CHAPTER 5 - Marketing Environment

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CHAPTER 5 :

ANALYZINGMARKETING

ENVIRONMENT5.1 : MICROENVIRONMENT

5.2 : MACROENVIRONMENT


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MARKETINGENVIRONMENT

The players and forces outsidemarketing that a ecting marketingmanagement ability to build andmaintain successful and relationshipwith target customers.

Consist of : Microenvironment Macroenvironment


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MICROENVIRONMENT

The players or parties close to thecompany that a ect its ability to serve itscustomer.

To build success marketing plan, it requiresbuilding relationship between with others.

Microenvironment consist of :! The Company "! Competitors

! Marketing ntermediaries "! #ublics! $upplier " ! Customer


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MACROENVIRONMENT

The factor that can a ect thedecision and trend of themicroenvironments activities.

$ome forces in macroenvironment,are unforeseeable anduncontrollable. %nd others can bepredicted and handled through skilfulmanagement.


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MACROENVIRONMENTFORCES

The element in macroenvironment:&. 'emographic(. )conomic*. +atural

. Technological-. #olitical and social.

. Cultural


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1. DEMOGRAPHIC

$tudy about human population. Changes in demographic, will result

high impact in marketing %s changes in demographic will

re/ect the sales, marketing keepeyes close on demographic trends.

0ender, race, occupation, location,density, and etc.


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2. ECONOMIC

)conomic changes will a ect thepurchasing power of customers andspending patterns.

'i erent demographic, di erent levelof income, thus it will re/ect thespending patterns.


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2. ECONOMIC

1evel of income is one of factor thatcan a ect customer purchasingpower.

n marketing, it can be class into * :2 ndustrial economics 'eveloping economics $ubsistence economics.


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. NAT!RAL

+atural environment involves physicalenvironment and natural resources that areneeded by marketers.

#hysical environment involves weather,natural disaster.

%s ethical marketers, understandingenvironment sustainability is important topreserve the nature.

Trends in natural environment involvesshortage of raw material, increased pollutionand government intervention.


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". TECHNOLOGICAL

3orces the create new technologiesand create new market opportunities.

s the most in/uence factor that canchanges marketing pattern andactivities in nowadays environment.

4y which terms it, technology cangive of opportunities towardscustomer and also company5


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5. POLITICAL ANDSOCIAL

1aws government agencies andpressure groups that in/uence andlimit various organi6ations andindividuals in a given society.

t could limit or costly the marketingactivities, but it helps to make themarket opportunities fair for allparties 7etc : customer, competitorsand public!


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5. POLITICAL ANDSOCIAL

The reason why governmentintervention is needed in market :

To protect the companies from each other #rotect consumer from unfair business. #rotect interest of society against

unrestrained business behaviour.

4y a little bit touch from government,it will increases ethics and sociallyresponsible actions.


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#. C!LT!RAL

nstitutions and other forces thata ect society8s basic values,perceptions, preferences andbehaviour.

Marketer should understand andrespect these forces in order tosustain in market.

The aspect consist under culturalvalues and secondary belief.

CHAPTER 5 - Marketing Environment

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