1. MARKETING ENVIRONMENT
Dony Eko Prasetyo, S.IP.

2. Marketing Environment
Marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers

3. Marketing Environment
Customers
Micro environment (direct)
Macro environment (external)

4. Demographic Economic Cultural Company Natural Political Technological
Customers
Intermediaries
Suppliers
Competitors
Publics

5. Microenvironment
Microenvironmentconsists of the actors close to the company that affect its ability to serve its customers -- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics

6. Actor in Microenvironment

7. Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc.
Suppliers - provide the resources needed to produce goods and services.
Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.

8. Types of Marketing Intermediaries
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries

9. Customers - five types of markets that purchase a company’s goods and services.
Competitors - those who serve a target market with similar products and services.
Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

10. Customer Market Company Consumer Markets International Government
Business
Reseller

11. Types of Public

12. Macroenvironment Demographic Cultural Economic Political Natural
Forces that Shape
Opportunities
and Pose Threats
to a Company
Political
Natural
Technological

13. The Company’s Macroenvironment
Demographic:
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Marketers track changing age (aging population, family life cycle) and family structures (singles...), educational characteristics (better educated people, more white-collar people), and population diversity (gay and lesbian consumers, people with disabilities).

14. Diversity-Based Advertising
Based on careful study of cultural differences, Bank of America has developed targeted advertising messages for different cultural subgroups, here Asians and Hispanics.

15. Generation Y (Echo Boomers)
Age Distribution in U.S.
Generational Cohorts*
Baby Boomers
(82 million people born )
Generation X
(45 million people
born )
Generation Y (Echo Boomers)
(72 million people born
Woodstock, Kennedy Assassination, Vietnam
Fighting aging: skin care, adventure vacations, health foods
Divorce, AIDS
The MTV generation; more cynical; honesty and irreverence in advertising
The Internet, 9/11
Relate well to causes; teen markets
* Events occurring when people first became economic adults (usually ages 17 – 21) and its affect on their lifelong attitudes and values.

16. Changing Age Structure of the Population
Baby boomers include people born between 1946 and 1964
Most affluent Americans
3-24

17. Generation Y includes people born between 1977 and 2000
Generation X includes people born between 1965 and 1976
High divorce rates
Concerned about the environment
Respond to socially responsible companies
Less materialistic
Quality of life
Consumer organizations, environment groups, and minority groups
Generation Y includes people born between 1977 and 2000
Internet generation
3-25

18. Economic Environment
Consists of factors that affect consumer purchasing power and spending patterns.
Changes in income and income distribution (vs. social class)
Upper class
Middle class
Working class
Underclass

19. Income Distribution
Walt Disney markets two distinct Pooh bears to match its two-tiered market.

20. Natural Environment
Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

21. Factors Impacting the Natural Environment
Shortages of Raw Materials
Increased Pollution
Increased Government Intervention
Environmentally Sustainable Strategies

22. Environmental Responsibility
McDonald’s has made a substantial commitment to the so-called “green movement.”

23. Technological Environment
Most dramatic force now shaping our destiny.
Changes rapidly.
Creates new markets and opportunities.
Challenge is to make practical, affordable products.
Safety regulations result in higher research costs and longer time between conceptualization and introduction of product.

24. Political Environment
Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society.
Increasing Legislation
Changing Government
Agency Enforcement
Increased Emphasis on Ethics
& Socially Responsible Actions
Cause-Related Marketing

25. Cultural Environment
The institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors.
Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government.
Secondary beliefs and values are more open to change.

26. Society’s Major Cultural Views Are Expressed in People’s Views of:
Cultural Environment
Society’s Major Cultural Views Are Expressed in People’s Views of:
Themselves
Others
Organizations
Society
Nature
The Universe

27. Respond to Marketing Environment
Reactive: Passive Acceptance and Adaptation
Companies design strategies that avoid threats and capitalize upon opportunities.
Proactive: Environmental Management
Use of lobbyists, PR, advertorials, lawsuits, complaints, and contractual agreements to influence environmental forces.