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Analyzing the Marketing Environment

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from Marketing : The Introduction (Armstrong & Kotler). Mahasiswa Ilmu Komunikasi Universitas Indonesia 2014 (Dibuat 2016)

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Analyzing the Marketing Environment

  1. 1. Analyzing The Marketing Environment How companies deal with the changing marketing environment
  2. 2. Marketing Environment Hal-hal yang mempengaruhi management marketing dalam membina hubungan dengan target customers.
  3. 3. Microenvironment Departemen dalam perusahaan Suppliers PublicsCompetitorsMarketing Intermediaries
  4. 4. PUBLICS Internal Media Government Citizen Action Local General Financial
  5. 5. Microenvironment Customers: a. Consumer markets b. Business markets c. Reseller markets d. Government markets e. International markets
  6. 6. Cultural Political TechnologicalNatural Economic Demographical
  7. 7. The Demographic Environment
  8. 8. The Demographic Environment Size & Density Age Gender OthersOccupationRaceLocation
  9. 9. 7BILLION NOW
  10. 10. >8BILLION 2030
  11. 11. Age and Family Structure Population Diversity Educational Characteristics Geographic Population Shifts Marketers Analyze….....
  12. 12. The Changing Age Structure of the Population
  13. 13. THE BABY BOOMERS !
  14. 14. Born between 1946 – 1964 Spending more carefully “I may be grey but my money is as green as it gets.” More active boomers = Zoomers Wealthiest Generation New house, new car, travel, healthy foods and products
  15. 15. GENERATION X
  16. 16. Prime target segment Born between 1965 – 1976 Family guy Most educated generation 49% own smartphones 95% own facebook Research before purchase
  17. 17. Millennials (Gen Y)
  18. 18. Attractive Market Most financially strapped generation Technology is a way of life Born between 1977 – 2000
  19. 19. Born after 2000 (many analysist include people born after 1995 in this) “If they’re awake, they’re online” Short attention spans “Digital in their DNA”
  20. 20. Segmenting them by lifestyle, life stage, or the common values they seek in the products they buy Defining people by their birth date may be less effective Generational Marketing Marketers need to be careful about turning off one generation each time they craft a product or message that appeals effectively to another
  21. 21. 20% 28% 18% 34% American Family Married Couple with Children Married couples without Children Single Parents Nonfamily households The Changing American Family
  22. 22. Migration to Micropolitan SOHO (Small Office/Home Office) Increased number of people who “telecommute”
  23. 23. Better Educated More White Collar More Professional Population Affect “what” and “how” people buy
  24. 24. Increasing Diversity USA: “melting pot” atau “salad bowl”?
  25. 25. “As the population in the United States grows more diverse, successful marketers will continue to diversify their marketing programs to take advantage of opportunities in fast- growing segments.”
  26. 26. Economic Environment Faktor - faktor yang memengaruhi kemampuan membeli dan pola pengeluaran. Klasifikasi ekonomi negara IndustrialSubsistence Developing
  27. 27. Changes in Consumer Spending Membeli lebih sedikit dan mencari nilai yang lebih besar. Value marketing Kualitas yang baik Pelayanan yang baik Harga yang wajar + +
  28. 28. Income Distribution “Over the past several decades, the rich have grown richer, the middle class has shrunk, and the poor have remained poor.” Perusahaan dengan target kelas atas Perusahaan dengan target kelas menengah kebawah Perusahaan dengan target keduanya
  29. 29. The Natural Environment Bencana alam Cuaca
  30. 30. Judul
  31. 31. Apa yang sedang terjadi pada pasar sekarang ? 1. Berkurangnya bahan baku 2. Meningkatnya polusi 3. Meningkatnya peran pemerintah dalam melindungi lingkungan
  32. 32. The Technological Environment Memudahkan Menakutkan
  33. 33. The Political and Social Environment  Kegiatan pasar sangat tergantung pada lingkungan politik  Pemerintah membuat kebijakan publik sebagai panduan perdagangan  Peraturan terus berubah mengikuti perkembangan ekonomi
  34. 34. Perundang-undangan dalam dunia bisnis Undang-undang perdagangan diciptakan untuk beberapa alasan: Melindungi Perusahaan Melindungi Kepentingan Masyarakat Melindungi Konsumen
  35. 35. Etika dan Tanggung Jawab Sosial • Perdagangan juga diatur oleh kode sosial dan etika profesional • Socially Responsible Behavior – Perusahaan yang bertanggung jawab sosial secara aktif mencari cara untuk melindungi kepentingan konsumen dan lingkungan – Online Privacy Issues
  36. 36. Etika dan Tanggung Jawab Sosial Cause-Related Marketing – Perusahaan mengaitkan diri sendiri kepada pergerakan yang bermanfaat – Beberapa perusahaan dibentuk untuk melakukan kegiatan sosial – Bentuk utama pemberian perusahaan
  37. 37. The Cultural Environment • Lembaga dan faktor-faktor yang mempengaruhi nilai, persepsi, preferensi, tingkah laku masyarakat • Nilai dan kepercayaan inti diteruskan dari generasi ke generasi • Nilai dan kepercayaan sekunder dapat berubah • Faktor budaya dapat mempengaruhi pikiran dan pola konsumsi masyarakat
  38. 38. Perubahan Nilai dan Kepercayaan Sekunder • Marketer ingin dapat melihat secara kedepan akan perubahan nilai dan kepercayaan untuk melihat oportunitas atau ancaman • People’s view of themselves – Orang membeli dan menggunakan produk barang atau jasa sebagai cara menyatakan diri
  39. 39. Introduction to Marketing
  40. 40. Introduction to Marketing
  41. 41. Introduction to Marketing

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