HND 市场学导论 Outcome2(2)

offering service; the customers‘ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant‘s attitude may have an effect on the customers. Processes involve looking at the quality controls that need to be in place to ensure consistency of service. So there must be a leader during the flight. Physical evidence is the ―tangible‖ part of the service, like the décor inside the plane. 4. Describe at least three possible changes which could occur in the business environment, and explain how the organization in the case study might alter its marketing mix in anticipation of, or in response to these changes.

Organizations exist with an environment which can influence the industry or the individual organizations. An internal environment is in the company which is

generally called systems, the effectiveness of which largely depends on the corporate culture of the organization. And there is a micro environment that comprises all those factors which lie outside the organization boundaries. The success of an organization is affected directly by those in the microenvironment, namely the company, the

distributors, customers, competitors and public. And the macro environment consists of the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known as the acronym PEST. PEST standing for: Political/Legal: it is not simply domestic politics which will impact on marketing strategy. Economic: some of the factors of potentially major concern to marketing management because they, in turn, influence costs, prices and demand. Sociocultural (including demographics): Changes and trends in the sociocultural environment present significant challenges. People's basic beliefs,

attitudes and values are shaped by the society in which they grow up. Technological: Developments and breakthroughs in technology are the basis for new products and sometimes new industries. It is also affects how a business will run.

Factors which may affect Landle: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.

The company introduced new range of products for aimed at alternative market segments, produce high-Tec versions of existing products, introduce added value products at higher prices, develops higher profile promotions to compete with rivals, use sales team to develop relations with retailers.

组织存在的环境，能够影响的行业或个别组织。内部环境是该公司通常是所谓的系统的有效性，其中很大程度上取决于企业文化的组织。并有微环境，包括所有这些因素不在该组织的界限。成功的组织是直接受那些在微，即公司，分销商，顾客，竞争者和公众。和宏观环境包括啤酒势力影响的方式运作的组织和该组织已很少或根本没有控制。这些可以被称为害虫的缩写。害虫站立：政治/法律：它不仅是国内政治这将影响到营销战略。经济：一些潜在的因素主要关注的营销管理，因为他们，反过来影响成本，价格和需求。社会文化（包括人口） ：变化和趋势的社会文化环境构成重大挑战。人民的基本信仰，态度和价值观形成的社会，他们在长大。技术：发展和突破，技术是基础，新产品，有时新的产业。这也是影响企业如何将运行。

这些因素可能会影响到Landle ：出生率下降，日益增长的需求更多的技术玩具，增加了富裕，在竞争中增长较大的竞争对手，优势越来越大零售商。

该公司推出一系列新的产品，以替代细分市场，生产高科技版本的现有产品，引进附加值产品价格较高，开发更高的知名度晋升到与对手竞争，使用的销售团队发展与零售商的关系。

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