Marketing environment 2

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Marketing environment 2

  1. 1. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  2. 2. Marketing Environment presented by Sugiharto, SH. MMMarketing Management © Created by SUGIHARTO, SH.MM 2011
  3. 3. Marketing Environment on Macro-Environmentcompetitive products, substitute products for one another, companiescompeting for your consumer’s purchasing power Monopoly Deregulation Oligopoly Marketing Management © Created by SUGIHARTO, SH.MM 2011
  4. 4. Marketing Environment on Macro-Environment Which one Direct would you Competitive buy ? Product Marketing Management © Created by SUGIHARTO, SH.MM 2011
  5. 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. 6. Marketing Environment on Macro-Environment Developing Competitive Strategy What market? Identifying current & potential competitors Marketing Management © Created by SUGIHARTO, SH.MM 2011
  7. 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 flowingMarketing Management © Created by SUGIHARTO, SH.MM 2011
  8. 8. Macro-Environment is Uncontrollable situation An organization’s successdepends 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. 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. 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. 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. 12. Generation X The Key Generations of DemographicBorn between 1965 and 1976 Maintain a cautious economic outlook Respond to socially responsible companies Will be primary buyers of most goods by 2010Marketing Management © Created by SUGIHARTO, SH.MM 2011
  13. 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 marketersMarketing Management © Created by SUGIHARTO, SH.MM 2011
  14. 14. The ECONOMIC ENVIRONMENT stage of the business cycle, Inflation and Deflation unemployment Discretionary Income Marketing Management © Created by SUGIHARTO, SH.MM 2011
  15. 15. The NATURAL ENVIRONMENTInvolves the natural resources that are neededas inputs by marketers or that are affected bymarketing activities Trends Shortage of Raw materials Increased Pollution Increased Government Intervention Marketing Management © Created by SUGIHARTO, SH.MM 2011
  16. 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 EnvironmentMarketing Management © Created by SUGIHARTO, SH.MM 2011
  17. 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. 18. Some of the most dramatic technological changesThe 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
  19. 19. The TECHNOLOGICAL ENVIRONMENT ADA YANG LAIN YANG BISA ANDA SEBUTKAN … ? Marketing Management © Created by SUGIHARTO, SH.MM 2011
  20. 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 ENVIRONMENTMarketing Management © Created by SUGIHARTO, SH.MM 2011
  21. 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. 22. The POLITICAL – Cultural ENVIRONMENT Marketing Management © Created by SUGIHARTO, SH.MM 2011
  23. 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. 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 © 2011Marketing Management © Created by SUGIHARTO, SH.MM 2011

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