Chapter 2 Scanning the Marketing

• 内容提要：中国经济管理大学  www.mhjy.net  www.eauc.hk

  
  

   

  行銷管理[美]菲力浦•科特勒著第十一版

   

   

  
  

  第二章：行銷環境

   

   

  
  

  教學目的：通過對課程基本概念與知識的講授，使學生理解通過環境分析，掌握分析環境的方法，瞭解最重要的環境因素，在面臨的機會和威脅不同的情況下如何看展行銷活動。

  教學重點：環境分析方法。

  教學難點：如何面對不斷變化的行銷環境？

  教學時數：6（講授、諮詢型課型）

  教學內容與步驟：

  
  

  
  

  我們對下面的文字已經耳熟能詳，對分析行銷環境有什麼啟示嗎？

  居安思危  

  未雨綢繆

  因勢利導

  事異則備變 變則通 通則久

  知己知彼 百戰不殆

  沒有調查就沒有發言權

  ……

  Chapter 2  Scanning the Marketing Environment

  
  

  Kotler on Marketing

  Today you have to run faster to stay in place.

  Chapter Objectives

  § In this chapter, we focus on two questions:

  1. What are the key methods for tracking and identifying opportunities in the macroenvironment?

  2. What are the key demographic, economic, natural, technological, political, and cultural developments?

  Analyzing needs and trends in the microenvironment

     Successful' companies recognize and respond profitably to unmet needs and trends.     Companies could make a fortune if they could solve any of these problems: a cure for cancer, chemical cures for mental diseases, desalinization of seawater, nonfattening, tasty nutritious food, practical electric cars, and affordable homing.  

  Enterprising individuals and companies manage to create new solutions to unmet needs. Club Med emerged to meet the needs of single people for exotic vacations; the Walkman and CD Man were created for active people who wanted to listen to music; Nautilus was created for men and women who wanted to tone their bodies; FedEx was created to meet the need for next-day mail delivery. Many opportunities are found by identifying trends. A trend is a direction or sequence of events that has some momentum and durability.

  Identifying and responding to the major microenvironment forces

  Companies and their suppliers, marketing intermediaries, customers, competitors, and publics all operate in a macro environment. Of forces and trends that shape opportunities and pose threats. These forces represent "non -controllable," to which the company must monitor and respond. In the economic arena, global forces increasingly affect companies and consumers. These include:

   1. The substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth of world trade and investment, especially triploid trade.

   2. The movement of manufacturing capacity and skills to lower-cost countries.

   3. The rising economic power of several Asian countries in world markets.

   4. The rise of trade blocs such as the European Union and the NAFTA signatories.

   5. The severe debt problems of a number of countries, along with the increasing fragility of the international financial system.

   6. The increasing use of barter and counter trade to support international transactions.

  7. The move toward market economies in formerly socialist countries along with rapid privatization of publicly Owned companies.

   8. The rapid dissemination of global lifestyles.

   9. The gradual opening of major new markets, namely, China, India, Eastern Europe, the Arab countries, and Latin America.

  10. The increasing tendency of multinationals to transcend their lavational and national characteristics and become transnational firms.

  11. The increasing number of cross-border corporate strategic alliances--for example, MCI and British Telecom, and Texas Instruments and Hitachi.

  12. The increasing ethnic and religious conflicts in certain countries and regions.

  13. The growth of global brands in autos, food, clothing, and electronics.

  Demographic environment

  The first macro environmental force that marketers monitor is population, because people make up markets. Marketers are keenly interested in the size and growth rate of population in cities, regions, and nations; age distribution and ethnic mix; educational levels; household patterns; and regional characteristics and movements.

  WORLDWIDE POPULATION GROWTH The world population is showing "explosive" growth: it totaled 6.1 billion in 2000 and will exceed 7.9 billion by the year 2025? Here is an interesting picture:

       If the world were a village of 1,000 people, it would consist of 520 women and      480 men, 330 children and 60 people over age 65, 10 college graduates and 335      illiterate adults. The village would contain 52 North Americans, 55 Russians, 84      Latin Americans, 95 Europeans, 134 Africans, and 584 Asians. Communication      would be difficult because 165 people would speak Mandarin, 86 English, 83      Hindi, 64 Spanish, 58 Russian, and 37 Arabic, and the rest would speak one of      over 200 other languages. There would be 329 Christians, 178 Moslems, 132      Hindus, 62 Buddhists, 3 Jews, 167 nonreligious, 45 atheists, and 84 others.

