f1c4(1)

1、1themicroenvironment微觀環(huán)境themicroenvironmentreferstotheimmediateoperationalenvironmentincludingsupplierscompetitscustomersstakeholdersintermediaries微觀環(huán)境是指直接操作環(huán)境，包括供應(yīng)商，競(jìng)爭(zhēng)對(duì)手，客戶(hù)，股東和中介機(jī)構(gòu)1.1supplydem供應(yīng)與需求itscurrentpotentialcus

2、tomers，suppliersintermediaries其現(xiàn)有的和潛在的客戶(hù)，供應(yīng)商和中介機(jī)構(gòu)。themarketeconomybasedoncapitalismcontrastswiththecentrallyplannedeconomyinwhichthestatecontrolsproduction.市場(chǎng)經(jīng)濟(jì)基礎(chǔ)上的資本主義的對(duì)比與中央計(jì)劃經(jīng)濟(jì)的國(guó)家控制生產(chǎn)。Elementsofthemicroenvironment元素的微環(huán)

3、境themicroenvironmentcomprisesnotjustthosefirmsthatanganisationactuallydoesbusinesswith.italsoincludesthosefirmsindividualsthatanganisationcouldpotentiallydobusinesswith.微觀環(huán)境包括的不只是這些企業(yè)組織實(shí)際上做生意。它還包括企業(yè)和個(gè)人，一個(gè)組織可能會(huì)做生意。wincust

4、omers贏得客戶(hù)obtainsupplies獲取用品getaccesstothebestintermediaries進(jìn)入最好的中介(immediateoperationalenvironment立即或操作環(huán)境actualpotentialcustomersthemarkercanusethemarketingmixtoconvertpotentialcustomersintoactualcustomers.實(shí)際的和潛在的客戶(hù)標(biāo)記可以使

5、用營(yíng)銷(xiāo)組合轉(zhuǎn)換成實(shí)際的客戶(hù)，潛在客戶(hù)acutelyawareoftheneedswantsofthosepotentialcustomers敏銳地意識(shí)到這些潛在客戶(hù)的需求和欲望)2internalexternalmicromacroenvironments內(nèi)部外部微觀和宏觀環(huán)境ftheganisationasasystemweneedtoconsiderthevariousfceswhichhaveanimpactinternallye

6、xternally該組織作為一個(gè)系統(tǒng)，我們需要考慮的各種力量有影響的內(nèi)部和外部materials物料money錢(qián)men(iehumanresource)男子（即人力資源）actingrationallymeansthattheconsumerattemptstomaximisethetotalutilityattainablewithalimitedincome.理性行動(dòng)意味著消費(fèi)者試圖最大限度的總效用達(dá)到有限的收入alternativ

7、e替代4thedemschedule需求表thepositionofthedemcurveisdeterminedbythedemconditionswhichincludeconsumerstastespreferencesconsumersincomes.需求曲線的位置是確定的條件，其中包括消費(fèi)者的口味和喜好，以及消費(fèi)者的收入。4.2theconceptofdem需求的概念Economicdemneedstobeeffective經(jīng)

8、濟(jì)需求必須是有效的4.2thedemschedulethedemcurve需求表和需求曲線PriceontheYaxisquantitydemedonthexaxis.價(jià)格在y軸需求量在x軸notethatchangesindemcausedbychangesinpricearerepresentedbymovementsalongthedemcurvethesechangesinquantitydemedinresponsetoach

9、angeinpricearecalledexpansionscontractionsindem.butthedemcurveitselfremainsthesame.請(qǐng)注意，需求的變化引起的價(jià)格變化是由沿需求曲線的移動(dòng)，這些需求數(shù)量變化的響應(yīng)變化的價(jià)格被稱(chēng)為擴(kuò)張或收縮的需求。但需求曲線本身仍然是相同的。4.3themarketdemcurve市場(chǎng)需求曲線generallyslopesdownfromlefttoright一般斜坡從左到右

10、providedthatallotherconditionsaffectingdemareunchanged提供所有影響需求的其他條件都不變4.4substitutescomplements替代品補(bǔ)充品rivalbrsofthesamecommoditylikecocacolapepsicola競(jìng)爭(zhēng)對(duì)手品牌的同一商品像可口可樂(lè)和百事可樂(lè)teacoffee茶和咖啡somedifferentfmsofentertainment一些不同的娛樂(lè)