Marketing Environment - Micro environment - Macro environment

1. ANALYZING MARKETING
ENVIRONMENT
-Faizatul Hiqmah-

2. What will we learn?
MARKETING
ENVIRONMEN
T
MACRO ENVIRONMENT
POLITICAL-SOCIAL
CULTURAL ENVIRONMENT
RESPONDING TO MARKETING
ENVIRONMENT
MICRO ENVIRONMENT
DEMOGRAPHIC
ECONOMIC ENVIRONMENT
TECHNOLOGY ENVIRONMENT

3. The Marketing
Environment
The actors and forces outside
marketing that affect marketing
managements ability to build and
maintain successful relationship with
target customers

4. The Marketing Environment
THE MICRO ENVIRONMENT THE MACRO ENVIRONMENT
The actors close to the company that
affect its ability to serve its customers—
the company, suppliers, marketing
intermediaries, customer markets,
competitors, and publics.
The larger societal forces that affect
the microenvironment—demographic,
economic, natural, technological, political,
and cultural forces.

5. Marketing Microenvironment
All the department, from
manufacturing, finance, legal,
HRD, share the responsibility for
understanding customers needs
and creating customer value
Provide the resources needed
by the company to produce its
goods and services.
Marketing manager should pay
attention to supply availability
and cost
Help the company to promote,
sell, and distribute its products.
Include reseller, physical
distribution firms, marketing
service agency, and financial
intermediaries
Marketer must gain strategic
advantages by positioning their
offerings strongly against the
competitors
Financial publics, media publics,,
government publics, citizen-
action publics, internal publics,
general publics, local publics
Consumer markets, business
markets, reseller markets,
government markets,
international markets
Company Suppliers Marketing
intermediaries
Competitors
Publics Customers

6. Marketing
Macroenvironment
• Study of
human
population
• Size, density,
location,
age,
generation
• Economic
factors that
affect
consumer
purchasing
power and
spending
patterns
• Income, cost
of living,
interest rates,
borrowing
patterns
Natural
• Concern on
environmental
sustainability
Technology
• Forces that create
new technologies,
creating new
product & market
opportunities
• Laws,
government
agencies,
pressure group
that influence
and limit various
organizations
and individual in
a given society
Cultural factors
strongly affect how
people think and
how they consume,
so marketing are
keenly interested in
the cultural
environment
Demographic
Environment
Economic
Environment
Natural & Technology
Environment
Political
Environment
Socio Culture
Environment

7. Responding to
Marketing Environment
Management
Objectives
Customer
Objectives
Project
Objectives
Implementation
Plan
Schedules
Tasks
Resources
Develop strategies to change the
environment
Proactive
React to the changing environment
Reactive
Do nothing on the changing
environment
Passive

8. Thank You