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the party's fine style, carry forward the traditional Chinese virtues, practicing the Socialist core values, vigorously carry forward the spirit of Jiao Yulu, Hongqi Canal spirit and spirit of persistence, honesty in politics, strict statesman, stick to the spiritual heights of the Communists. Four to devotion, as, do play a role in qualifying. Official Communist duty. To fulfill the party's purpose, maintain for the people themselves, and dedication, devotion, maintain pioneer, pioneering and enterprising spirit, active at the well-off extra practice, make contributions. The incentive function of party organizations at all levels should give full play to advanced models, establish a representative, advanced and typical of the times, and guide the broad masses of party members to emulate. In honor of the 95 anniversary of founding as an opportunity to award in recognition of a number of outstanding party members ' advanced grass-roots party organizations, outstanding party workers, and put the pioneer trees. Third, the \change into. Learning to teachEducation in order to solve the problem, if it does not solve the problem, it will form, goes through the motions. To strengthen the consciousness of problems and insisted on problem-oriented, problem-solving learning education for traction, truly deep investigation into change, modification. A checked swing. Learning education programme for party-building in our city actually proposed to focus on solution of fuzzy ideals and beliefs waver, consciousness, purpose of the party weak sense, honesty and self-discipline awareness is not strong, depressed, six issues of ethical misconduct study contents specific programmes for all party members and leading cadres above the county level shall focus on further refinement to the problems. Specific to every party member and every cadre, also requires a combination of actual and controlled, focused and really put yourself in, people see things, see, with their own specific problems to learn Constitution Party rules, series, address, so precision to find the problem, laying a solid foundation for further corrective action. B to make change. For check put of problem, through established rectification Taiwan account, and take special supervision, and on account PIN,, approach, insisted do side learn side modified, and that know that modified, while focused on put \n a do\ducation rectification with grasp party of mass line education practice activities and \e real\ducation problem rectification combined up, consolidation expanded has made of rectification results, strongly corrected \endless corrected \nd\on masses side of abuses, ensure work advance more powerful, and problem solution more completely. Third, we must consolidate our achievements. For more public, some party members who focus on the outstanding issues, combining concentrated

市场营销专业班级教师授课时间教学课题教学目的教材分析教学方法教学手段微观环境分析学时 2学时(90’) 通过本次课的学习，使同学们掌握市场营销微观环境因素的主要内容和各因素对企业营销活动带来哪些影响。重点难点市场营销微观环境因素包括的内容市场营销微观环境因素对企业营销活动的影响讲授法、比较分析法课堂教授教学过程及时间分配 [导入新课]企业的营销活动必然在一定的环境条件下开展，为此，要对影响企业营销的各种环境因素进行分析。（5′） [主要教学内容] 第二章市场营销环境 2.1 微观环境分析 1．微观环境的含义（5′） 2．微观环境包括的因素（45′） 3．微观环境因素对企业营销活动的影响（25′） [小结与作业布置]（5′）教研室主任检查签字第一节微观环境分析一、企业

