3-1

3-1

PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter
33
The Global Marketing
Environment

 Copyright 1999 Prentice Hall

 3-2
Marketing
Marketing Environment
Environment
3-2

• Semua aktor dan kekuatan yang

mempengaruhi kemampuan perusahaan
untuk melakukan transaksi bisnis
secara efektif dengan target pasar itu.
• Includes:
–Microenvironment - forces close to the
company that affect its ability to serve its
customers.
–Macroenvironment - larger societal forces
that affect the whole microenvironment.

 Copyright 1999 Prentice Hall

The
The Marketing
Marketing
3-3
3-3

Environment
Environment
Demographic

Company
Cultural Economic

Publics Suppliers
Company
Customers
Competitors
Political Natural
Intermediaries

Technological

 Copyright 1999 Prentice Hall

The
The Microenvironment
Microenvironment
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3-4

Company
Company

Publics
Publics Forces
Forces Affecting
Affecting aa Suppliers
Suppliers
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers

 Copyright 1999 Prentice Hall

The
The Company’s
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Company’s
3-5

Microenvironment
Microenvironment
• Company’s Internal Environment-
Environment functional
areas such as top management, finance, and
manufacturing, etc.

• Suppliers - provide the resources needed to

produce goods and services.

• Marketing Intermediaries - help the company to

promote, sell, and distribute its goods to final
buyers.

 Copyright 1999 Prentice Hall

The
The Company’s
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Company’s
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Microenvironment
Microenvironment
• Customers - five types of markets that
purchase a company’s goods and services.

• Competitors - those who serve a target market

with similar products and services.

• Publics - setiap kelompok yang menganggap

diri memiliki kepentingan dalam kemampuan
perusahaan untuk mencapai tujuannya.

 Copyright 1999 Prentice Hall

Customer
Customer
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3-7

Markets
Markets
International Consumer
Markets Markets

Company
Company
Government Business
Markets Markets

Reseller
Markets

 Copyright 1999 Prentice Hall

The
The
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3-8

Macroenvironment
Macroenvironment
Demographic
Demographic

Cultural
Cultural Forces
Forces that
that Shape
Shape Economic
Economic
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Political
Political Natural
Natural
Technological
Technological

 Copyright 1999 Prentice Hall

The
The Company’s
Company’s
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3-9

Macroenvironment
Macroenvironment
• Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.

• Economic - faktor yang mempengaruhi

daya beli dan pola konsumen.

• Natural
Natura - sumber daya alam yang
dibutuhkan sebagai input oleh pemasar
atau yang dipengaruhi oleh kegiatan
pemasaran.
 Copyright 1999 Prentice Hall
Key
Key U.S.
U.S. Demographic
Demographic Trends
Trends
3-10
3-10

Perubahan
PerubahanStruktur
StrukturUsia
Usia
Populasi
Populasisemakin
semakintua
tua

Perubahan
PerubahanStruktur
StrukturKeluarga
Keluarga
Telat
TelatMenikah,
Menikah,anak-anak
anak-anaklebih
lebihsedikit,
sedikit,
perempuan
perempuanpekerja,
pekerja,dan
danrumah
rumahtangga
tangganon
nonkeluarga
keluarga

Pergeseran
Pergeserangeografis
geografis
Pindah
Pindahke
keSunbelt
Sunbeltdan
danpinggiran
pinggiran

peningkatan
peningkatanPendidikan
Pendidikan
Peningkatan
Peningkatanorang
orang kuliah
kuliah
dan
danpekerja
pekerjakerah
kerahputih
putih
Growing
GrowingEthnic
Ethnicand
andRacial
Racial Diversity
Diversity
73%
73%Caucasian,
Caucasian,12%
12%African-American,
African-American,
10%
10%Hispanic
Hispanic&&3.4%
3.4%Asian
Asian

 Copyright 1999 Prentice Hall

Economic
Economic Environment
Environment
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3-11

Economic
Economic Changes
Changes
Development
Development Key
Key in
in Income
Income
Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers

Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Patterns
 Copyright 1999 Prentice Hall
 Natural
Natural Environment
Environment
3-12
3-12

More
More Government
Government
Intervention
Intervention

Factors
Affecting
Higher
Higher Pollution
Pollution the Shortages
Shortages of
of
Levels
Levels Natural Raw
Raw Material
Material
Environment

Increased
Increased Costs
Costs
of
of Energy
Energy

 Copyright 1999 Prentice Hall

The
The Company’s
Company’s
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3-13

Macroenvironmen
Macroenvironmen
tt
• Technological - forces that create new
product and market opportunities.

• Political - laws, agencies and groups that

influence or limit marketing actions.

• Cultural - forces that affect a society’s

basic values, perceptions, preferences,
and behaviors.

 Copyright 1999 Prentice Hall

Technological
Technological Environment
Environment
3-14
3-14

High
High R
R&&DD
Perubahan
Perubahan yg
yg cepat
cepat Budgets
Budgets

Masalah
Masalah dalam
dalam lingkungan
lingkungan
Teknologi
Teknologi

Fokus
Fokus pada
pada perbaikan
perbaikan peningkatan
peningkatan
Kecil
Kecil peraturan
peraturan

 Copyright 1999 Prentice Hall

Political
Political Environment
Environment
3-15
3-15

Increased
Increased Changing
Changing
Legislation
Legislation Enforcement
Enforcement
Key
Key
Trends
Trends inin the
the
Political
Political
Environment
Environment
Greater
Greater
Concern
Concern for
for
Ethics
Ethics

 Copyright 1999 Prentice Hall

Cultural
Cultural
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3-16

Environment
Environment
Of
Oneself
Of Of
the Universe Others
Views
Views
That
That Express
Express
Of Values
Values Of
Nature Organizations
Of
Society

 Copyright 1999 Prentice Hall

Responding
Responding to
to the
the
3-17
3-17

Marketing
Marketing
Environment
Environment
• Environmental Management Perspective
–Mengambil pendekatan proaktif
untuk mengelola lingkungan mikro
dan lingkungan makro untuk
mempengaruhi perubahan yang
menguntungkan bagi perusahaan.
Bagaimana? Mempekerjakan pelobi,
jalankan "advertorial", tuntutan
hukum dan keluhan, dan perjanjian
bentuk.

 Copyright 1999 Prentice Hall