chapter 2_marketing environment & marketing ethics_present
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MARKETING ENVIRONMENT
& MARKETING ETHICS
PREPARED BY:
MISS NOR AMNI SARAH BINTI MUHAMMAD ZINFaculty of Business Management (Marketing)
Universiti Teknologi MARA, KELANTAN.
011 29 20 33 02
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(2) Corporatesocial
responsibilities
Social Factors
Economic
Technology
Legal & Political
Demographic
Competitive
(1) External
marketing
environment
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External Marketing Environment
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Demographics
SocialChange
EconomicConditions
Political &Legal Factors
Technology
Competition
EnvironmentalScanning
Target Market
ProductDistributionPromotion
Price
External Environment(uncontrollable)
Ever-ChangingMarketplace
Internal(within the
organization)
Marketing mix
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Social Factors
Social change is the most difficult external variable formarketing managers to forecast, influence, or integrate into
marketing plans.
Social factors influence the products people buy, the price paid,
the effectiveness of specific promotions, and how, where, andwhen people expect to purchase products.
Consist ofvalues, attitudes, and lifestyles.
Aim : To succeed & make profits.
Understanding of social factors : To produce the right productsto suits peoples needs and wants.
Eg;Cuti-Cuti Malaysia government encourage local tourism by
giving two Saturday off in a month.
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American Values
Self-Sufficiency
BasicAmerican
Values
Upward Mobility
Work Ethic
Conformity
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Component Lifestyles
Component Lifestyles
The practice of choosing goods and services that
meet ones diverse needs and interests rather than
conforming to a single, traditional lifestyle.
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Role of Families and Working Women
The phenomena of working women has had thegreatest effect on marketing than any other socialchange.
63% of all females (ages 16-65) are in the workforce
Purchasing power from dual-career families
is rising.
Cost is more important to women. Quality is moreimportant to men.
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Rising consumer
income
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Economic Factors
Inflation
Recession
Economic Areasof Concern to
Marketers
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1. Rising consumer income
income, power to spend. Therefore, dd for quality of
product.
When people income , marketer take this advantages byproducing better quality of products to generate more sales &
get more profit.
2. Inflation
in price without corresponding in salaries. Therefore, purchasing power.
Marketing strategy : give discount & low price - attract more
customers to buy the products.
3. Recession
dd for product as consumer income, therefore
unemployment rate.
Marketing strategy : try to new product that more economical &
effective, improve existing product & offer better value for
money. 10
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New technology internally is a key to long-term
competitive advantage.o Create more efficient operation or better products
o May render existing products obsolete
Marketer must aware of new developments intechnology.
Business can easily decline when they ignore the
emergence of new technologies.
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Technology Factors
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Major technological break-through:-
o Start an entirely new industry computer, laptop,
komuter, LRT, airplane, etc.o Radically alter / destroy existing industries computers
replacing typewriter, fax replacing telegram, etc.
o Stimulate other markets & industries not related to the
new technologies due to new technologies involve highcost.
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Technology Factors
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Laws, government agencies pressure groups made up
the political & legal environment.
Can be group into 4 categories:
i. General monetary & fiscal policies.
ii. Broad social legislation & policies set by regulatory
agencies.
iii. Government relationship with individual industries.iv. Laws affecting marketing itself.
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Legal & Political
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Demographic Factor
Age Location Race andEthnicity
Demography
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Generation Y
Born between 1979 and 1994.
Size creates huge marketing impact
Attached to technology
Eg; People who are prefer products such as coca
cola, ferrari, raph lauren, etc.
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Generation X
Born between 1965 and 1978
Time is at a premium
Majority have children and households
Savvy and cynical consumers
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Competitive Factor
How many competitors?
How big are competitors?
How interdependent is
the industry?
Control
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Competitive Factors
Competition forMarket Share
andProfits
GlobalCompetition
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The Impact of Terrorism on Business
Terrorism is an uncontrollable variable in the
external environment.
Businesses have lost revenue and experiencedincreased costs.
Technology is used to reduce travel:-
Videoconferencing
Digital photography
E-mail
Computer-assisted design
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CorporateSocialResponsibility
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Definition of CorporateSocial Responsibil ity
Businesss obligation, commitment,
and concern for societys welfare practised
by business managers taking into consideration
the best interest of society and the
well-beings of the company.
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Philanthropic responsibilitiesBe a good corporate citizen.Contribute resources to the
community; improve thequality of life.
Ethical responsibilitiesBe ethical.Do what is right, just, &
fair. Avoid harm.
Legal responsibilitiesObey the Law.Law is societys codificationof right & wrong. Play by the
rules of the game.
Economic responsibilitiesBe profitable.Profit is the foundation onwhich all other
responsibilities rest.
Pyramid of Corporate social responsibility
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