1 The Marketing Environment • Chapter 3 2 Marketing Environment • Environment forces • The trends in various environments demographic, economic, natural, technology, political and cultural • How should firms respond to? 3 Why Environmental Scanning? • Identify opportunities and threats; • Design effective marketing strategies. 4 Environmental Scanning • Gathering information regarding the external environment; • Analyzing that information; • Forecasting the impact of the trends. The role of marketing research?
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Transcript
1
1
The MarketingEnvironment
• Chapter 3
2
Marketing Environment
• Environment forces• The trends in various environments
demographic, economic, natural, technology, political and cultural
• How should firms respond to?
3
Why Environmental Scanning?
• Identify opportunities and threats;• Design effective marketing strategies.
4
Environmental Scanning
• Gathering information regarding the external environment;
• Analyzing that information;• Forecasting the impact of the trends.