UNIVERSITAS TEKNOKRAT INDONESIA

Disiplin, Bermutu, Kreatif, dan Inovatif

Demographic and Development

Of macro Environment
 Environmental Forces
Demographic

Political-Legal Economic

Technological Socio-Cultural

Natural
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 Population and Demographics
• Population growth • Educational groups
• Population age mix • Household patterns
• Ethnic markets • Geographical shifts

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 Mattel
Markets in
China

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 Population Age Groups

65+
40-65

25-40
Teens
School-age
Preschool
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 Schwab’s Chinese-language Web site

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 Household Patterns

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 Economic Environment
• Income Distribution
• Savings, Debt, and Credit

• Levi’s has responded to

changes in income
distribution by offering an
upscale line and a mass
market line

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 Social-Cultural Environment
Views
Views of
of themselves
themselves

Views
Views of
of others
others

Views
Views of
of organizations
organizations

Views
Views of
of society
society

Views
Views of
of nature
nature

Views
Views of
of the
the universe
universe
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 Interest in Nature: A Growing Trend

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 Table 3.3 Most Popular
American Leisure Activities
• Reading • Computer activities
• TV watching • Gardening
• Spending time with • Renting movies
family • Walking
• Going to movies • Exercise
• Fishing • Listening to music

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 Natural Environment
Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
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 Toyota Experienced Success
with Green Cars

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 Figure 3.1 Consumer
Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Grousers (15%)

Apathetics (18%)
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 Keys to Avoiding
Green Marketing Myopia
• Consumer Value Positioning
• Calibration of Consumer Knowledge
• Credibility of Product Claims

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 Technological Environment
Pace of change

Opportunities
for innovation

Varying R&D
budgets

Increased regulation
of change
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 Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

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 Marketing Debate
 Is consumer behavior more a function
of a person’s age or generation?

Take a position:
1. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.
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 Marketing Discussion

 What brands do you feel

successfully speak to you?
 Effectively target your age group?
 Which ones do not?
 What could they do better?

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