Narasumber: Kanaidi, SE., M.Si., cSAP HP. 0812 2353 284, WA.: 0878 2330 6608 e-mail : kanaidi63@gmail.com atau kanaidi@yahoo.com ---------------------------------------------

1. Lingkungan Pemasaran
(Marketing Environment)

2. Types of Environment

3. Marketing Environment
Lingkungan pemasaran terdiri dari semua pelaku
dan kekuatan yang mempengaruhi kemampuan
perusahaan untuk melakukan transaksi bisnis
secara efektif dengan pasar sasarannya

4. Chapter 2 Version 3e 4
External Marketing Environment
Social
Demographic
Economic
Technologic
Political and Legal
Competitive
External
Environmental
Factors
Natural

5. Demographics
Social
Change
Economic
Conditions
Political &
Legal Factors
Technology
Competition
Environmental
Scanning
Target Market
Product
Price
Place
Promotion
External Environment
is not controllable
Ever-Changing
Marketplace
Natural Factors
4P
A defined group most likely to buy a firm’s
product.
Target Market ;
External Marketing Environment

6. Social Factors
Values
Attitudes
Lifestyle
Social Factors
Mendiskripsikan Faktor Sosial
Yang Mempengaruhi Pemasaran.

7. Social Values
Modernism
Cultural Creativity
Traditionalism
Today’s
Marketing-
Oriented
Values

8. Marketing-Oriented Values
Cultural
Creativity
Traditionalism
Modernism
Interested in new products
and services.
“Heartlanders” with
nostalgic views
Place high value on success, materialism,
technology

9. The Poverty of Time ;
A lack of time to do anything but work, commute to
work, handle family situations, do housework, shop,
eat, sleep...
Component Lifestyles ;
The practice of choosing goods and services that meet
one’s diverse needs and interests rather than
conforming to a single, traditional lifestyle.

10. Role of Families & Women
• 58% of all females are in the workforce
• Rising purchasing power from dual-income
families
• Change of “traditional” purchasing roles

11. Perempuan Kaya : Pemegang Aset Terbesar
• 75% wanita memiliki pendapatan yg melebihi suami
• Penghasilan mereka berkontribusi 68% terhadap
pendapatan rumah tangga.
• 47% orang yg asetnya melebihi $500.000 adalah wanita.
• 51,3% wanita mengendalikan kekayaan pribadi di USA
• s.d 1998 wanita kaya di USA meningkat 68%, sedangkan
pria kaya hanya meningkat 36%.
(Martha Barletta, Marketing to Women, 2004 ):

12. Kotler, Marketing Management, 1997, Prentice Hall Int, New Jersey
“Keyakinan, nilai-nilai, dan norma seseorang
dibentuk oleh masyarakat di mana mereka
dibesarkan. Manusia menyerap pandangan dunia
yang merumuskan hubungan mereka ;
Lingkungan Social/Budaya:
• dengan dirinya sendiri (views of themselves)
• dengan sesamanya (views of others)
• dengan organisasi (views of organizations)
• dengan social (views of social)
• dengan alam (views of nature) , dan
• dengan alam semesta (views of the universe)”

13. Demographic Factors
Age
Location
Ethnicity
Demographics
Menjelaskan Pentingnya Trend Demograpi
saat ini bagi para Pemasar.

14.  Demographic Trends :
– Struktur usia yang berubah
– Perubahan profil keluarga
– Perubahan populasi geografis
– Populasi terdidik
– Peningkatan keragaman

15. Baby Boomers
• Born between 1946 and
1964.
• Represent 28% of the
population; earn 50% of
personal income.
• Many mini-segments exist
within the boomer group.
• Entering peak earning years
as they mature.
• Lucrative market for travel,
entertainment, housing,
and more.
Individualism has
led to a
Personalized
Economy :
Delivering goods and
services at a good value on
demand.

16. Chapter 2 Version 3e 16
Product Characteristics in a
Personalized Economy
Customization
Immediacy
Value
Products are custom designed
and marketed to small target markets
Products are delivered at
the consumer’s convenience
Businesses must price competitively or
create innovative products

17. Generation X 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 GenY.
• Computer, Internet and
digitally saavy.
• Challenging target for
marketers.
 Born between 1965 and
1976
 First latchkey children
 Maintain a cautious
economic outlook
 Share new cultural
concerns
 Represent $125 billion in
annual purchasing power
 Will be primary buyers of
most goods by 2010

18. Age Groups: Generation Y
Born between 1979 and 1994.
Size creates immense marketing impact.
Respond to ads differently.
Age Groups: Generation X
Born between 1965 and 1978.
Savvy and cynical consumers.
Indulge themselves with meals/alcohol,
clothing, and electronics.

19. Age Groups: Older Consumers
 Age “50 plus”
 Healthier, wealthier, better
educated.
 Considerable purchasing
power.
 Market potential not fully tapped.
Location: Indonesian on the Move
 Average Indonesian citizen
moves every six years.
 Immigrants add billion Rupiah
yearly to economy.
 Migration is a global phenomenon

20. Growing Ethnic Markets
 Indonesian population is becoming a
multicultural society and workforce.
 Trend in Indonesian is toward greater
multiculturalism.
Multiculturalism ;
When all major ethnic groups in an area such as a city,
county, or census tract--are roughly
represented.

21. Multiculturalism
When all major ethnic
groups in an area--
such as a city, county, or census
tract--are roughly
represented.

