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The marketing environment


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macro environment or external macro environment...

macro environment or external macro environment...

Published in: Marketing, Business, Technology
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  • 1. THE MARKETING ENVIRONMENT THE MACRO ENVIRONMENT By Izzah Azimah Binti Noh ALL SOURCES FROM Philip Kotler, G. A. (15th Edition). Principles of Marketing. United Stated: Pearson Education @ 20114.
  • 2. The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers THE MARKETING ENVIRONMENT
  • 3. The larger societal forces that affect:; Demographic, Economic, Natural, Technological, Political and Cultural forces or TH E M A C RO E N V I RO N M E N T
  • 4. DEMOGRAPHIC  Demographics is the study of populations in term of size, density, location, age, race, sex, income, education and etc.  Changes in the world demographic environment have major implication for business.  Marketers need to analyse on demographic factor are: • • • • • Change age structure Family structures Geographic population shifts Educational characteristic Population diversity
  • 5. 1. CHANGE THE AGE STRUCTURE  Baby boomers (Born between 1946-1964)  Most powerful forces shaping the marketing environment.  Rethinking the purpose and value of their work, responsibilities and relationships.  Reach their peak earning and spending years.  Constitute a lucrative market for marketers
  • 6.  Generation X ( born between 1965 and 1976)     Less materialistic than the other group. More sceptical bunch. Most educated generation to date Posses hefty annual purchasing power  Generation Y/ Millennial ( born between 1977 and 2000)       Most financially strapped generation Facing higher unemployment Saddled with more debt Yuppies Nearly bankrupt Utter fluency and comfort with digital technology
  • 7. 2. FAMILY STRUCTURES  The traditional household consist of husband, wife and children (also grandparents)  The changes of family institution structures also consist of nontraditional household:       Married couples without children Single living alone/ adults of one Divorcing or separating Not to marry Marrying later Marrying without attending to have children
  • 8. ECONOMIC  Economic environment consist of economic factors that affect consumer purchasing power spending patterns  Types of economic environment:  Industrial economies : constitute rich markets for many kinds of goods.  Subsistence economies : consume most of their own agricultural and industrial output and other few market opportunities.  Developing economies : offer outstanding marketing opportunities for the right kind of products
  • 9. NATURAL ENVIRONMENT  The physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities.  Unexpected happenings in the physical environment (weather to natural disaster)  Trends:  Involves growing shortages of raw materials  Increased pollution  Government intervention in natural resources management
  • 10. TECHNOLOGICAL  Technological forces include the impact that new technology can have on a firm.
  • 11. POLITICAL AND SOCIAL  Consist of laws, government agencies and pressure groups that influence or limit various organizations and individuals in a given society.  Reason of legislation regulating business:  To protect company from each other  To protect consumer from unfair business practices  To protect interest of society against unrestrained behaviour
  • 12.  Social responsible actions:  Socially responsible behaviour - Do the right thing from the behaviour of manager to the workers in the company.  Cause-related marketing - To exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes.
  • 13. CULTURAL  Consist of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.  The major cultural values of a society are expressed in people view’s of:  Themselves : people vary in their emphasis on serving themselves versus serving other.  Others : people’s attitudes towards and interactions with others shift over time.  Organizations: people vary their attitudes towards coorperations, government agencies, trade unions, universities and other organization.
  • 14.  Society  Nature  Universe : people vary their attitudes towards their societypatriots defend it, reformers want to change it and malcontents want to leave it. : people vary their attitudes towards nature. : people vary their beliefs about of the universe and their place in it.
  • 15. RESPONDING TO THE MARKETING ENVIRONMENT  Those who make things happen:  Take aggressive actions to affect the publics and forces in their marketing environment  Develop strategies to change the environment  Those who watch things happen:  Passively accept the marketing environment.  Do not try to change it.  Those who wonder what’s happened:  Confused to do an actions and failed to identify the problem because of the environment changes
  • 16. THANK YOU