This document outlines chapter 2 of the course MKT243 Fundamentals of Marketing. The chapter discusses the marketing environment, including the macroenvironment which is the external environment. It also discusses corporate social responsibility. Specific topics covered include the demographic environment, key demographic trends, and the increasing diversity of markets. The pyramid of corporate social responsibility is also presented.

1. FUNDAMENTAL OF
MARKETING
MKT243
Chapter 2
Marketing Environment
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2. Topic Outline
The Company’s Macroenvironment
(External environment)
Corporate Social Responsibility
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18. 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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21. 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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22. Demographic Environment
Increased Diversity
Markets are becoming more
diverse
 International
 National

Includes:
 Ethnicity
 Gay and lesbian
 Disabled
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27. The Pyramid of Corporate Social Responsibility
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