文档介绍：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 management
Internal management
Work closely with
other department
management
departments
Finance
Purchasing
Manufacturing
Research &
development
4Pmarketing mix
产品策略
价格策略
促销策略
分销策略
L‘Oreal Group 欧莱雅集团是《财富》世界500强之一,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 pany and petitors to produce goods and services. They are an important link in pany’s overall customer “value delivery system.”
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One consideration is to watch supply 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 intermediaries are firms, which can help pany to promote, sell and distribute its goods to final buyers. And the ponents are playing a critical role in the marketing intermediaries.
Physical
distribution
films
Marketing
Services
agencies
Financial
intermediaries
Resellers
Marketing
Intermediaries