CHAPTER 5 :

ANALYZING
MARKETING
ENVIRONMENT
5.1 : MICROENVIRONMENT
5.2 : MACROENVIRONMENT

MARKETING
ENVIRONMENT
The players and forces outside
marketing that affecting marketing
management ability to build and
maintain successful and relationship
with target customers.
Consist of :
Microenvironment
Macroenvironment

MICROENVIRONMENT
The players or parties close to the
company that affect its ability to serve its
customer.
To build success marketing plan, it requires
building relationship between with others.
Microenvironment consist of :
I) The Company
IV) Competitors
II) Marketing Intermediaries
V) Publics
III) Supplier VI) Customer

MACROENVIRONMENT
The factor that can affect the
decision and trend of the
microenvironments activities.
Some forces in macroenvironment,
are unforeseeable and
uncontrollable. And others can be
predicted and handled through skilful
management.

MACROENVIRONMENT
FORCES
The element in macroenvironment:
1.
2.
3.
4.
5.
6.

Demographic
Economic
Natural
Technological
Political and social.
Cultural

1. DEMOGRAPHIC
Study about human population.
Changes in demographic, will result
high impact in marketing
As changes in demographic will
reflect the sales, marketing keep
eyes close on demographic trends.
Gender, race, occupation, location,
density, and etc.

2. ECONOMIC
Economic changes will affect the
purchasing power of customers and
spending patterns.
Different demographic, different level
of income, thus it will reflect the
spending patterns.

2. ECONOMIC
Level of income is one of factor that
can affect customer purchasing
power.
In marketing, it can be class into 3 : Industrial economics
Developing economics
Subsistence economics.

3. NATURAL
Natural environment involves physical
environment and natural resources that are
needed by marketers.
Physical environment involves weather,
natural disaster.
As ethical marketers, understanding
environment sustainability is important to
preserve the nature.
Trends in natural environment involves
shortage of raw material, increased pollution
and government intervention.

4. TECHNOLOGICAL
Forces the create new technologies
and create new market opportunities.
Is the most influence factor that can
changes marketing pattern and
activities in nowadays environment.
By which terms it, technology can
give of opportunities towards
customer and also company?

5. POLITICAL AND
SOCIAL
Laws government agencies and
pressure groups that influence and
limit various organizations and
individuals in a given society.
It could limit or costly the marketing
activities, but it helps to make the
market opportunities fair for all
parties (etc : customer, competitors
and public)

5. POLITICAL AND
SOCIAL
The reason why government
intervention is needed in market :
To protect the companies from each other
Protect consumer from unfair business.
Protect interest of society against
unrestrained business behaviour.

By a little bit touch from government,

it will increases ethics and socially
responsible actions.

6. CULTURAL
Institutions and other forces that
affect societys basic values,
perceptions, preferences and
behaviour.
Marketer should understand and
respect these forces in order to
sustain in market.
The aspect consist under cultural
values and secondary belief.