Essay External Macro Environment

1622 Words Dec 16th, 2011 7 Pages
BUS 109
Written assignment

Content page 1. Introduction 3 2. External macro-environment 3 2.1 Social and cultural forces 3 2.1.1 Changing gender roles 3 2.1.2 Attitude towards health, nutrition and well-being 3 2.1.3 Cultural beliefs in a country 4 2.2 Technology 4 2.2.1 Advantages of technology 4 2.2.2 Disadvantages of technology 5 2.3 Demography 5 3. Conclusion 6 4. References Lists 7

1. Introduction
This report is discussing about how three major forces of macro environment affecting an organisation’s marketing program. The three major forces discussed are social and cultural forces, technology, and demography. 2. External macro-environment Macro environment
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For example, G-Market is a Korean online shopping, which consisted of clothing and accessories, beauty and sports, electronics, baby and food, and home and books (Gmarket n.d.). All products in G-market are sold at reasonable prices so that customers sometimes prefer to buy it online. As a result, shops that do not offer online service may be in disadvantages, as the price is usually more expensive as compared to those online products.

Besides that, those advertisements using website may appear to be tacky and sometimes this kind of advertisements may mislead as a spam to online user. Some companies advertise their product through unknown website, which lowering its brand image or reputation of their company. Moreover, most of the internet users do not really pay attention to the advertisement on the website, because they are only attracted to the content on the website itself.

2.3 Demography Demography is the statistical studied that give pertinent information about various group. The behaviour consumer may affect by age, size, gender, population density, geographic distribution and other vital statistics.(anselmo 2011). Marketers need to understand the demography of an area in order to provide the right goods and services to citizens.
In 1990’s, Singapore’s experienced aging population, which contributed to the population’s increasing number of interest in healthcare (Ames Gross 1993). At that point of time,

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