ectification and strengthening the management of daily education, the spirit of reform short of the complete system, pay close attention to system implementation, really make the party organization and party member education and strict management, solid. Finally, the \ead, be sure to promote efficiency. \o\ducation educational, not working with the Centre two, must stick around the Center, serving the overall situation, coordinate, truly result-oriented and promote efficiency. Current and future a period, to tightly around coordination advance \nning full built society this a central and work overall, put carried out learning education as promoted work of important opportunities and powerful power, guide General members cadres insisted development first priority, active adapted economic development new normal, consciously practice line five big development concept, effective grasp supply side structural reform, to guarantees and improved livelihood, construction more high ecological vitality happiness of city. Last year, we carry out \-three\ctivities as a \e-three\cial education important, find education and effective platform to facilitate the combination of work. Reference this a good practices, provincial, and municipal decided in \o learn a do\ning education in the carried out \ck five promoting\County District units to insisted put \do\ning education and \ck five promoting\c fusion, and common advance, do one plan layout, and one organization implementation, put carried out \n a do\on, and \promoting\party work evaluation of importantContent, as an important aspect of mutual evaluation on party members, testing as an important basis for leading bodies and leading cadres ' performance and guide the broad masses of party members and cadres to study education opens up to the main economic and social development. At present, the overall smooth economic operation in our city, but downward pressure is still high, faced a number of challenges and tests. Meanwhile, coincides with the city, County and township party committees this year general election year, how to really choose loyal, clean and serves as a good cadre, iron discipline of General Feng Qing Qi, Qi, Qi Shun, swapped out Powerful good situation, is a real test for all of us. General work on %udy the effect of education inspection, if the true series of party rules and Constitution speaks well and truly become a qualified party member, naturally we can deal with advance and retreat left turn treatment, proper organizational arrangements and selection, proper treatment of personal interests. o put carried out \arn a do\ng education with do reform development stable the work combined up, and seriously do Center work, and daily and job combined up, and guarantees improved livelihood, and promote social harmony combined up, and completed the task combinethe party's fine style, carry forward the traditional Chinese virtues, practicing the Socialist core values, vigorously carry forward the spirit of Jiao Yulu, Hongqi Canal spirit and spirit of persistence, honesty in politics, strict statesman, stick to the spiritual heights of the Communists. Four to devotion, as, do play a role in qualifying. Official Communist duty. To fulfill the party's purpose, maintain for the people themselves, and dedication, devotion, maintain pioneer, pioneering and enterprising spirit, active at the well-off extra practice, make contributions. The incentive function of party organizations at all levels should give full play to advanced models, establish a representative, advanced and typical of the times, and guide the broad masses of party members to emulate. In honor of the 95 anniversary of founding as an opportunity to award in recognition of a number of outstanding party members ' advanced grass-roots party organizations, outstanding party workers, and put the pioneer trees. Third, the \change into. Learning to teachEducation in order to solve the problem, if it does not solve the problem, it will form, goes through the motions. To strengthen the consciousness of problems and insisted on problem-oriented, problem-solving learning education for traction, truly deep investigation into change, modification. A checked swing. Learning education programme for party-building in our city actually proposed to focus on solution of fuzzy ideals and beliefs waver, consciousness, purpose of the party weak sense, honesty and self-discipline awareness is not strong, depressed, six issues of ethical misconduct study contents specific programmes for all party members and leading cadres above the county level shall focus on further refinement to the problems. Specific to every party member and every cadre, also requires a combination of actual and controlled, focused and really put yourself in, people see things, see, with their own specific problems to learn Constitution Party rules, series, address, so precision to find the problem, laying a solid foundation for further corrective action. B to make change. For check put of problem, through established rectification Taiwan account, and take special supervision, and on account PIN,, approach, insisted do side learn side modified, and that know that modified, while focused on put \n a do\ducation rectification with grasp party of mass line education practice activities and \e real\ducation problem rectification combined up, consolidation expanded has made of rectification results, strongly corrected \endless corrected \nd\on masses side of abuses, ensure work advance more powerful, and problem solution more completely. Third, we must consolidate our achievements. For more public, some party members who focus on the outstanding issues, combining concentrated 二、供应商

供应者就是向企业及其竞争者提供资源的企业和个人。企业要在生产经营中获得比较优势，就必须从供应环节取得资源优势。这样才能为销售环节提供可靠的物质和精神保证。

供应商为企业提供生产产品所需的各种资源。供应商对企业的影响具体表现在两个方面：一是价格变动的影响，价格上升，往往会使企业因成本上扬不得不提高产品售价，从而影响企业与顾客的长期关系；二是货源的充足性与质量，如供应商的货源不及时，会影响企业正常生产和销售合同的履行，这会对企业的形象产生负面影响。

因此，企业一方面应与主要供应商保持长期稳定的关系；另一方面，应建立广泛的购货渠道，以免因过分依赖某些供应商造成被动局面。三、营销中介四、市场

企业开展各种类型的营销活动，就是为了更好地向目标市场提供商品和劳务。目标市场有：消费者市场、生产者市场、经销商市场、政府市场和国际市场。五、竞争者

从与企业销售关系的密切程度看，有四个层次的竞争者：即品牌竞争者、形式竞争者、同类竞争者和愿望竞争者。

六、公众

公众是这样的一种群体，它对一个组织完成其目标的能力有着实际或潜在的影响。公众可能有助于增强也可能阻碍一个企业实现自己目标的能力，企业应处理好与公众的关系。企业公关部门负责公共关系的建设，通过收集涉及企业的公众意见和态度，发布和交流信息，树立企业信誉。围绕企业的公众有七类：金融界、媒介、政府机构、社会团体、地方公众、普通公众和内部公众。

7.内部公众指企业内部的成员，包括董事会、经理、管理人员和一般工作人员。当企业内部公众对自己的企业感到满意时，他们的态度也能传播到企业外的公众。

企业必须把他们的基本力量用于管理好自己的营销系统，但公司的成功还依赖于社会中各团体如何看待他们的行为。企业应花费一定时间参与公众活动，创造良好的公众关系氛围。

[课后小结]

本次课的学习，要求重点掌握市场营销微观环境，理解市场营销管理的实质和任务。

[课后思考]

