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Marketing Management   © Created by SUGIHARTO, SH.MM 2011
Marketing Environment presented by Sugiharto, SH. MM




Marketing Management                            © Created by SUGIHARTO, SH.MM 2011
Marketing Environment on Macro-Environment




competitive products, substitute products for one another, companies
competing for your consumer’s purchasing power
                                                     Monopoly

                                                     Deregulation

                                                                  Oligopoly

 Marketing Management                           © Created by SUGIHARTO, SH.MM 2011
Marketing Environment on Macro-Environment




                                                                                  Which one
      Direct                                                                      would you
 Competitive                                                                       buy ?
    Product




 Marketing Management                        © Created by SUGIHARTO, SH.MM 2011
Marketing Environment on Macro-Environment




   Indirectly
 Competitive                                                                                Which one
     Product                                                                                would you
                                                                                             buy ?

products than can be substituted
        for one another              Sugar vs. Artificial Sweeteners
                                             Laptop vs PC




 Marketing Management                                  © Created by SUGIHARTO, SH.MM 2011
Marketing Environment on Macro-Environment

 Developing Competitive Strategy




    What market?                                  Identifying current &
                                                  potential competitors




  Marketing Management                       © Created by SUGIHARTO, SH.MM 2011
Marketing Environment presented by Sugiharto, SH. MM

                                                    Demographic forces

                                              Economic forces

               The Company                          Natural forces

                                              Technological forces

                                                    Political forces

                                              Cultural forces

                       It is useless to tell a river to stop running; the best thing
                           is to learn how to swim in the direction it is flowing

Marketing Management                                                   © Created by SUGIHARTO, SH.MM 2011
Macro-Environment is Uncontrollable situation




 An organization’s success
depends on the ability of its
                                                   its external
  executives to manage its
                                                   environment
      marketing system in
                 relation to




 Marketing Management                           © Created by SUGIHARTO, SH.MM 2011
THE DEMOGRAPHIC Environment




           The study of human populations in terms of size, density, location, age,
           gender, race, occupation and other statistics

 Marketing Management                                         © Created by SUGIHARTO, SH.MM 2011
THE DEMOGRAPHIC Environment




                          Changing age structure ofXthe NKRI population
                                         Generation
                         is the single most important demographic trend




  Marketing Management                             © Created by SUGIHARTO, SH.MM 2011
The Key Generations of Demographic


                                 Born between 1946 and 1964

                                 Represent 28 % of the population

              Baby Boomers       Earn 50% of personal income

                                 Entering peak earning years now

                                 Many mini-segments exist within
                                 the boomer group




 Marketing Management                             © Created by SUGIHARTO, SH.MM 2011
Generation X
                             The Key Generations of Demographic
Born between 1965 and 1976
      Maintain a cautious
      economic outlook

     Respond to socially
   responsible companies

 Will be primary buyers of
   most goods by 2010




Marketing Management                 © Created by SUGIHARTO, SH.MM 2011
The Key Generations of Demographic

                               Generation Y

                       Born between 1977 and 1994

                       72 million strong; almost as
                       large a group as their baby
                             boomer parents

                       New products, services, and
                         media cater to Gen - Y

                          Challenging target for
                                marketers


Marketing Management               © Created by SUGIHARTO, SH.MM 2011
The ECONOMIC ENVIRONMENT




                        stage of the business cycle,
                          Inflation and Deflation
                              unemployment
                           Discretionary Income
 Marketing Management                                  © Created by SUGIHARTO, SH.MM 2011
The NATURAL ENVIRONMENT

Involves the natural resources that are needed
as inputs by marketers or that are affected by
marketing activities

                        Trends

       Shortage of Raw materials

             Increased Pollution

          Increased Government
               Intervention




 Marketing Management                            © Created by SUGIHARTO, SH.MM 2011
The TECHNOLOGY force ENVIRONMENT

                       The most dramatic force shaping our destiny

                       Rapidly changing force which creates
                       many new marketing opportunities but
                        also turns many existing products
                                     extinct

                         EVERY Marketer must identify Trends in
                              Technological Environment




Marketing Management                                        © Created by SUGIHARTO, SH.MM 2011
The TECHNOLOGICAL ENVIRONMENT
                                   Faster pace of technological
                                change; products are outdated at a
                                            rapid pace

                                 Almost unlimited opportunities
                                 being developed daily in health
                                care, space industry, robotics, and
                                         bio-genetic field.

                                 Challenge is not only technical,
                                   but also commercial – make
                                 practical, affordable versions of
                                              products




 Marketing Management                 © Created by SUGIHARTO, SH.MM 2011
Some of the most dramatic
                                     technological changes
The TECHNOLOGICAL ENVIRONMENT          occurring now are:

                                 the declining cost and size, and
                                       increasing power, of
                                         microprocessors

                                  the convergence of television,
                                personal computer, and telephone
                                          technologies

                                   the pervasive trend toward
                                  “connectedness” through the
                                        World Wide Web;

                                the emergence of biotechnology
                                   as a key component of the
                                            economy

 Marketing Management                  © Created by SUGIHARTO, SH.MM 2011
The TECHNOLOGICAL ENVIRONMENT




                        ADA YANG LAIN YANG BISA ANDA SEBUTKAN … ?




