Analisis Lingkungan Pemasaran

                           "Analisis lingkungan pemasaran"

Analisis Lingkungan Pemasaran

berikut ini adalah hasil perkuliahan saya dengan bapak amril muhammad SE, MPd

-          Marketing environment/ Lingkungan pemasaran

The actors and te forces  outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its targets costumers.

1.       Microenvironment

- The forces close to the company that affect its ability to serve its targets costumers.

- The company itself, suppliers, market channel firms, costumer markets, competitors, and public.

marketting management's job is to attack and build relationship with customers by creating customer value and satisfaction

- however, marketting managers cannot accomplish this task one

-their success depends on another factors microenvironment

a.       The company

1)      Top management

2)      Finance (kemampuan keuangan)

3)      Riset and development

4)      Purchasing (pembelian)

5)      Manufacturing(Proses produksi: kualitas, jumlah, fitur, dll.)

6)      Accounting

b.      Suppliers

Provides the resources needed by the company to produce its goods and services.

1)      Watch supply avaliability(meneliti semua aspek kemampuan)

2)      Monitor the price trend of their key inputs

c.       Marketing intermediaries

1)      Firms that help the company to promote, sell, and distribute its good to final buyer

2)      They include resellers, physical distribution firm, marketing services agencies, and financial

intermediaries.

d.      Costumers

1)      Costumers markets

2)      Business markets

3)      Reseller markets

4)      Government markets

5)      International markets

e.      Publics

1)      Financial publics

2)      Media publics

3)      Government publics

4)      Citizen-action publics(kelompok-kelompok demo)

5)      Local publics

6)      General publics

7)      Internal publics

2.       Macroenvironment

a.       Demographic environment

1)      Size

2)      Density

3)      Location

4)      Age

5)      Gender

6)      Race

7)      Occupation

8)      Other statistic

b.      Economic environment

1)      Buying power

2)      Spending pattern

c.       Natural environment

1)      Shortage of raw materials(ketersediaan bahan baku)

2)      Increased cost of energy (kenaikan biaya energi)

3)      Increased pollution

4)      Government intervention in natural resources management

d.      Technological environment

1)      New technologies

2)      Creating new product

3)      Market opportunities

4)      Fast pace of technological change

5)      High R&D budgets

6)      Concentration on minor improvement

7)      Increased regulation

e.      Political environment

1)      Laws

2)      Government agencies

3)      Pressure groups

4)      Legislation regulating business

5)      Changing government

f.        Cultural environment

1)      Persistance of cultural values(menjaga nilai budaya)

2)      Shifts in secondary cultural values

2.a People’s view of themself

2.b People’s view of others

2.c People’s view of organization

2.d People’s view of society

2.e People’s view of nature

2.f  People’s view of universe