1．什么是市场营销微观环境？市场营销的微观环境因素主要包括哪些内容？ 2．市场营销的微观环境因素对企业营销活动的影响。

荆州职业技术学院市场营销课程教案

ectification and strengthening the management of daily education, the spirit of reform short of the complete system, pay close attention to system implementation, really make the party organization and party member education and strict management, solid. Finally, the \ead, be sure to promote efficiency. \o\ducation educational, not working with the Centre two, must stick around the Center, serving the overall situation, coordinate, truly result-oriented and promote efficiency. Current and future a period, to tightly around coordination advance \nning full built society this a central and work overall, put carried out learning education as promoted work of important opportunities and powerful power, guide General members cadres insisted development first priority, active adapted economic development new normal, consciously practice line five big development concept, effective grasp supply side structural reform, to guarantees and improved livelihood, construction more high ecological vitality happiness of city. Last year, we carry out \-three\ctivities as a \e-three\cial education important, find education and effective platform to facilitate the combination of work. Reference this a good practices, provincial, and municipal decided in \o learn a do\ning education in the carried out \ck five promoting\County District units to insisted put \do\ning education and \ck five promoting\c fusion, and common advance, do one plan layout, and one organization implementation, put carried out \n a do\on, and \promoting\party work evaluation of importantContent, as an important aspect of mutual evaluation on party members, testing as an important basis for leading bodies and leading cadres ' performance and guide the broad masses of party members and cadres to study education opens up to the main economic and social development. At present, the overall smooth economic operation in our city, but downward pressure is still high, faced a number of challenges and tests. Meanwhile, coincides with the city, County and township party committees this year general election year, how to really choose loyal, clean and serves as a good cadre, iron discipline of General Feng Qing Qi, Qi, Qi Shun, swapped out Powerful good situation, is a real test for all of us. General work on %udy the effect of education inspection, if the true series of party rules and Constitution speaks well and truly become a qualified party member, naturally we can deal with advance and retreat left turn treatment, proper organizational arrangements and selection, proper treatment of personal interests. o put carried out \arn a do\ng education with do reform development stable the work combined up, and seriously do Center work, and daily and job combined up, and guarantees improved livelihood, and promote social harmony combined up, and completed the task combinethe party's fine style, carry forward the traditional Chinese virtues, practicing the Socialist core values, vigorously carry forward the spirit of Jiao Yulu, Hongqi Canal spirit and spirit of persistence, honesty in politics, strict statesman, stick to the spiritual heights of the Communists. Four to devotion, as, do play a role in qualifying. Official Communist duty. To fulfill the party's purpose, maintain for the people themselves, and dedication, devotion, maintain pioneer, pioneering and enterprising spirit, active at the well-off extra practice, make contributions. The incentive function of party organizations at all levels should give full play to advanced models, establish a representative, advanced and typical of the times, and guide the broad masses of party members to emulate. In honor of the 95 anniversary of founding as an opportunity to award in recognition of a number of outstanding party members ' advanced grass-roots party organizations, outstanding party workers, and put the pioneer trees. Third, the \nto. Learning to teachEducation in order to solve the problem, if it does not solve the problem, it will form, goes through the motions. To strengthen the consciousness of problems and insisted on problem-oriented, problem-solving learning education for traction, truly deep investigation into change, modification. A checked swing. Learning education programme for party-building in our city actually proposed to focus on solution of fuzzy ideals and beliefs waver, consciousness, purpose of the party weak sense, honesty and self-discipline awareness is not strong, depressed, six issues of ethical misconduct study contents specific programmes for all party members and leading cadres above the county level shall focus on further refinement to the problems. Specific to every party member and every cadre, also requires a combination of actual and controlled, focused and really put yourself in, people see things, see, with their own specific problems to learn Constitution Party rules, series, address, so precision to find the problem, laying a solid foundation for further corrective action. B to make change. For check put of problem, through established rectification Taiwan account, and take special supervision, and on account PIN,, approach, insisted do side learn side modified, and that know that modified, while focused on put \n a do\ducation rectification with grasp party of mass line education practice activities and \e real\ducation problem rectification combined up, consolidation expanded has made of rectification results, strongly corrected \endless corrected \nd\on masses side of abuses, ensure work advance more powerful, and problem solution more completely. Third, we must consolidate our achievements. For more public, some party members who focus on the outstanding issues, combining concentrated《市场营销学》教案

市场营销专业班级教师授课时间教学课题教学目的教材分析教学方法教学手段宏观环境分析学时 2学时(90’) 通过本次课的学习，掌握市场营销宏观环境因素的主要内容，以及这些因素对企业营销活动带来的影响；企业应如何适应环境的变化规避风险，获得机会。重点难点市场营销宏观环境因素的内容市场营销宏观环境因素对企业营销活动的影响讲授法、因素分析法课堂教授教学过程及时间分配 [导入新课]分析了企业市场营销的微观环境因素之后，还必须对企业所处的宏观环境进行分析，从而发现市场机会，避开环境威胁。（5′） [主要教学内容] 2.2 宏观环境分析 1．宏观环境的含义（10′） 2．宏观环境包括的内容（55′） 3．宏观环境因素对企业市场营销活动的影响（15′） [小结与作业布置]（5′）教研室主任检查签字

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