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Chapter2 Analysis of the International Marketing Environment - Coggle…
Chapter2 Analysis of the International Marketing Environment
2.1 Introduction to the International
Marketing Environment
2.1Marketing Environment 定义 P24
宏观Macro特点
uncontrollable factors
（不可控，所以P25）
SWOT 宏观、微观都行 P25
.
2.2宏观Macro-environment Analysis
1.political and legal environment
P30（1）（2）（3）（4）
pressure groupsP29
2.Economic environment P32,33
3.Socio-cultural environment P34
4.Technological environment科学技术环境
5.Natural environment P36
6.Demographic environment P37
PESTAL:Polotical,economic,socio-Cultural,technological,legal,environment
2.3 Micro-environment Analysis
1.Competitive environment& Competitors
Poter's five forces Model
波特五力模型 P39
2.Internal environment
3.Suppliers
4。Marketing intermediaries
（中介赚得最多）
5.Customer
6.Public(不参与企业的经营）