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2
The Marketing Environment

Disarikan dari :
1.Evans & Berman
2.Amstrong
3.P. Khotler dan sumber relevan lainnya
 Marketing Environment
• The marketing environment consists of
actors and forces outside the organization
that affect management’s ability to build
and maintain relationships with target
customers.
• Environment offers both opportunities and
threats.
• Marketing intelligence and research used
to collect information about the
environment.
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 Marketing Environment

• Includes:
– Microenvironment: actors close to the
company that affect its ability to serve its
customers.
– Macroenvironment: larger societal forces that
affect the microenvironment.
• Considered to be beyond the control of the
organization.

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 Environmental Scanning

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Outcomes from External and Internal
Environmental Analyses

Examine opportunities Examine Strength and

and threats weakness unique
resources, capabilities, and
competencies
(sustainable competitive
5 advantage)
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Lingkungan Internal Perusahaan

• Struktur Organisasi
• Budaya Organisasi
• Sumber daya yang dimiliki perusahaan
– Keuangan
– SDM yang ada
– Sarana dan prasarana fisik

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 Beberapa Jenis
Struktur Organisasi Pemasaran

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 Functional Organizations

Vice-President of Marketing

Product Physical Marketing Other

Promotion Sales Functional
Planning Distribution Research Manager Manager Managers
Manager Manager Manager

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 Product-Oriented Organizations
Vice-President of
Marketing

Product Planning Other Functional

Manager Managers

Manager Manager
Product Product
A B

Brand Brand Brand Brand

Manager Manager Manager Manager
1 2 1 2

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 Market-Oriented Organizations
Vice-President of
Marketing

Other Functional
Sales Manager Managers

Regional Regional Regional Regional

Sales Sales Sales Sales
Manager Manager Manager Manager
East North West South

Sales
Sales Sales Sales Sales Sales Sales Sales Sales
Manager Manager Manager Manager Manager
Manager
Final Manager Manager Manager
Final Organi- Final Organi- Final Organi- Final Organi-
Consumer
Consumers zational Consumers zational Consumers zational Consumers zational
Consumers Consumers Consumers Consumers

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Lingkungan Industri (Microenvironment)

• Konsumen (Perilaku, daya beli, profile lainnya)

• Pemasok (suppliers) (jumlah, kemampuan)
• Kompetitor/pesaing (jumlah, kekuatan, profile)
• Kreditor (jumlah, kebijakan, persyaratan)
• Serikat pekerja
• Pemerintah (peraturan/kebijakan, perpajakan)
• Asosiasi, dll

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Lingkungan Makro (Macroenvironment)

• Peran Teknologi
• Peran aspek ekonomi
• Peran sosiokultur (Geografis, Demografis,
Adat, dll)
• Peran aspek Politik
• Peran Lingkungan

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Technological Forces

http://api.ning.com/files http://blog.karachicorner.com/blog-images

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Economic Forces

http://filipspagnoli.wordpress.com/tag/education
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Economic Forces

GDP nominal per capita world map IMF 2008.png

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Socioculture Forces

http://filipspagnoli.wordpress.com/tag/education
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Socioculture Forces

http://filipspagnoli.wordpress.com/tag/education
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 Population Pyramid Summary for
Indonesia http://www.census.gov/ipc/www/idbpyr.html

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Socioculture
Forces

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Political Forces

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Natural Forces

http://1.bp.blogspot.com http://pusdiknakes.or.id/persinew/images

http://westnu.files.wordpress.com

http://bataviase.files.wordpress.com/2007/02/
03-banjir.jpg
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