chapter2marketingenvironmentethics
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MKT243 Fundamental of Marketing 1
FUNDAMENTAL OF
MARKETING
MKT243
Chapter 2
Marketing Environment
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DHD2010 MKT243 Fundamental of Marketing 2
The Company’s Macroenvironment
(External environment)
Corporate Social Responsibility
Topic Outline
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Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity
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Millennials (gen Y or echo boomers)
include those born between 1977 and
2000
Comfortable with technology
Includes
Tweens (ages 8–12)
Teens (13–19)
Young adults (20’s)
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Demographic Environment
Increased Diversity
Markets are becoming more
diverse
International
National
Includes:
Ethnicity
Gay and lesbian
Disabled
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The Pyramid of Corporate Social Responsibility