   POPULATION AGE MIX National populations vary in their age mix. At one extreme is Mexico, a country with a very young population and rapid population growth. At the other extreme is Japan, a country with one of the world's oldest populations. Milk, diapers, school supplies, and toys would be important products in Mexico. Japan's population would consume many more adult products.

     A population can be subdivided into six age groups: preschool, school-age children, teens, young adults age 25 to 40, middle-aged adults age 40 to 65, and older adults age 65 and up.

  ETHNIC AND OTHER MARKETS Countries also vary in ethnic and racial makeup. At one extreme is Japan, where almost everyone is Japanese; at the other is the United States, where people from come virtually all nations. The United States was originally called a "melting pot,' but there are increasing signs that the melting didn't occur Now people call the United States a "salad bowl" society with ethnic groups maintaining their ethnic differences, neighborhoods, and cultures. The U.S. population (276.2 million in 2000) is 72 percent white. African Americans constitute another 13 percent, and Latinos another 11 percent. The Latino population has been growing fast, with the largest subgroups of Mexican (5.4, percent), Puerto Rican (1.1 percent), and Cuban (0.4 percent) descent. Asian Americans constitute 3.8 percent of the U.S, population.

  EDUCATIONAL GROUPS the population in any society falls into five educational groups: illiterates, high school dropouts, high school degrees, college degrees, and professional degrees. In Japan, 99 percent of the population is literate, whereas in the United States 10 percent to 15 percent of the population may be functionally illiterate. However, the United States has one of the world's highest percentages of college-educated citizens, around 36 percent. The high number of educated people in the United States spells a high demand for quality books, magazines, and travel, and a high supply of skills.

   HOUSEHOLD PATTERNS the "traditional household" consists of a husband, wife, and children (and sometimes grandparents). Yet, in the 'United States today, one out of eight households is "diverse" or "nontraditional,' and includes single live-alones, adult live-together of one or both sexes, single-parent families, childless married couples, and empty-nesters. More people are divorcing or separating, choosing not to marry, marrying later, or marrying without the intention to have children. Each group has a distinctive set of needs and buying habits. For example, people in the SSWD group is ingle, separated, widowed, divorced) need smaller apartments; inexpensive and smaller appliances, furniture, and furnishings; and smaller-size food packages. Marketers must increasingly consider the special needs of nontraditional households, because they are now growing more rapidly than traditional households.

       The gay market, in particular, is a lucrative one. Compared to the average American, respondents are 11.7 times more likely to be in professional jobs, almost twice as likely to own a vacation home, eight times more likely to own a computer notebook, and twice as likely to own individual stocks? Insurance, financial, and other companies are waking up to the needs and potential of this market and the nontraditional household market as a whole.

  FROM A MASS MARKET TO MICROMARKETS the effect of all these changes is fragmentation of the mass market into numerous micro markets differentiated by age, sex, ethnic background, education, geography, lifestyle, and other characteristics. Each group has strong preferences and is reached through increasingly targeted communication media and distribution channels. Companies are abandoning the "shotgun approach" that aimed at a mythical "average" consumer and are increasingly designing their products and marketing programs for specific micro markets, many of which can be reached through specialized magazines, direct mail, or Web sites.

  Demographic trends are highly reliable for the short and intermediate run. There is little excuse for a company’s is suddenly surprised by demographic developments. The Singer Company should have known for years that smaller families would hurt its sewing machine business and more working wives, yet it was slow in responding. In contrast, think of the rewards marketers reap when they focus on a demographic development. Some marketers are actively courting the lucrative SOHO market. Nearly 40 million Americans are working out of their homes with the help of electronic conveniences like computers, cell phones, fax machines, and personal organizers.

