FUNDAMENTAL OF

MARKETING
MKT243
Chapter 2
Marketing Environment

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 Topic Outline

The Company’s Macroenvironment

(External environment)
Corporate Social Responsibility

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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

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