Aditya Nur Pratama Zaenal Mustopa Kurnia Dewi Swapradinta Gini Anindita Bayu Adi Permana

1. Aditya Nur PratamaZaenal MustopaKurnia Dewi SwapradintaGini AninditaBayu Adi Permana

2. ANALYZING THE MARKETING ENVIRONMENT Chapter 3

3. Marketing Environment Marketing environment consist of the actors and forces outside marketing that affect marketing management’s ability to build and mantain successful relationships with target customers.

4. 1 The microenvironment

5. The Microenvironment Microenvironment is the actors close to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

7. The Company Dalammerancangrencanapemasaran, manajemenpemasaranmemperhitungkankelompok lain perusahaan (manajemenpuncak, keuangan, risetdanpengembangan, pembelian, operasidanakuntansi). Semuakelompoksalingberhubunganmembentuklingkungan internal.

8. Suppliers Pemasokmembentukhubungan paling pentingdalamkeseluruhansistempenghantarnilaiperusahaan. Merekamenyediakansumberdaya yang diperlukanolehperusahaanuntukmenghasilkanbarangdanjasanya.

9. Marketing Intermediaries • Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. • They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.

10. Marketing Intermediaries • Resellers are distribution channel firms that help the company find customers or make sales to them. • Physical distribution firms help the company stock and move goods from their points of origin to their destinatons. • Marketing services agencies are marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right market. • Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.

11. Competitors Pemasarharusmelakukanlebihdarisekadarmenyesuaikandiridengankebutuhankonsumensasaran. Merekajugaharusmeraihmanfaatstrategisdenganmenempatkanpenawaranmerekasecarakuatmenghadapipenawaranpesaingdalampikirankonsumen.

12. Publics Public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Types of publics: • Financial Publics (MasyarakatKeuangan) – influences the company’s ability to obtain funds. • Media Publics (Masyarakat Media) – carries news, features, and editorial opinion. • Government Publics (MasyarakatPemerintah) • Citizen-action Publics (MasyarakatLembagaSwadayaMasyarakat) • Local Publics (MasyarakatLokal) • General Publics (MasyarakatUmum) • Internal Publics (Masyarakat Internal)

13. Customers • Lima jenispasarpelangganyaitu : • PasarKonsumen • Terdiridariperorangandankeluarga yang membelibarangdanjasauntukkonsumsipribadi. • PasarBisnis • Membelibarangdanjasauntukpemrosesanlebihlanjutatauuntukdigunakandalamprosesproduksimereka. • PasarPenjualPerantara • Membelibarangdanjasauntukdijualkembalidemimendapatkanlaba. • PasarPemerintah • Tediridaribadanpemerintah yang membelibarangdanjasauntukmenghasilkanpelayananumumataumenyalurkanbarangdanjasakepihak lain yang membutuhkan. • PasarInternasional • Terdiridaripembelidarinegara lain, termasukkonsumen, produsen, penjualperantara, danpemerintah.

14. 2 The macroenvironment

15. The Macroenvironment Macroenvironment is the larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces.

16. Major Forces in the Company’s Macroenvironment

17. 2.1 The Demographic Environment

18. The Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

19. The Most Important Demographic trends • The Changing Age Structure of the Population • Baby Boomers (LedakanBayi) is the 78 million people born during years following World War II and lasting until 1964. • Generation X is the 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom. • Millennials or Generation Y is the 83 million children of the baby boomers, born between 1977 and 2000. • Generational marketing • The Changing American Family • Geographic Shifts in Population • Periodeiniadalahperiodeperpindahan (migrasi) besar-besaranantardandalamnegeri. • A Better-Educated, More White-Collar, More Professional Population • Increasing Diversity • America seringdisebut pot peleburan (melting pot)–tempatberagamkelompokbangsadanbudayabertemumenjadisatukeseluruhanlebihhomogen.

20. 2.2 The Economic Environment

21. The Economic Environment • Faktor-faktor yang mempengaruhidayabelidanpolapengeluarankonsumen. • Sejumlahnegaramempunyaiekonomisubsisten–merekamengkonsumsihasilpertaniandanindustrinyasendiri. Negara inimenawarkanpeluangpasar yang kecil. • Tingkat ektrem yang lain ekonomiindustri, yaitumenghasilkanpasar yang kayauntukberbagaijenisbarang yang berbeda.

22. The Most Important Economic trends • Income Distribution • Pemasarharusmemperhatikandistribusipendapatansepertihalnyapendapatan rata-rata. • Konsumenkelasatas • Yang polapengeluarannyatidakdipengaruhikejadianekonomiterkinidanmenjadipasarutamabarang-barangmewah. • Konsumenkelasmenengah • Yang nyamandanberhati-hatidenganpengeluarnnyatetapimasihdapatmenjangkaukehidupan yang layakpadasebagianbesarwaktunya. • Konsumenkelaspekerja • Masihberkutatpadapemenuhankebutuhandasarakanpangan, pakaian, dantempatberlindungdanharusbekerjakerasuntukmenabung. • Terakhir, Konsumenkelasbawah • (Orang yang dijamintunjangankesejahteraandankebanyakanpensiunan) harusmenghitunguangrecehnyaketikamembelibarangkebutuhan yang paling dasarsekalipun.

