文档介绍：The Global
Marketing Environment
Galina Biedenbach
Lecture 2
05/10/2010
Marketing Environment
• The forces and actors affecting pany’s ability
operate effectively in providing products and
services to its customers
• The environment is
changing at a rapid pace
• The vital importance of
constantly watching and
adapting to the changing
environment
1
The Macroenvironment
The larger societal forces that shape opportunities and
pose threats to pany
• Economic forces
• Social forces
• Political and legal forces
• Physical forces
• Technological forces
Economic Forces
• Fluctuation of economies by the
“business cycle”
• e distribution and changes in
purchasing power
• Changing consumer confidence
and spending patterns
• Interest rates, consumer debts and
economic crisis
• Exchange rates (USD, EUR)
• e tax, discretionary e,
inflation
Households’ spending
and savings intentions
+ their perception of the
factors influencing these
decisions.
Four topics: the
households’ financial
situation, the general
economic situation,
savings and intentions
with regard to major
purchases.
2
Europe in Figures – Eurostat Yearbook 2006-07, /
Social Forces
• Demography – the study