PRINCIPLE OF MARKETING

CHAPTER 2

MARKETING ENVIRONMENT

MARKETING ENVIRONMENT The actors and forces outside

marketing that affect marketing management’s ability to build and maintain successful relationships with target customers

Made up of a….. Microenvironment Includes the actors close to the company

Macroenvironment Involves larger societal forces

Figure 1 .1 : Microenvironment and macroenvironment factors

MICROENVIRONMENT

ACTOR..

COMPANY SUPPLIERS MARKETING

INTERMEDIARIES

COMPETITORS PUBLICS CUSTOMERS

MICROENVIRONMENT

ACTOR..

COMPANY SUPPLIERS MARKETING

INTERMEDIARIES

COMPETITORS PUBLICS CUSTOMERS

COMPANYThe internal environment of the company that is marketing the product.

Includes different departments: Finance Accounting Research and development Purchasing Top management

SUPPLIERS The providers of the

resources need by the company to produce its goods and services.

Make sure that process used in production,supply of raw materials,equipment and final good are satisfactory.

EXAMPLE: If there are shortages in oil,it will increase

the price of the end product.

PUBLICA group that has an actual or potential interest in or impact on an organization

Seven publics include: Financial publicEXAMPLE: Banks,investment house,and

stockholders

Media publicEXAMPLE: Newspaper,magazines, and

radio and television station

PUBLIC

Government publicEXAMPLE: state and federal

government,public municipality and government bodies (FAMA, FELDA).

Citizen-action publicEXAMPLE: consumer associations,World

Wildlife Fund (WWF),and Majlis Kanser Negara (MAKNA).

PUBLIC Local publicEXAMPLE: Giant -Local public is resident of Indah Permai

Internal publicEXAMPLE: Workers,managers,volunteers

and the board of director of the company.

General publicIs the population at large

MACROENVIRONMENT

ACTORS..

Demographic Economic Natural

Technological Political Cultural

MACROENVIRONMENT

ACTORS..

Demographic Economic Natural

Technological Political Cultural

DEMOGRAPHIC ENVIRONMENT

The study of human population in terms of size, density, location, age, gender, origin, occupation and other statistics.

Most important environment because it involves people and people make-up markets.

Marketers will depend on this factors to produce or improve the products as these factors will influence the buying behavior.

DEMOGRAPHIC ENVIRONMENT

EXAMPLE :PROTON produces Exora because it has 7

seats to fit the whole family.

TECHNOLOGY ENVIRONMENT

The most dramatic force shaping our destiny

Forces that create new product and market opportunities

If the business doesn’t pay a close attenttion to technology,they may fall behind from other business

TECHNOLOGY ENVIRONMENT

Example: VCD,DVD 7 in 1

PADDY FIELDUsing high tech equipment to gain more product

CULTURAL ENVIRONMENT Institution and other forces that

affect society’s basic values, perceptions, preferences and behaviour.

It includes codes of manners,dress, languange, religion, rituals,norm of behaviour such as law and morality, and system of beliefs as well as the art.

EXAMPLE: (Japan’s product) Before – DAKI (Less demand) After – DARLIE (demand increase)

CONCLUSION MIROENVIRONMEN

T Company Suppliers Marketing

intermediaries Competitors Publics Customers

MACROENVIRONMENT Demographic Economics Natural Technological Political Cultural

CONCLUSION

Helps to success in

their business.

That’s all from us.. MARLINAWATI

JANGO NABILAH BINTI

YUSOF ROSTINA JIKIRANI

DK NORASMIDA DAYANGKU

ZULLIEANANI ADENANI