22. Multicultural Marketing
Stitching
Niches
Niche
Marketing
Adapting
Promotion
Marketing
Strategies
for
Multicultural
Markets
A strategy for multicultural marketing that combines ethnic, age,
income, and lifestyle markets, on some common basis, to form a
large market.
Stitching Niches ;

23. 23
Economic Factors
Distribution of
Consumer Income
Inflation
Recession
Economic Areas
of Concern to
Marketers
Mengidentifikasi reaksi konsumen and Pemasar
atas situasi economi di suatu negara.
• Lingkungan ekonomi terdiri dari faktor-faktor yang mempengaruhi daya beli dan
pola pembelian
• Lingkungan ekonomi cenderung ditentukan oleh perhatian konsumen pada nilai
dan perubahan pola belanja konsumen

24.  The Economic Environment
– Affects consumer purchasing power and
spending patterns.
– Types of national economies: subsistence vs.
industrial.
– Consumers now spend carefully and desire
greater value.
 Subsistence Economic.
 Raw-Material-Exporting
Economic.
 Industrializing Economic.
 Industrial Economic.
 Incomes Distribution :

25. Rising Incomes :
 46% of Indonesian households
earn “middle-class” income.
 Over 10%, primarily
from dual-income families.
 More discretionary income for
high-end goods and services.
 Kelas Atas.
 Kelas Menengah.
 Kelas Pekerja.
 Kelas bawah.
Distribusi pendapatan yg tidak merata:
Hukum Engel ?

26. Inflation :
 Prices rise with no wage increase
Purchasing Power decreases.
 Increase profit margins by increasing efficiency.
 Consumers reaction:
– Search for lowest prices
– Rely on coupons and sales
Recession :
 Income, production and employment fall.
 Reduced demand for goods and services

27. Recession Marketing Strategies
 Improve existing products.
 Introduce new products.
 Maintain customer services.
 Emphasize top-of -the line products.

28. Technological & Resource
Factors
 New technology helps firm cope
with other environmental factors
 Indonesian excels at basic research,
but falls short at applied research
 Information technology has
helped Indonesian economic growth

29. Key Technological Trends
– The technological environment is characterized by
rapid change.
– New technologies create new opportunities and
markets but make old technologies obsolete.
– The U.S. leads the world in research and
development spending.

30. Political and Legal Factors
Consumers
Businesses Society
New
Technology
Laws and Regulations Protect
Learning Objective : Mendiskusikan lingkungan politik dan
hukum di bidang marketing.

31. The Political Environment :
– Lingkungan politik terdiri dari hukum,
badan, dan kelompok yang mempengaruhi
atau membatasi tindakan pemasaran
– Lingkungan politik telah mengalami tiga
perubahan yang mempengaruhi pemasaran
di seluruh dunia:
•Increased legislation to protect businesses as
well as consumers.
•Changes in governmental agency enforcement.
•Increased emphasis on ethical behavior and
social responsibility.

32. Legislation Regulating Business
Has three main purposes ;
• to protect companies from unfair competition.
• to protect consumers from unfair business
practices.
• to protect the interests of society from unbridled
business behavior.
 Keputusan pemasaran dipengaruhi langsung oleh
perkembangan politik dan hukum.
 Hukum dan Peluang Bisnis Baru
Co : Hukum wajib daur ulang  Industri daur ulang
 Undang-undang yang terus meningkat.

33. Growth of Special-Interest Groups
Jumlah dan kuantitasnya telah meningkat
Komite aksi politik menekan pemerintah dan menekan
eksekutif bisnis utk lebih memperhatikan :
• hak-hak konsumen,
• hak wanita,
Gerakan Konsumen (Consumerist movement) ;
Is an organized movement of citizens and government to
strengthen the rights and powers of buyers in relation to
seller.
• hak manula,
• hak-hak minoritas, dll.

34. Hak-Hak Konsumen
• Hak Keselamatan,
• Hak Mendapatkan Informasi,
• Hak untuk Memilih,
• Hak untuk Didengarkan.

35. Contoh tanggapan atas Consumerism :
 Norwegia ; melarang bbrp bentuk promosi penjualan
(kupon belanja, hadiah, dan undian berhadiah).
 Thailand ; mengharuskan penjualan merek Dalam Negeri
+ Produk harga rendah.
 India ; Perusahaan makanan hrs memperoleh
persetujuan khusus bila meniru yg sudah ada.
 Perusahaan memasang telpon bebas pulsa untuk
digunakan konsumen jika tidak puas

36. Competitive Factors
How many competitors?
How big are competitors?
How interdependent is industry?
Control

37. Global Competition
 More foreign firms
are entering Indonesian market
 Foreign firms in Indonesian now
compete on product quality
 Global markets are highly competitive

38. Natural Environment
Shortages of
Raw Materials
Increased
Energy Cost
Governmental
Intervention
Factors Affecting
The Natural
EnvironmentIncreased
Pollution

39. • Lingkungan alam memperlihatkan tiga gejala utama:
– Kelangkaan bahan mentah tertentu
– Tingkat polusi yang lebih tinggi
– Semakin banyaknya intervensi pemerintah
dalam manajemen sumber daya alam
• Kepedulian lingkungan menciptakan peluang pasar
bagi perusahaan yang waspada
Lingkungan Alam

40. www.slideshare.net/kenkanaidi
(Narasumber)
www.ken-spektakuler.blogspot.com