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

SCANNING THE MARKETING ENVIRONMENT


Environmental scanning

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

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


An environmental scan of the united states

An environmental scan of the United States


Social forces

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

The changing distribution of the over-65 population in the United States


Racial and ethnic concentrations in the united states

Racial and ethnic concentrations inthe United States


Culture

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

Economic Forces

The economy pertains to the income, expenditures, and resources that affect the cost of running a business and household.


Consumer income

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

Income distributions of U.S. households


Technological forces

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

Competitive Forces

  • Alternate Forms of Competition

    • Pure competition

    • Monopolistic competition

    • Oligopoly

    • Monopoly


Regulatory forces

Regulatory Forces

Restrictions state and federal laws place on business with regard to the conduct of its activities.


Regulatory forces1

Regulatory Forces

  • Protecting Competition

  • Product-Related Legislation

    • Company Protection

    • Consumer Protection

      • Consumerism

    • Both Company and Consumer Protection


Regulatory forces2

Regulatory Forces

  • Pricing Related Legislation

  • Distribution-Related Legislation

  • Advertising and Promotion-Related Legislation

  • Control Through Self-Regulation


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