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    1. 1 ?????????????????????

    2. Topics ????????????????? ????????????????

    3. 3 ????????????????????? ????????????????? ???????????????? ????????????????? ???????????????? ???????????????? ????????????????????

    4. 4 ????????????????? ????????????????(Macro environment) ?????????????????(Micro environment)

    5. 5 ???????????????? ????????????? ????????????????????????????? ?????????????????????????????????????????????????? ??????????????????????????? ???????, ??????????????, ???????????????, ??????

    6. ?????????????????????????????????????USA P.37

    7. ???????????? Gen Y 1. ?????????????? ??????????????????????? Traditional ????????????????????????????????????????? 2. ?????????????? 3. ???????????????? 4. ??????????????????? ??????????? 5. ????????????? Multi-tasking 6. ??????????????????????? 7. ?? Brand Loyalty ?????????? Generation 8. ????????????????????????????????????? ???????????????????????? ????????????????????????????????????????

    8. Case Study I KFC ?????????????????

    9. ??????? ??????????? ?????????????????????? ??? KFC ??????????????????? ?????????????????????????????????????????????????????? ????????????????????? ?????? 2 ?? ???????????????????????? ??????????????????? ????????????????????? ????????????????? 2 ?????? ??????????????????? Relationship ???????????????????????? ??? Gen Y ??????????????????????? ??????? Gen Y ????????????????????????????? ????????????? ????????????? ????????????????? ???????????????? ???????????????????????????? ????????? ????????????????????????? ????????????? Gen X ???? Baby Boomer ?????????? ????????????????????????? ????????????????????????????? ?????????????????????????????????????????? ???????????? ?????????????????????? ???????????? ???????????????????????????????????????? Attack Gen Y ????????????????????? Gen X ???? Baby Boomer ?????????????????????????????? ?????? ????????? ???????????????? ?????? ??? ???????????? ????????? ????? ????????? POSITIONING ?????????????????????????????

    10. ?????????????????????????????????????????????????????????????????????????????????????????? ???????????? ?????playstation Apple Computer Mercedes Benz Toyota

    12. 12 ????????????? ??????????????????????????????? ????????????????????????????? ???????????? ???????????????, ????????????????? ????????????????????????????????: ??????????, ?????????????????????????????????????????? ????????????????

    15. 15 ???????????????? ????????????? ??????????????????????????? ?????????????? ??????????????????????? ??????????????????????????? ????????????????????????????????

    16. 16 ???????? ??????????????? ???????????? / ??????? ??????????????????????????????: ???????????? ???????????????????????????(???????) ???????????????????????????????????? ??????????????? ????????????????

    17. GNH Gross National Happiness is used to determine a countries mental well being opposed to Gross Domestic Product (GNP) which measures a countres output in products.

    19. ????????????????????????????????? Living in Moderation Society ???????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????? MOSO (Moderation Society) ???????????????????????????? ????????????????????????????????????????????? (??.???.) ??????????????????????????????????????????????????????? ??????????????????? ????????????????????????????????? ???????????????????????????????????????????????????????? ????????????????????? ?????????????????????????????????????????? ?????? ??????? ?????????????????????????????????

    20. 20 ?????????? ??????????????????????????????????????: ??????????????????????????????: ????????????????????????????: ???????????????????????????????????: ????????????????

    21. 21

    22. 22

    23. 23 ?????????????????????? ????????????????????????????? ????????????????????????? ???????????????? ????????????????

    24. The number one issue in Australia today is water. Two per cent of NSW not in drought Summer crop yield smallest in 20 years Voters' choice: it all comes down to water Grim forecasts for thirsty summer crops Melbourne's water restrictions to stay.

    25. 25 ????????? ??????????????????????????????????? ????????????????????????????????? (??????????????????????????????????????) ????????????????

    26. 26 ????????????????? ?????????????????????????????????????????????? ????????????????????????????????????????????? ?????????????????????????????????????? ???? ????????.??????????????????? ????????????????

    27. 27 ???????????????? ?????????????????????? ??????????????????????? ???????????????????????????????????????????? ???????????????????????????(????????????????????) ?????????????????????????????????: (????,??????,???????) ????????????????

    28. 28 Green Marketing ?????????????????????: ?????????????????????????????????????????????? Green Marketing: ?????????????????????????????????????????????????? ???? ???????? Green Product: ???????????????????????????????

    29. 29 Tesco Greenstore(?????? 1)

    30. 30 ??????????????????? ???????????????? Recycle: ?????????????????????????????????????? Reuse: ????????????????? Reduce: ??????????????????????????????????? ????? Refill: ????????????????????????????? Reject: ?????????????????????????????????????????????? ????????????????????????????????????????

    31. 31 ????????????????? ???????????????????????????????(Suppliers) ????????????????(Marketing Intermediaries) ??????????????(Customer or Market)

    32. 32 ???????????????? (Marketing Intermediaries) 1. ??????????????????? ???????????? (merchant Middleman): ??????????????????????????????? ?????????(Wholesaler) ??????????(Retailer)

    33. 33 ????????????????(Marketing Intermediaries) 1. ??????????????????? ????????????(Agent Middleman): ????????????????????????? ???????????????????????????????????????? ???????????????????????????????? ?????? ???????(Broker) ?????????????(Selling Agent) ????????????(Auction Company)

    34. 34 2. ?????????????????????????????? ??????????????????????, ??????????????, ???????????????????? ??????????????????? ????????????????????? ???? ???????????????????, FedEx ????????????????(Marketing Intermediaries)

    35. 35 ?????????????? ?????????????(Consumer Market) ?????????????? (Industrial Market) or BM ??????????????????????????? (Reseller Market) ??????????(Government Market) ??????????????(International Market)

    36. 36 ???????????????? ????????????????(Marketing Factor) ???????????????????????(Marketing Mix) ?????????????????????(Internal Non-marketing Resource)

    37. 37 ???????????????? ????????? ???? ????????????? ??????????????????

    38. 38 ????????????????????? ??????????? ??????? ?????????????? ????????????? ???????????????????????????? ????????????????

    39. ????

    40. Exercise 2 Marketing Environment

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