 Marketing Management                         © Created by SUGIHARTO, SH.MM 2011
Legislation affecting businesses
    worldwide has increased

   Laws protect companies,
 consumers and the interests of
           society
                                    Consists of laws, government agencies
 Increased emphasis on socially     and pressure groups that influence or
       responsible actions             limit various organizations and
                                         individuals in a given society

                                                 The POLITICAL ENVIRONMENT

Marketing Management                                © Created by SUGIHARTO, SH.MM 2011
The POLITICAL – Legal ENVIRONMENT




       Component of the marketing environment        Under Competitive Conditions
    consisting of laws and interpretations of laws
                     that require firms to operate    To Protect Consumer Rights



 Marketing Management                                      © Created by SUGIHARTO, SH.MM 2011
The POLITICAL – Cultural ENVIRONMENT




 Marketing Management                  © Created by SUGIHARTO, SH.MM 2011
The Cultural Force ENVIRONMENT




                        Made up of institutions and other forces that
                        affect a society’s basic values, perceptions,
                                 preferences and behaviors




 Marketing Management                                       © Created by SUGIHARTO, SH.MM 2011
THANK YOU
                                          For LISTENING

                                    Principles of Marketing DAY TWO
                                               Presented by
                                            Sugiharto, SH. MM

                                              Re-programmed

                                         Presentation created by
                                        ugik013 Presentation Pro

                                            Images provided by
                                            Personal collections


                                       Closing theme performed by
                                                 westlife


                                       E-mail: ugik013@yahoo.com

                                             STIE GICI Business School


                                                   © 2011
Marketing Management   © Created by SUGIHARTO, SH.MM 2011

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Marketing environment 2

  • 1. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 2. Marketing Environment presented by Sugiharto, SH. MM Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 3. Marketing Environment on Macro-Environment competitive products, substitute products for one another, companies competing for your consumer’s purchasing power Monopoly Deregulation Oligopoly Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 4. Marketing Environment on Macro-Environment Which one Direct would you Competitive buy ? Product Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 5. Marketing Environment on Macro-Environment Indirectly Competitive Which one Product would you buy ? products than can be substituted for one another Sugar vs. Artificial Sweeteners Laptop vs PC Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 6. Marketing Environment on Macro-Environment Developing Competitive Strategy What market? Identifying current & potential competitors Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 7. Marketing Environment presented by Sugiharto, SH. MM Demographic forces Economic forces The Company Natural forces Technological forces Political forces Cultural forces It is useless to tell a river to stop running; the best thing is to learn how to swim in the direction it is flowing Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 8. Macro-Environment is Uncontrollable situation An organization’s success depends on the ability of its its external executives to manage its environment marketing system in relation to Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 9. THE DEMOGRAPHIC Environment The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 10. THE DEMOGRAPHIC Environment Changing age structure ofXthe NKRI population Generation is the single most important demographic trend Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 11. The Key Generations of Demographic Born between 1946 and 1964 Represent 28 % of the population Baby Boomers Earn 50% of personal income Entering peak earning years now Many mini-segments exist within the boomer group Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 12. Generation X The Key Generations of Demographic Born between 1965 and 1976 Maintain a cautious economic outlook Respond to socially responsible companies Will be primary buyers of most goods by 2010 Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 13. The Key Generations of Demographic Generation Y Born between 1977 and 1994 72 million strong; almost as large a group as their baby boomer parents New products, services, and media cater to Gen - Y Challenging target for marketers Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 14. The ECONOMIC ENVIRONMENT stage of the business cycle, Inflation and Deflation unemployment Discretionary Income Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 15. The NATURAL ENVIRONMENT Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortage of Raw materials Increased Pollution Increased Government Intervention Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 16. The TECHNOLOGY force ENVIRONMENT The most dramatic force shaping our destiny Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct EVERY Marketer must identify Trends in Technological Environment Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 17. The TECHNOLOGICAL ENVIRONMENT Faster pace of technological change; products are outdated at a rapid pace Almost unlimited opportunities being developed daily in health care, space industry, robotics, and bio-genetic field. Challenge is not only technical, but also commercial – make practical, affordable versions of products Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 18. Some of the most dramatic technological changes The TECHNOLOGICAL ENVIRONMENT occurring now are: the declining cost and size, and increasing power, of microprocessors the convergence of television, personal computer, and telephone technologies the pervasive trend toward “connectedness” through the World Wide Web; the emergence of biotechnology as a key component of the economy Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 19. The TECHNOLOGICAL ENVIRONMENT ADA YANG LAIN YANG BISA ANDA SEBUTKAN … ? Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 20. Legislation affecting businesses worldwide has increased Laws protect companies, consumers and the interests of society Consists of laws, government agencies Increased emphasis on socially and pressure groups that influence or responsible actions limit various organizations and individuals in a given society The POLITICAL ENVIRONMENT Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 21. The POLITICAL – Legal ENVIRONMENT Component of the marketing environment Under Competitive Conditions consisting of laws and interpretations of laws that require firms to operate To Protect Consumer Rights Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 22. The POLITICAL – Cultural ENVIRONMENT Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 23. The Cultural Force ENVIRONMENT Made up of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 24. THANK YOU For LISTENING Principles of Marketing DAY TWO Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Closing theme performed by westlife E-mail: ugik013@yahoo.com STIE GICI Business School © 2011 Marketing Management © Created by SUGIHARTO, SH.MM 2011