SCANNING THE MARKETING ENVIRONMENT

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SCANNING THE MARKETING ENVIRONMENT. Environmental Scanning. The process of continually acquiring information on events * occurring outside the organization to identify and interpret potential trends is called environmental scanning. * Events beyond management control.
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SCANNING THE MARKETING ENVIRONMENTEnvironmental Scanning The process of continually acquiring information on events* occurring outside the organization to identify and interpret potential trends is called environmental scanning.* Events beyond management controlEnvironmental forces affecting the organization, as well as its suppliers and customersAn environmental scan of the United StatesSocial Forces
  • Demographics - Describing the population according to selected characteristics such as their age, gender, ethnicity, income, and occupation
  • The changing distribution of the over-65 population in the United StatesRacial and ethnic concentrations inthe United StatesCulture
  • Culture incorporates the set of values, ideas, and attitudes of a homogenous group of people that are transmitted from one generation to the next.
  • Economic ForcesThe economy pertains to the income, expenditures, and resources that affect the cost of running a business and household.Consumer Income
  • Gross income is the total amount of money made in one year by a person, household, or family unit.
  • Disposable income is the money a consumer has left after paying taxes to use for food, shelter and clothing.
  • Discretionary income is the money that remains after paying for taxes and necessities.
  • Income distributions of U.S. householdsTechnological Forces
  • Technology’s Impact on Customer Value
  • Electronic Business Technologies
  • Marketspace
  • Electronic commerce
  • Internet and World Wide Web
  • Commercial online services
  • Intranet
  • Extranets
  • Competitive Forces
  • Alternate Forms of Competition
  • Pure competition
  • Monopolistic competition
  • Oligopoly
  • Monopoly
  • Regulatory Forces Restrictions state and federal laws place on business with regard to the conduct of its activities.Regulatory Forces
  • Protecting Competition
  • Product-Related Legislation
  • Company Protection
  • Consumer Protection
  • Consumerism
  • Both Company and Consumer Protection
  • Regulatory Forces
  • Pricing Related Legislation
  • Distribution-Related Legislation
  • Advertising and Promotion-Related Legislation
  • Control Through Self-Regulation
  • Related Search
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