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Marketing environment 2
- 3. Marketing Environment on Macro-Environment
competitive products, substitute products for one another, companies
competing for your consumer’s purchasing power
Monopoly
Deregulation
Oligopoly
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 4. Marketing Environment on Macro-Environment
Which one
Direct would you
Competitive buy ?
Product
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 5. Marketing Environment on Macro-Environment
Indirectly
Competitive Which one
Product would you
buy ?
products than can be substituted
for one another Sugar vs. Artificial Sweeteners
Laptop vs PC
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 6. Marketing Environment on Macro-Environment
Developing Competitive Strategy
What market? Identifying current &
potential competitors
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 7. Marketing Environment presented by Sugiharto, SH. MM
Demographic forces
Economic forces
The Company Natural forces
Technological forces
Political forces
Cultural forces
It is useless to tell a river to stop running; the best thing
is to learn how to swim in the direction it is flowing
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 8. Macro-Environment is Uncontrollable situation
An organization’s success
depends on the ability of its
its external
executives to manage its
environment
marketing system in
relation to
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 9. THE DEMOGRAPHIC Environment
The study of human populations in terms of size, density, location, age,
gender, race, occupation and other statistics
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 10. THE DEMOGRAPHIC Environment
Changing age structure ofXthe NKRI population
Generation
is the single most important demographic trend
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 11. The Key Generations of Demographic
Born between 1946 and 1964
Represent 28 % of the population
Baby Boomers Earn 50% of personal income
Entering peak earning years now
Many mini-segments exist within
the boomer group
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 12. Generation X
The Key Generations of Demographic
Born between 1965 and 1976
Maintain a cautious
economic outlook
Respond to socially
responsible companies
Will be primary buyers of
most goods by 2010
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 13. The Key Generations of Demographic
Generation Y
Born between 1977 and 1994
72 million strong; almost as
large a group as their baby
boomer parents
New products, services, and
media cater to Gen - Y
Challenging target for
marketers
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 14. The ECONOMIC ENVIRONMENT
stage of the business cycle,
Inflation and Deflation
unemployment
Discretionary Income
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 15. The NATURAL ENVIRONMENT
Involves the natural resources that are needed
as inputs by marketers or that are affected by
marketing activities
Trends
Shortage of Raw materials
Increased Pollution
Increased Government
Intervention
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 16. The TECHNOLOGY force ENVIRONMENT
The most dramatic force shaping our destiny
Rapidly changing force which creates
many new marketing opportunities but
also turns many existing products
extinct
EVERY Marketer must identify Trends in
Technological Environment
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 17. The TECHNOLOGICAL ENVIRONMENT
Faster pace of technological
change; products are outdated at a
rapid pace
Almost unlimited opportunities
being developed daily in health
care, space industry, robotics, and
bio-genetic field.
Challenge is not only technical,
but also commercial – make
practical, affordable versions of
products
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 18. Some of the most dramatic
technological changes
The TECHNOLOGICAL ENVIRONMENT occurring now are:
the declining cost and size, and
increasing power, of
microprocessors
the convergence of television,
personal computer, and telephone
technologies
the pervasive trend toward
“connectedness” through the
World Wide Web;
the emergence of biotechnology
as a key component of the
economy
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 20. Legislation affecting businesses
worldwide has increased
Laws protect companies,
consumers and the interests of
society
Consists of laws, government agencies
Increased emphasis on socially and pressure groups that influence or
responsible actions limit various organizations and
individuals in a given society
The POLITICAL ENVIRONMENT
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 21. The POLITICAL – Legal ENVIRONMENT
Component of the marketing environment Under Competitive Conditions
consisting of laws and interpretations of laws
that require firms to operate To Protect Consumer Rights
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 22. The POLITICAL – Cultural ENVIRONMENT
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 23. The Cultural Force ENVIRONMENT
Made up of institutions and other forces that
affect a society’s basic values, perceptions,
preferences and behaviors
Marketing Management © Created by SUGIHARTO, SH.MM 2011
- 24. THANK YOU
For LISTENING
Principles of Marketing DAY TWO
Presented by
Sugiharto, SH. MM
Re-programmed
Presentation created by
ugik013 Presentation Pro
Images provided by
Personal collections
Closing theme performed by
westlife
E-mail: ugik013@yahoo.com
STIE GICI Business School
© 2011
Marketing Management © Created by SUGIHARTO, SH.MM 2011
