Home Lecture (HL) : Fundamentals of Marketing (Chapter 2)- The Marketing Environment Prepared by: Faindra Jabbar Contact: Facebook: Faindra Jabbar Email: faindrajabbar@gmail.com homelecture@gmail.com

1.
Prepared
by:
Faindra
Jabbar
1Home
Lecture
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Faindra
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2. Chapter
Overview
1. The
Company’s
Microenvironment
2. The
company’s
Macroenvironment
3. Responding
to
the
MarkeEng
Environment
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3. The
MarkeEng
Environment
The
markeEng
environment
includes
the
actors
and
forces
that
affect
a
firm’s
ability
to
build
and
maintain
successful
relaEonships
with
customers.
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4. The
MarkeEng
Environment
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Microenvironment
Macroenvironment
The
OrganizaEon
The
OrganizaEon

5. The
Microenvironment
Microenvironment
consists
of
the
actors
close
to
the
company
that
affects
its
ability
to
serve
its
customer’s
needs;
the
company,
suppliers,
markeEng
intermediaries,
customer
markets,
compeEtors,
and
publics.
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6. The
Microenvironment
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Actors
in
the
Microenvironment

7. The
Microenvironment
• The
company
–
the
internal
environment
of
the
company
that
is
markeEng
the
product.
– Top
management,
Finance,
R
&
D,
Purchasing,
OperaEons,
AccounEng
– Departments
within
the
company
impact
markeEng
planning
and
acEons.
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8. The
Microenvironment
• Suppliers
–
provide
resources
to
produce
goods
and
services.
– Treat
suppliers
as
partners
to
provide
customer
value
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9. The
Microenvironment
• Marke:ng
intermediaries
-­‐
help
sell,
promote,
and
distribute
goods.
• Also
known
as
a
“Middleman”.
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10. Types
of
MarkeEng
Intermediaries
• Resellers
–
distribuEon
channel
firms
that
help
the
company
find
customers
or
make
sales
to
them.
Eg:
Wholesalers
and
retailers.
• Physical
distribu:on
firms
–
help
company
to
stock
and
move
goods
from
their
points
of
origin
to
their
desEnaEons
with
the
assistance
from
warehouse
and
transportaEon
firms.
• Marke:ng
service
agencies
–
help
promote
the
product,
eg:
adverEsing
company.
• Financial
intermediaries
–
help
finance
the
transacEon
of
goods,
eg:
banks
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11. The
Microenvironment
• Customer
markets
–
the
people
who
buy
the
products.
Consumer
market,
Business
market,
Government
market,
Reseller
market,
InternaEonal
markets.
• Compe:tors
–
other
organizaEons
that
are
compeEng
for
the
same
consumers
with
the
intenEon
to
fulfill
the
same
needs
and
wants.
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12. Publics
The
communiEes
of
people
at
large
(whether
or
not
organized
as
groups)
that
have
a
direct
or
indirect
associaEon
with
an
organizaEon.
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13. 7
Types
of
Publics
The
organizaEon
Local
Publics
General
Publics
Internal
Publics
CiEzen-­‐
AcEon
Publics
Financial
Publics
Media
Publics
Government
Publics
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14. The
Macroenvironment
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15. The
Demographic
Environment
Study
of
human
populaEons
in
terms
of
size,
density,
locaEon,
age,
gender,
race,
occupaEon,
and
other
staEsEcs
Demographic
trends
include
age,
family
structure,
geographic
populaEon
shics,
educaEonal
characterisEcs,
and
populaEon
diversity
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16. The
Economic
Environment
• Consists
of
factors
that
affects
consumer
purchasing
power
and
spending
paderns.
• Malaysian
per
capita
income
increases
from
RM
15,819
(2004),
to
RM
22,345(2007),
to
RM29,661
(2011).
(Bank
Negara
Malaysia)
• Middle
income
Malaysians
with
salary
range
from
RM3,000
to
RM5,000
accounted
for
more
than
seven
million.
(The
Star,
31
July
2008)
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17. The
Natural
Environment
• Involves
the
natural
resources
that
are
needed
as
inputs
by
marketers
or
that
are
affected
by
markeEng
acEviEes.
• Key
natural
environment
trends
§ Concern
for
the
natural
environment
has
grown
steadily,
increasing
the
importance
of
these
trends:
v
Shortage
of
raw
materials
v
Increased
polluEon
v
Increased
government
intervenEon
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18. The
Technology
Environment
• The
technological
environment
is
characterized
by
rapid
change.
• New
technology
changes
the
way
we
live
our
life
and
the
way
firms
do
their
business.
• Key
Technological
Trends
§ New
technologies
create
new
opportuniEes
and
markets
but
make
old
technologies
obsolete.
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19. The
PoliEcal
Environment
• Includes
laws,
governmental
agencies,
and
pressure
groups
that
impact
organizaEons
and
individuals.
“The
stable
poliEcal
condiEon
in
any
parEcular
country
will
lead
for
a
stable
businesses….”
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20. The
Cultural
Environment
• Cultural
environment
is
composed
of
insEtuEons
and
other
forces
that
affect
a
society’s
basic
values,
percepEons,
preferences,
and
behaviors.
• Culture
can
influence
decision
making.
– Core
beliefs
and
values
are
persistent
and
are
passed
on
from
parents
to
children
and
are
reinforced
by
schools,
churches,
businesses,
and
government.
– Secondary
beliefs
and
values
change
and
shic
more
easily
and
expressed
through
people’s
views
of
themselves,
others,
organizaEon,
society,
nature
and
the
universe.
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21. Responding
to
the
MarkeEng
Environment
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• Passive
Acceptance
and
AdaptaEon
• Watching
and
reacEng
to
forces
in
the
environment
ReacEve
• Aggressive
acEons
to
affect
forces
in
the
environment.
• lobbyist.,
PR,
&
contractual
agreements
to
influence
environmental
forces
ProacEve

22.
Prepared
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Faindra
Jabbar
22Home
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Faindra
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