This document discusses marketing fundamentals and the marketing environment. It covers topics like demographic environment, trends in age, family structure and population shifts. Specific groups discussed include millennials and increased diversity in markets. The concept of corporate social responsibility is also introduced.

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FUNDAMENTAL OF
MARKETING
MKT243
Chapter 2
Marketing Environment

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The Company’s Macroenvironment
(External environment)
Corporate Social Responsibility
Topic Outline

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Demography is the study of human
populations in terms of size, density,
location, age, gender, race, occupation,
and other statistics
Demographic environment is important
because it involves people, and people
make up markets
Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity

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Millennials (gen Y or echo
boomers)
include those born between 1977 and
2000
Comfortable with technology
Includes
Tweens (ages 8–12)
Teens (13–19)
Young adults (20’s)

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Demographic Environment
Increased Diversity
Markets are becoming more
diverse
 International
 National
 Includes:
 Ethnicity
 Gay and lesbian
 Disabled

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The Pyramid of Corporate Social Responsibility