1. RT June '981 MARKETING ENVIRONMENT b Company’s Microenvironment b company’s Macroenvironment

2. RT June '982 COMPANY’S MICROENVIRONMENT b Company b Suppliers b Marketing Intermediaries b Customers b Competitors b Publics

3. RT June '983 COMPANY’S MACROENVIRONMENT b Demographic environment b Economic environment b Natural environment b Technological environment b Political environment b Cultural enrvironment

4. RT June '984 Demographic Environment è Changing Malaysian Family è Geographic shifts in population è Better-educated and more white- collar population è Increasing ethnic and racial diversity

5. RT June '985 Economic Environment è Changes in income è Changing consumer spending patterns

6. RT June '986 Natural Environment è Shortages of raw materials è Increased cost of energy è Increased pollution è Gov’t intervention in natural resource management

7. RT June '987 Technological Environment è Fast pace of technological change è High R & D budgets è Concentration on minor improvements è Increased regulation

8. RT June '988 Cultural Environment è Persistence of Cultural Values è Shifts in Secondary Cultural Values