   Economic environment

    Markets require purchasing power as well as people. The available purchasing power in an economy depends on current income, prices, savings, debt, and credit availability. Marketers must pay close attention to major trends in income and consumer-spending patterns.

  INCOME DISTRIBUTION Nations vary greatly in level and distribution of income and industrial structure. There are four types of industrial structures: subsistence economies (few opportunities for marketers); raw-material-exporting economies like Zaire (copper) and Saudi Arabia (oil), with good markets for equipment, tools, supplies, and luxury goods for the rich; industrializing economies, like India, Egypt, and the Philippines, where a new rich class and a growing middle class demand new types of goods; and industrial economies, which are rich markets for all sorts of goods.

  SAVINGS, DEBT, AND CREDIT AVAILABILITY Consumer expenditures are affected by savings, debt, and credit availability. The Japanese, for example, save about 13.1 percent of their income, whereas U.S. consumers save about 4.7 percent. The result has been that Japanese banks were able to loan money to Japanese companies at a much lower interest rate than U.S. banks could offer to U.S. companies. Access to lower interest rates helped Japanese companies expand faster. U.S. consumers also have a high debt-to-income ratio, which slows down further, expenditures on housing and large-ticket items. Credit is very available in the United States but at fairly high ‘interest rates, especially to lower-income borrowers. Here the Internet can offer a helping hand: Consumers seeking a mortgage can go to lendingtree.com, fill ‘out a single loan application, and receive several loan package proposals from competing banks within 48 hours. The bottom line is that marketers must pay careful attention to major changes in incomes, cost of living, interest rates, savings, and borrowing patterns because they can have a strong impact on business, especially for companies whose products are geared to high-income and price-sensitive consumers.

  Natural environment

   The deterioration of the natural environment is a major global concern. In many world cities, air and water pollution have reached dangerous levels. There is great concern about "greenhouse gases" in the atmosphere due to the burning of fossil fuels, about the depletion of the ozone layer due to certain chemicals, and about growing shortages of water. In Western Europe, "green" parties have vigorously pressed for public action to reduce industrial pollution. In the United States, experts have documented ecological deterioration, and watchdog groups such as the Sierra Club and Friends of the Earth carry these concerns into political and social action.

       New regulations hit certain industries very hard. Steel companies and public utilities have had to invest billions of dollars in pollution-control equipment and more environmentally friendly fuels. The auto industry has had to introduce expensive emission controls in cars. The soap industry has had to increase its products' biodegradability.

  SHORTAGE OF RAW MATERIALS The earth's raw materials consist of the infinite, the finite renewable, and the finite nonrenewable. Infinite. Resources, such as air and water, are becoming a problem. Water shortages are already a political issue, and the danger is no longer long term. Environmental groups have lobbied for a ban on certain propellants used in aerosol cans because of the potential damage they can cause to the ozone layer. Finite renewable resources, such as forests and food, must be used wisely. Forestry Companies are required to reforest timberlands in order to protect the soil and to ensure sufficient wood to meet future demand. Because the amount of arable land is fixed and urban areas are constantly encroaching on farmland, food supply can also be a major problem.

  INCREASED ENERGY COSTS One finite nonrenewable resource, off, has created serious problems for the world economy. In October 2000, oil prices shot up again to $34 a barrel, creating a renewed search for alternative energy forms. Companies are searching for practical means to harness solar, nuclear, wind, and other forms of energy. In the solar energy field alone, hundreds of firms introduced first-generation products to harness solar energy for heating homes and other uses. Other firms are engaged in building practical electric automobiles, with a potential prize of billions for the winner. Practical combination vehicles, like the Toyota Prius, are already available.

  ANTI-POLLUTION PRESSURES Some industrial activity will inevitably damage the natural environment. Consider the dangerous mercury levels in the oceans the quantity of DDT and other chemical pollutants in the soil and food supply, and the littering of the environment with bottles, plastics, and other packaging materials.     About 42 percent of U.S. consumers are willing to pay higher prices for "green" products. This willingness creates a large market ~or pollution-control solutions, such as scrubbers, recycling centers, and landfill systems. It leads to a search for alternative ways to produce and package goods. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. Dow Chemical built a new ethylene plant in Alberta that uses 40 percent less energy and releases 97 percent less wastewater. AT&T uses a special software package to choose the least harmful materials cut hazardous waste, reduce energy use, and improve product recycling in its operations.

