principle of marketing chapter 2
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PRINCIPLE OF MARKETING
CHAPTER 2
MARKETING ENVIRONMENT
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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
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Figure 1 .1 : Microenvironment and macroenvironment factors
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MICROENVIRONMENT
ACTOR..
COMPANY SUPPLIERS MARKETING
INTERMEDIARIES
COMPETITORS PUBLICS CUSTOMERS
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MICROENVIRONMENT
ACTOR..
COMPANY SUPPLIERS MARKETING
INTERMEDIARIES
COMPETITORS PUBLICS CUSTOMERS
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COMPANYThe internal environment of the company that is marketing the product.
Includes different departments: Finance Accounting Research and development Purchasing Top management
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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.
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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
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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).
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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
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MACROENVIRONMENT
ACTORS..
Demographic Economic Natural
Technological Political Cultural
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MACROENVIRONMENT
ACTORS..
Demographic Economic Natural
Technological Political Cultural
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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.
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DEMOGRAPHIC ENVIRONMENT
EXAMPLE :PROTON produces Exora because it has 7
seats to fit the whole family.
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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
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TECHNOLOGY ENVIRONMENT
Example: VCD,DVD 7 in 1
PADDY FIELDUsing high tech equipment to gain more product
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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)
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CONCLUSION MIROENVIRONMEN
T Company Suppliers Marketing
intermediaries Competitors Publics Customers
MACROENVIRONMENT Demographic Economics Natural Technological Political Cultural
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CONCLUSION
Helps to success in
their business.
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That’s all from us.. MARLINAWATI
JANGO NABILAH BINTI
YUSOF ROSTINA JIKIRANI
DK NORASMIDA DAYANGKU
ZULLIEANANI ADENANI