MKT243 Fundamental of Marketing 1

FUNDAMENTAL OF

MARKETING

MKT243

Chapter 2

Marketing Environment

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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