UNIT 4

OVERVIEW OF MARKETING

Week 9

Notes By : Farihan Elyana Bt Zahari

LESSON LEARNING OUTCOME:
1. Understand marketing concept
2. Determine the company s microenvironment and macro
environment

Notes By : Farihan Elyana Bt Zahari

What is marketing
process of planning and executing the conception, pricing,
promotion, and distribution of ideas, good, services to create
exchange that satisfy individual and organizational goals.
The right product, in the right place , at the right time and at the
right price.

Notes By : Farihan Elyana Bt Zahari

Technologies support in marketing
Customer relationship
Social media
management
managing a company's allow users to interact with and
interactions with customers, publish to each other
clients, and sales prospects

using technology to organize,

automate, and synchronize
business processes

Location-Based
smartphone & Mapping Hyper-Local
Applications

video

Notes By : Farihan Elyana Bt Zahari

Notes By : Farihan Elyana Bt Zahari
Notes By : Farihan Elyana Bt Zahari
Notes By : Farihan Elyana Bt Zahari
Marketing Environment
consists of the actors and forces outside marketing that affect
marketing managements ability to develop and maintain successful
relationships with its target customers.

Notes By : Farihan Elyana Bt Zahari

 Demographic

Company
Cultural Economic
Publics Suppliers
Company

Political Competitors Customers Natural

Intermediaries

Technological
 Marketing Environment

Includes:
Microenvironment: actors close to the company that affect its ability to
serve its customers.
Macro environment: larger societal forces that affect the microenvironment.
Considered to be beyond the control of the organization.
The
Microenvironment
Actors in the Microenvironment
 The Companys Microenvironment

Suppliers:
Provide resources needed to
produce goods and services.
Important link in the value delivery
system.
Most marketers treat suppliers like
partners.
 The Companys Microenvironment

Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods to
final buyers
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
Partnering With Intermediaries

Coca-Cola provides
Wendys with much more
than just soft drinks. It
also pledges powerful
marketing support.
The Companys Microenvironment

Customers:
Five types of markets that purchase
a companys goods and services
 The Companys Microenvironment
Competitors:
Those who serve a target market with products and services that
are viewed by consumers as being reasonable substitutes
Company must gain strategic advantage against these
organizations
Publics:
Group that has an interest in or impact on an organization's
ability to achieve its objectives
Types of Publics
The Macro environment
The Companys Macroenvironment

Demographic:
The study of human populations in terms of size, density,
location, age, gender, race, occupation, and other statistics.
Marketers track changing age and family structures,
geographic population shifts, educational characteristics, and
population diversity.
 Economic Environment

Consists of factors that affect consumer

purchasing power and spending patterns.

Changes in Income Income Distribution

Current income Upper class
Prices Middle class
Savings Working class
debt Underclass
 Income Distribution

Walt Disney markets two distinct Pooh bears to match its two-tiered
market.
 Natural Environment

Involves the natural

resources that are needed
as inputs by marketers or
that are affected by
marketing activities.
Factors Impacting the Natural
Environment

Shortages of Raw Materials

Increased Pollution

Increased Government Intervention

Environmentally Sustainable Strategies

 Environmental Responsibility

Mudball Mudballs Bebola Lumpur Bermikrob Baik Meneutral Air

Kolam Tanah Simen Kanvas Mengurangkan Mendapan Tangki Najis
Technological Environment

Most dramatic
force now
shaping our
destiny.
SMART PHONES

DIGITAL HOME
 Technological Environment

Changes rapidly.
Creates new markets and
opportunities.
Challenge is to make
practical, affordable
products.
Safety regulations result in
higher research costs and
longer time between
conceptualization and
introduction of product.
 Political Environment

Includes Laws,
Increasing Legislation
Government
Agencies, and
Pressure Groups that
Changing Government
Influence or Limit Agency Enforcement
Various Organizations
and Individuals In a
Given Society. Increased Emphasis on Ethics
& Socially Responsible Actions
Cultural Environment

Themselves Societys Major

Cultural Views Are
Others Expressed in
Peoples Views of:

Organizations

Society

Nature

The Universe
 Discuss marketing environment that affect your product

Notes By : Farihan Elyana Bt Zahari