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 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


Environmental forces affecting the organization, as well as its suppliers and customers


An environmental scan of the United States


Social 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 States


Racial and ethnic concentrations inthe United States


Culture

  • 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 Forces

The 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. households


Technological 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


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