1. PRINCIPLE OF
MARKETING
PM101
LECTURE : PN ZAIHAN BINTI HARON
GROUP : SITI NUR IDDAYU BINTI OTHMAN
LAVANYA SABAPATHI
NOR LELAH BINTI KELING
SHARONINA ANNI LEE
3. DEFINITION OF
MACROENVIRONMENT
•The macroenvironment consist of a larger
societal forces that affect the whole
microenvironment
•It includes concepts such as demography,
economy, natural forces, technology, politics,
and culture
4. NATURAL
•A company uses as inputs that affects their
marketing activities.
•The concern in this area is the increased
pollution, shortages of raw materials and
increased governmental intervention
5. DEMOGRAPHI
To study of human pollution in terms of
age, gender, race, occupation, location and
other statistics.
An example of demography is classifying
groups of people according to the year they
were born economic environment.
6. TECHNOLOGY
The technology environment is perhas the most
dramatic force shaping our destiny
Has release such as wonders as
antibiotics, robotics surgery, internet, electronic
and laptop
It changes rapidly and creates new markets and
opportunities.
7. ECONOMICS
Factors that affect consumers buying power
and patterns
Nations / country vary greatly in their levels
and distribution of income
Changes in major economics variable such
as income, cost of living, interest rates and
savings and borrowing patterns have a large
impact on the market place
8. CULTURAL
The institutions and other forces that affect a
society’s basic
values, perceptions, preference, and behaviors.
Core benefits and values are passed on from
children and are reinforced by
schools, churches, business, and government
9. POLITICAL
Includes Laws, Government Agencies, and
Pressure Groups that influence or limit
various organizations and individuals in a
given society
Areas of concert :
I.
increasing legislation
II.
changing government agencies
enforcement
III. Increased emphasis on ethics and socially
responsible behavior
