© Created by SUGIHARTO, SH.MM 2011 Marketing Management

© Created by SUGIHARTO, SH.MM 2011 Marketing Management

Marketing Environment presented by Sugiharto, SH. MM

© Created by SUGIHARTO, SH.MM 2011 Marketing Management

Oligopoly

Deregulation

Marketing Environment on Macro-Environment

competitive products, substitute products for one another, companies

competing for your consumer’s purchasing power Monopoly

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Marketing Environment on Macro-Environment

Direct

Competitive

Product

Which one

would you

buy ?

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Marketing Environment on Macro-Environment

Indirectly

Competitive

Product

Which one

would you

buy ?

products than can be substituted

for one another Sugar vs. Artificial Sweeteners

Laptop vs PC

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Marketing Environment on Macro-Environment

Developing Competitive Strategy

What market? Identifying current &

potential competitors

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Marketing Environment presented by Sugiharto, SH. MM

The Company

Demographic forces

Economic forces

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

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An organization’s success

depends on the ability of its

executives to manage its

marketing system in

relation to

its external

environment

Macro-Environment is Uncontrollable situation

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THE DEMOGRAPHIC Environment

The study of human populations in terms of size, density, location, age,

gender, race, occupation and other statistics

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Changing age structure of the NKRI population

is the single most important demographic trend

Changing age structure of the NKRI population

is the single most important demographic trend

THE DEMOGRAPHIC Environment

Generation X

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The Key Generations of Demographic

Baby Boomers

Born between 1946 and 1964

Represent 28 % of the population

Earn 50% of personal income

Entering peak earning years now

Many mini-segments exist within

the boomer group

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The Key Generations of Demographic

Generation X

Born between 1965 and 1976

Maintain a cautious

economic outlook

Respond to socially

responsible companies

Will be primary buyers of

most goods by 2010

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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

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The ECONOMIC ENVIRONMENT

stage of the business cycle,

Inflation and Deflation

unemployment

Discretionary Income

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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

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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

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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

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The TECHNOLOGICAL ENVIRONMENT

Some of the most dramatic

technological changes

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

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The TECHNOLOGICAL ENVIRONMENT

ADA YANG LAIN YANG BISA ANDA SEBUTKAN … ?

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The POLITICAL ENVIRONMENT

Consists of laws, government agencies

and pressure groups that influence or

limit various organizations and

individuals in a given society

Legislation affecting businesses

worldwide has increased

Laws protect companies,

consumers and the interests of

society

Increased emphasis on socially

responsible actions

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The POLITICAL – Legal ENVIRONMENT

Component of the marketing environment

consisting of laws and interpretations of laws

that require firms to operate

Under Competitive Conditions

To Protect Consumer Rights

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The POLITICAL – Cultural ENVIRONMENT

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The Cultural Force ENVIRONMENT

Made up of institutions and other forces that

affect a society’s basic values, perceptions,

preferences and behaviors

© Created by SUGIHARTO, SH.MM 2011 Marketing Management

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

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E-mail: ugik013@yahoo.com

STIE GICI Business School

© 2011