  CHANGING ROLE OF GOVERNMENTS Governments vary in their concern and efforts to promote a clean environment. For example, the German government is vigorous in its pursuit of environmental quality, partly because of the strong green movement in Germany and partly because of the ecological devastation in the former East Germany.

  Many poor nations are doing little about pollution, largely because they lack the funds or the political will. It is in the richer nations' interest to help the poorer nations control their pollution, but even the richer nations today lack the necessary funds.

  Technological environment

  One of the most dramatic forces shaping people’s lives is technology. Technology has released such wonders as penicillin, open-heart surgery, and the birth control pill. It has released such horrors as the hydrogen bomb, nerve gas, and the submachine gun. It has also released such mixed blessings as the automobile and video games.       

  Every new technology is a force for "creative destruction." Transistors hurt the vacuum-tube industry, xerography hurt the carbon paper business, autos hurt the railroads, and television hurt the newspapers. Instead of moving into the new technologies, many old industries fought or ignored them, and their businesses declined.

  ACCELERATING PACE OF CHANGE many of today's common products were not available 40 years ago. John F. Kennedy did not know personal computers, digital wristwatches, video recorders, fax machines, personal digital assistants, or the Internet; nor has the pace of technological change slowed down. The Human Genome project promises to usher in the Biological Century as biotech workers create new medical cures, new foods, and new materials (see "Marketing Memo: Biotech is Unleashing Unlimited Opportunities"). Electronic researchers are building smarter chips to make our cars, homes, and offices more responsive to changing conditions. The blending of personal computers, scanners, fax and copy machines, wireless phones, the Intermit, and e-mail has made it possible for people to telecommute—that is, work at home or on the road instead of traveling to an office. This trend may reduce auto pollution, bring the family closer together, and create more home centered shopping and entertainment. An increasing number of ideas are being worked on, and the time between the appearance of new ideas and their successful implementation is all but disappearing. So is the time between introduction and peak production. Ninety percent of all the scientists who ever lived are alive today, and technology feeds upon itself.

  UNLIMITED OPPORTUNITIES FOR INNOVATION Scientists today are working on a startling range of new technologies that will revolutionize products and production processes. Some of the most exciting work is being done in biotechnology, computers, microelectronics, telecommunications, robotics, and designer materials. Researchers are working on AIDS cures, happiness pills, painkillers, totally safe contraceptives, and nonfattening foods. They are designing robots for firefighting, underwater exploration, and home amusing. In addition, scientists also work on fantasy products, such as small flying cars, three-dimensional television, and space colonies. The challenge in each case is to develop affordable versions of these products. 

  VARYING R&D BUDGETS The United States leads the world in annual R&D expenditure, $264 billion in 2000, but nearly 60 percent of these funds are still earmarked for defense. There is a need to transfer more of this money into research on material science, biotechnology, and micro mechanics. Japan has increased its R&D expenditures much faster than has the United States and is spending it mostly on no defense-related reach in physics, biophysics, and computer science.

  A growing portion of U.S. R&D expenditures is going into the development side of R&D, raising concerns about whether the United States can maintain its lead in basic science. Many companies are content to put their money into copying competitors' products and making minor feature and style improvements. Even basic-research companies such as DuPont, Bell Laboratories, and Pfizer are proceeding cautiously, and more research directed toward major breakthroughs is being conducted by consortiums of companies rather than by single companies.

  INCREASED REGULATION OF TECHNOLOGICAL CHANGE As products become more complex, the public needs to be assured of their safety. Consequently, government agencies' powers to investigate and ban potentially unsafe products have been expanded. In the United States, the Federal Food and Drug Administration must approve all drugs before they can be sold.

