Keep in mind that a company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. 2.Whatare the fundamental differences between consumer markets,business markets,and reseller markets? (四)教学方法与手段Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures,multimedia,group discussions,and classroom discussions. 5 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions. Chapter 3 Analyzing the Marketplace and Customer Value （一） 目的与要求 Goals and Requirements a. Describe the environmental forces that affect the company’s ability to serve its customers b. Explain how changes in the demographic and economic environments affect marketing decisions c. Identify the major trends in the firm’s natural and technological environments d. Explain the key changes in the political and cultural environments e. Discuss how companies can react to the marketing environment （二） 教学内容 Chapter Outline a. The microenvironment: the company, suppliers, marketing intermediaries, competitors, publics, and customers; b. The macroenvironment: the demographic environment, the economic environment, the natural environment, the technological environment, the political and social environment, and the cultural environment. （三） 思考与实践 Critical thinking exercises 【思政内容】西方核心价值观&社会主义核心价值观 通过对比中西方市场的微观环境和宏观环境，正确看待中西方文化差异带来的影 响。弘扬中华传统文化和社会义核心价值观。 对欧美引进的咖啡（如星巴克，costa）和中国本土的瑞幸咖啡做对比： 1. Define the marketing environment for Starbucks and Luckin Coffee. Do the comparison form serval aspects. Keep in mind that a company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. 2. What are the fundamental differences between consumer markets, business markets, and reseller markets? （四） 教学方法与手段 Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions