f1c4(1)

1、1themicroenvironment微觀環(huán)境themicroenvironmentreferstotheimmediateoperationalenvironmentincludingsupplierscompetitscustomersstakeholdersintermediaries微觀環(huán)境是指直接操作環(huán)境，包括供應商，競爭對手，客戶，股東和中介機構1.1supplydem供應與需求itscurrentpotentialcus

2、tomers，suppliersintermediaries其現(xiàn)有的和潛在的客戶，供應商和中介機構。themarketeconomybasedoncapitalismcontrastswiththecentrallyplannedeconomyinwhichthestatecontrolsproduction.市場經濟基礎上的資本主義的對比與中央計劃經濟的國家控制生產。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)組織實際上做生意。它還包括企業(yè)和個人，一個組織可能會做生意。wincust

4、omers贏得客戶obtainsupplies獲取用品getaccesstothebestintermediaries進入最好的中介(immediateoperationalenvironment立即或操作環(huán)境actualpotentialcustomersthemarkercanusethemarketingmixtoconvertpotentialcustomersintoactualcustomers.實際的和潛在的客戶標記可以使

5、用營銷組合轉換成實際的客戶，潛在客戶acutelyawareoftheneedswantsofthosepotentialcustomers敏銳地意識到這些潛在客戶的需求和欲望)2internalexternalmicromacroenvironments內部外部微觀和宏觀環(huán)境ftheganisationasasystemweneedtoconsiderthevariousfceswhichhaveanimpactinternallye

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

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

8、濟需求必須是有效的4.2thedemschedulethedemcurve需求表和需求曲線PriceontheYaxisquantitydemedonthexaxis.價格在y軸需求量在x軸notethatchangesindemcausedbychangesinpricearerepresentedbymovementsalongthedemcurvethesechangesinquantitydemedinresponsetoach

9、angeinpricearecalledexpansionscontractionsindem.butthedemcurveitselfremainsthesame.請注意，需求的變化引起的價格變化是由沿需求曲線的移動，這些需求數量變化的響應變化的價格被稱為擴張或收縮的需求。但需求曲線本身仍然是相同的。4.3themarketdemcurve市場需求曲線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替代品補充品rivalbrsofthesamecommoditylikecocacolapepsicola競爭對手品牌的同一商品像可口可樂和百事可樂teacoffee茶和咖啡somedifferentfmsofentertainment一些不同的娛樂