  GROWTH OF SPECIAL-INTEREST GROUPS The number and power of special interest: groups have increased over the past three decades. Political action committees (PACs) lobby government officials and pressure business executives to pay more attention to consumers' fights, women's rights, senior citizens' rights, minority rights, and gay fights. Many companies have established public affairs departments to deal with these groups and issues. An important force affecting business is the consumerist movement--an organized movement of citizens and government to strengthen the rights and powers of buyers in relation to sellers. Consumerists have advocated and won the right to know the true interest cost of a loan, the true cost per standard unit of competing brands (unit pricing): the basic ingredients in a product, the nutritional quality of food, the freshness of products, and the true benefits of a product.

      In response, several companies have established consumer affairs departments to help formulate policies and respond to consumer complaints. Companies are careful to answer their e-mail and to resolve and learn from any customer complaints. If they fail to do so, angry customers can spread bad word of mouth through chat rooms and other means.

     Clearly, new laws and growing numbers of pressure groups have put more restraints on marketers. Marketers have to clear their plans with the company's legal, public relations, public affairs, and consumer-affairs departments. Insurance companies directly or indirectly affect the design of smoke detectors; scientific groups affect the design of spray products by condemning aerosols. In essence, many private marketing transactions have moved into the public domain.

  Social-cultural environment

   Society shapes our beliefs, values, and norms. People absorb, almost unconsciously, a worldview that defines their relationships to themselves, to others, to organizations, to society, to nature, and to the universe.

  Views of themselves: People vary in the relative emphasis they place on self-gratification. In the United States during the 1960s and 1970s, "pleasure seekers" sought fun, change, and escape. Others sought "self-realization." People bought dream cars and dream vacations and spent more time in health activities (jogging, tennis), in introspection, and in arts and crafts. Today, some people are adopting more conservative behaviors and ambitions. Marketers must recognize that there are many different groups with different views of themselves.

  Views of others: People are concerned about the homeless, crime and victims, and other social problems. They would like to live in a more humane society. At the same time, people are seeking out there "own kind" and avoiding strangers. They hunger for serious and long-lasting relationships with a few others. These trends portend a growing market for social-support products and services that promote direct relations between human beings, such as health clubs, cruises, and religious activity. They also suggest a growing market for "social surrogates," things that allow people who are alone to feel that they are not, such as television, home video games, and chat rooms on the Intent.

     Views of organizations: People vary in their attitudes toward corporations, government agencies, trade unions, and other organizations. Most people are willing to work for these organizations, but there has been an overall decline in organizational loyalty. The massive wave of company downsizing has bred cynicism and distrust. Many people today see work not as a source of satisfaction, but as a required chore to earn money to enjoy their no work hours.

  HIGH PERSISTENCE OF CORE CULTURAL VALUES the people living in a particular society hold many core beliefs and values that tend to persist. Most Americans still believe in work, in getting married, in giving to charity, and in being honest. Core beliefs and values are passed on from parents to children and are reinforced by major social institutions--schools, churches, businesses, and governments. Secondary beliefs and values are more open to change. Believing in the institution of marriage is a core belief; believing that people ought to get married early is a secondary belief. Thus family-planning marketers could make some headway arguing that people should get married later, rather than that they should not get married at all.

        Marketers have some chance of changing secondary values but little chance of changing core values. For instance, the nonprofit organization Mothers Against Drunk Drivers (MADD) does not try to stop the sale of alcohol, but it does promote the idea of appointing a designated driver who will not drink that evening. The group also lobbies' to rise the legal drinking age.

  EXISTENCE OF SUBCULTURES Each society contains subcultures, groups with shared values emerging from their special life experiences or circumstances. Star Trek fans, Black Muslims, and Hell's Angels all represent subcultures whose members share common beliefs, preferences, and behaviors. To the extent that subcultural groups exhibit different wants and consumption behavior, marketers can choose particular sub-cultures as target markets.

       Marketers sometimes reap unexpected rewards in targeting subcultures. For instance, marketers have always loved teenagers because they are society's trendsetters in fashion, music, entertainment, ideas, and attitudes. Marketers .also know that if they attract someone as a teen, there is a good chance they will keep the person as a customer in the years ahead, Loreto-Lay, which draws 15 percent of its sales from teens, said it saw a rise in chip-snacking by grown-ups. "We think it's because we brought them in as teenagers," said Frito-Lay marketing director?