23. The Most Important Economic trends • Changes in Costumers Spending • Hukum Engel • Perbedaan yang dicatatlebihdarisatuabad yang lalutentangcaraorangmengubahpengeluaranmerekaterhadapmakanan, perumahan, transportasi, perawatankesehatan, dankategoribarangsertajasa lain ketikapendapatanmeningkat. • Perubahanvariabelekonomiutamasepertipendaptan, biayahidup, sukubunga, dantabungansertapolapeminjamanmempunyaidampakbesarpadapasar. • Denganperingatan yang cukup, Bisnisdapatmengambilkeuntungandariperubahanlingkunganekonomiini.

24. 2.3 The Natural Environment

25. The Natural Environment • Sumberdayaalam yang diperlukansebagaimasukanbagipemasaratau yang dipengaruhiolehkegiatanpemasaran.

26. The Most Important Natural trends • KelangkaanBahanMentah yang SemakinMeningkat. • Polusiudaradibanyakkotadiduniadankelangkaan air sudahmenjadimasalahbesardidunia. • Sumberdaya yang dapatdiperbaruisepertihutandanpangan, jugaharusdigunakandenganbijaksana. • Perusahaan penghasilprodukdengansumberdaya yang tidakdapatdiperbaruidanlangkasepertiminyakbumi, batubara, menghadapipeningkatanbiaya yang besar. • PeningkatanPolusi. • KegiatanIndustribiasanyamerusakkualitaslingkunganalamsepertilimbahzatkimiadanlimbahnuklir, tingkatmerkuri yang membahayakandisamudra, danbahankemasan yang tidakdapatdidaurulang. • PeningkatanIntervensiPemerintahdalamManajemenSumberDayaAlam. • Pemerintahberbagainegaramempunyaiberagamtingkatkepeduliandanusahadalammempromosikanlingkungan yang bersih, sepertidiAmerikaSerikat, BadanPerlindunganLingkungan (the Environmental Protection Agency–EPA)

27. 2.4 The Technological Environment

28. The Technological Environment • Technological environment is forces that create new technologies, creating new product and market opportunities. • The technological environment perhaps the most dramatic force now shaping our destiny. • As products and technology become more complex, the public needs to know that these are safe. Thus, the goverment agencies investigate and ban potentially unsafe products.

29. 2.5 The Political and Social Environment

30. The Political and Social Environment Political environment consists of laws, goverment agencies, and pressure groups that influence and limit various organizations and individuals a given society.

31. The Political and Social Environment Legislation Regulating Business Well-conceived regulation can encourage competition and ensure fair markets for goods and services. Thus, goverments develop public policy to guide commerce – sets of laws and regulations that limit business for the good of society as a whole. • Increasing legislation Moreover, regulations are constantly changing, what was allowed last year may now be prohibited, and what was prohibited may now be allowed. Marketers must work hard to keep up with changes in regulations and their interpretations. • Changing goverment agency enforcement News laws and their enforcement will continue to increase. And goverment agencies have some discretion in enforcing the laws, they can have a major impact on a company’s marketing performance.

32. The Political and Social Environment Increased Emphasis on Ethnic and Socially Responsible Actions • Socially responsible behavior Enlightened companies encourage their managers to look beyond what the regulatory system allows and simply “do the right thing”. These socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment.

33. The Political and Social Environment Increased Emphasis on Ethnic and Socially Responsible Actions • Cause-related marketing To exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. It lets companies “do well by doing good” by linking purchase of the company’s products or services with fund-raising for worthwhile cause or chatitable organizations. Critics worry that cause-related marketing is more a strategy for selling than a strategy for giving – that “cause-related” marketing is really “cause-exploitative” marketing. However, if handled well, cause related marketing can greatly benefit both the company and the cause.

34. The Cultural Environment • Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. • Cultural characteristics can affect marketing decision making.

35. 2.6 The Cultural Environment

36. The Cultural Environment The Persistence of Cultural Values People in a given society hold many beliefs and values. Their core beliefs and values have a high degree of persistence. These beliefs shape more specific attitudes and behaviors found in everyday life. And marketers just have a little chace of changing core values.

37. The Cultural Environment Shifts in Secondary Cultural Values • People’s views of themselves People vary in their emphasis on serving themselves versus serving others. Marketers can target their products and services based on such self-views. • People’s views of others Recently, many trend trackers have seen a new wave of “cocooning” or “nasting”. Due in part to the uncertain economy, people are going out less with others and are staying home more. • People’s views of organizations Many people today see work not as a source of satisfaction but as a required chore to earn money to enjoy their nonwork hours. This trend suggest that organizations need to find new ways to win customer and employee confidence.

38. The Cultural Environment Shifts in Secondary Cultural Values • People’s views of society People vary in their attitudes toward their society. People’s orientation to their society influences their consumption patterns and attitudes toward the marketplace. • People’s views of nature A long-term trend has been people’s growing mastery over nature through technology and the belief that nature is bountiful. More recently, however, people have recognized that nature is finite and fragile, it can be destroyed or spoiled by human activities. • People’s views of the universe Finally, people vary in their beliefs about the origin of the universe and their place in it, for example about religion.

39. 3 Responding to the marketing environment

40. Reponding to the Marketing Environment Companies can passively accept the marketing environment as an uncontrollable element to which they must adapt, avoiding threats and taking advantage of opportunities as they arise. Or they can take a proactive stance, working to change the environment rather than simply reacting to it. Whenever possible, companies should try to be proactive rather than reactive.

41. Any questions?

42. Thank you...