the marketing environment -...

The Marketing EnvironmentThe Marketing Environment

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Disarikan dari :Disarikan dari :2.2.Evans & BermanEvans & Berman3.3.AmstrongAmstrong4.4.P. Khotler dan sumber relevan lainnyaP. Khotler dan sumber relevan lainnya

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Marketing EnvironmentMarketing Environment

• The marketing environment consists of The marketing environment consists of actors and forces outside the actors and forces outside the organization that affect management’s organization that affect management’s ability to build and maintain relationships ability to build and maintain relationships with target customers.with target customers.

• Environment offers both opportunities Environment offers both opportunities and threats.and threats.

• Marketing intelligence and research used Marketing intelligence and research used to collect information about the to collect information about the environment.environment.

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• Includes:Includes:– Microenvironment: actors close to the Microenvironment: actors close to the

company that affect its ability to serve its company that affect its ability to serve its customers.customers.

– Macroenvironment: larger societal forces that Macroenvironment: larger societal forces that affect the microenvironment.affect the microenvironment.• Considered to be beyond the control of the Considered to be beyond the control of the

organization.organization.

Marketing EnvironmentMarketing Environment

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Environmental ScanningEnvironmental Scanning

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Outcomes from External and Internal Outcomes from External and Internal Environmental AnalysesEnvironmental Analyses

Examine opportunities and threats

Examine Strength and weakness unique resources, capabilities, and competencies(sustainable competitive advantage)

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Lingkungan Internal PerusahaanLingkungan Internal Perusahaan

• Struktur OrganisasiStruktur Organisasi• Budaya OrganisasiBudaya Organisasi• Sumber daya yang dimiliki perusahaanSumber daya yang dimiliki perusahaan

– KeuanganKeuangan– SDM yang adaSDM yang ada– Sarana dan prasarana fisikSarana dan prasarana fisik

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Beberapa Jenis Beberapa Jenis Struktur Organisasi PemasaranStruktur Organisasi Pemasaran

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Product Planning Manager

Physical Distribution

Manager

Vice-President of Marketing

Marketing Research Manager

Promotion Manager

Sales Manager

Other Functional Managers

Functional Organizations

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Product Planning Manager

Other Functional Managers

ManagerProduct

A

ManagerProduct

B

Product-Oriented Organizations

BrandManager

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BrandManager

1

BrandManager

2

BrandManager

1

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Sales Manager

Final Consumer


Sales ManagerOther Functional

Managers

RegionalSales

ManagerEast

RegionalSales

ManagerNorth

RegionalSales

ManagerWest

Sales Manager

Final Consumers

Sales Manager Organi- zational

Consumers

RegionalSales

ManagerSouth

Market-Oriented Organizations

Sales Manager

Final Consumers

Sales Manager

Final Consumers

Sales Manager

Final Consumers


Consumers


Consumers


Consumers

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Lingkungan Industri Lingkungan Industri (Microenvironment)(Microenvironment)

• Konsumen (Perilaku, daya beli, profile lainnya)Konsumen (Perilaku, daya beli, profile lainnya)• Pemasok (suppliers)Pemasok (suppliers) (jumlah, kemampuan) (jumlah, kemampuan)• Kompetitor/pesaing (jumlah, kekuatan, profile)Kompetitor/pesaing (jumlah, kekuatan, profile)• Kreditor (jumlah, kebijakan, persyaratan)Kreditor (jumlah, kebijakan, persyaratan)• Serikat pekerjaSerikat pekerja• Pemerintah (peraturan/kebijakan, perpajakan)Pemerintah (peraturan/kebijakan, perpajakan)• Asosiasi, dllAsosiasi, dll

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Lingkungan MakroLingkungan Makro (Macroenvironment) (Macroenvironment)

• Peran TeknologiPeran Teknologi• Peran aspek ekonomiPeran aspek ekonomi• Peran sosiokultur (Geografis, Demografis, Peran sosiokultur (Geografis, Demografis,

Adat, dll)Adat, dll)• Peran aspek PolitikPeran aspek Politik• Peran LingkunganPeran Lingkungan

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Technological ForcesTechnological Forces

http://api.ning.com/files http://blog.karachicorner.com/blog-images

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Economic ForcesEconomic Forces

http://filipspagnoli.wordpress.com/tag/education

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Economic ForcesEconomic Forces

GDP nominal per capita world map IMF 2008.png

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Socioculture ForcesSocioculture Forces


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Socioculture ForcesSocioculture Forces


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Population Pyramid Summary for Indonesiahttp://www.census.gov/ipc/www/idbpyr.html

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Socioculture Socioculture ForcesForces

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Political ForcesPolitical Forces

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Natural ForcesNatural Forces

http://1.bp.blogspot.com http://pusdiknakes.or.id/persinew/images

http://bataviase.files.wordpress.com/2007/02/03-banjir.jpg

http://westnu.files.wordpress.com

http://bataviase.files.wordpress.com/2007/02/

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