    SHIFTS OF SECONDARY CULTURAL VALUES THROUGH TIME although core values are fairly persistent, cultural swings do take place. In the 1960s, hippies, the Beatles, Elvis Presley, and other cultural phenomena had a major impact on young people's hairstyles, clothing, sexual norms, and life goals. New heroes influence today’s young people

  習     題

  
  

  一、單選題

  1.()指生產者首次購買某種產品或服務

  A直接重購   B修正重購  C新購

  2．當消費者高度介入某項產品的購買，但又看不出各廠牌有何差異時，對所購產品往往產生失調感。為了改變這樣的心理，追求心理的平衡，消費者廣泛地收集各種對已購產品的有利資訊，以證明自己購買決定的正確性。這屬於（）

  A複雜的購買行為   B減少不協調感的購買行為 C 廣泛選擇的購買行為  D習慣性的購買行為

  3．產業用品管道一般不包括(　　)
  A、批發商　B、代理商 C、製造商　D、零售商

  4、能滿足同一需要的各種產品的生產者互為(　　)競爭者。
  A、願望　B、平行 C、產品形式　D、品牌

  5、按照人口的具體變數細分市場的方法就是(　　)細分。
  A、地理　B、行為 C、心理　D、人口

  6.影響消費者購買行為的個人因素主要有( )
     A.動機     B.收入     C.民族     D.家庭

  7在生產者市場中，購買商品或者勞務的一般是 。 （ ）
  A.消費者 B.個人 C.生產企業 D.家庭

  8.消費者對日用品的購買多是從 出發，並且可以接受同質同類的替代品。 （ ）
  A.便利 B.價格 C.隨機 D.個人心態

  9.代理商的最大特點是 。 （ ）
  　　A.直接從事產品購銷活動 B.不具有獨立法人資格
  　　C.不擁有產品所有權 D.以購銷差價為回報

  10．消費者購買決策過程的順序通常為（）
  A．引起需要--->收集資訊--->評價比較--->決定購買--->購後感受
  B．引起需要--->評價比較--->收集資訊--->決定購買--->購後感受
  C．收集資訊--->評價比較--->引起需要--->決定購買--->購後感受
  D．決定購買--->引起需要--->評估比較--->收集資訊--->購後感受

  11．根據馬斯洛的需要層次理論（）
  A．需要的層次越高越不可缺少
  B．需要的層次越低越重要
  C．尊重的需要是最高層次的需要
  D．層次最高的需要最先需要

  12高級音響、錄影機等高檔消費品的專用性（）
  A．很強
  B．很弱
  C．較強
  D．無專用性
  13．產品從製造商到達使用者手中，常常（）
  A．不要經過中間環節
  B．要經過中間環節
  C．不要經過批發環節
  D．一定要經過批發環節

  14.機會水準和威脅水平均很高的企業業務屬於 　(　)

  　　A理想業務　B困難業務C冒險業務D成熟業務

  15.指出下列哪種市場是不可擴張市場(　)

  　　A兒童玩具市場　　B家用電器市場　C煙草市場　D食鹽市場

  16.同一層次的多個企業為了爭奪同一目標市場的銷售而進行的競爭稱為 (　)

  　　A水準管道衝突 B垂直管道衝突　C水準管道競爭 　D管道系統競爭

  17. 小王正在購買一套兩室兩廳的單元房，其購買行為應該屬於
  A. 習慣性購買行為
  B. 尋求多樣化購買行為
  C. 化解不協調購買行為
  D. 複雜購買行為

  二、多選題

  1.  人口環境主要指（）

  A總人口  B人口的地理分佈  C人口的年齡結構  D人口的性別  E家庭單位與人數

  2.消費者信貸會增加購買能力，他的主要形式有（）

  A日用品的短期賒銷  B房屋按揭  C轎車分期付款   D信用卡信貸 

  3．影響消費者指出方式的較為重要的因素（）

  A家庭收入  B家庭生命週期 C 家庭所在地 D 家庭人口總數 E 宗教信仰與價值觀念

  4．市場行銷環境的特點

  A差異性  B多變性  C相關性 D目的性

  5．社會文化環境包括（）

  A宗教信仰 B價值觀念 C 消費習俗 D審美觀念 E道德規範

  6．管道企業包括（）

  A供應商 B中間商 C批發商 D廣告代理商

  7．競爭者的類型（）

  A願望競爭者  B一般競爭者  C產品形式競爭者D 品牌競爭者 

  8．行銷學公眾包括（）

  A金融公眾  B政府公眾   C媒體公眾  D 市民行動公眾

  9．波特認為，在與五種競爭力量的抗爭中，蘊涵著三類成功型戰略思想，這三種思路是：

  A總成本領先戰略；B差異化戰略；C專一化戰略  D橫向一體化

  10．市場機會作為特定的市場條件，是以其四個特徵為標誌的（0。

   A利益性 B針對性 C時效性 D公開性

  思考題：

  1． 主要競爭者在什麼基礎上進行競爭?該企業面臨的主要競爭是什麼?如他們的差異性優勢是什麼?它可維持嗎?它如何由行銷活動所支持?　

  2． 環境趨勢、變化為該行業、企業、及其行銷活動提供了何種機遇、威脅?

  3．企業尋找新的市場行銷機會的方法主要有哪些?

  案例分析題

  1．農夫山泉：創新公益事業

  2002年，農夫山泉啟動面向貧困地區基礎體育事業的“陽光工程”，農夫山泉公司通過開展“買一瓶水，捐一分錢”活動，向全國範圍內24個省份的貧困地區中小學校捐贈了價值500多萬的體育器材。

  支持北京申奧，農夫山泉一元一瓶；每購買一瓶就有一分錢支持申奧活動等，借申奧“事件”大肆宣揚品牌，引起了廣大消費者的關注，促進了銷售量的提升。

  　　在包裝水行業，農夫山泉的行銷策略擅長劍走偏鋒。2002年恰逢韓日世界盃、亞運會，但一貫擅長贊助體育賽事的農夫山泉沒有在電視報紙媒體上投放與世界盃和亞運會相關的廣告，而是靜下心來做一件相對默默無聞但富有意義的事——推出陽光工程，並且呼籲更多企業和社會力量關注貧困地區體育事業的發展。這是“農夫”繼2001年“一分錢支持申奧”以來的又一項“一分錢”活動，但關注的物件轉到了貧困地區渴望運動的孩子。像企業自己所說的，完成“錦上添花”到“雪中送炭”的轉變。

  　　陽光工程不以個體名義而是代表消費者群體的利益來支持公益事業，這在所有公益活動中是一個創舉。企業利用有效的商業推廣活動形式把社會資本轉換為經濟效益的同時，關注社會弱勢群體，並提供一定的經濟和物質資助。這也同時建立起一種新的運作機制：以企業行為帶動社會行為，以個體力量拉動整體力量，以商業性推動公益性。

  問題：農夫山泉是如何面對社會公眾的？如何利用環境的力量來樹立品牌形象的？

  
  

  2．“采樂”去屑，挖掘藥品新賣點

  　　西安楊森生產的“采樂”去頭屑特效藥，上市之初便順利切入市場，銷售量階階上升，一枝獨秀。

  　　“采樂”的成功模式主要來自於產品創意，去頭屑特效藥，在藥品行業裡幾乎找不到強大的競爭對手，在洗髮水的領域裡更如入無人之境！所以其找到了一個極好的市場空白地帶，並以獨特產品品質，成功地佔領了市場。

  　　頭屑是由頭皮上的真菌過度繁殖引起，清除頭屑應殺滅真菌；普通洗髮只能洗掉頭發上頭屑，我們的方法，殺滅頭髮上的真菌，使用8次，真對根本。

  以上獨特的產品功能性訴求，有力地抓住了目標消費者的心理需求，使消費者要解決頭屑根本時，忘記了去屑洗髮水，想起了“采樂”。

  問題:采樂是如何面對市場機會的？結合環境分析的方法，談談其成功之處，帶來的啟示？