Mkt 304 chap 3 key terms l.jpg
This presentation is the property of its rightful owner.
Sponsored Links
1 / 12

MKT 304: Chap 3 Key Terms PowerPoint PPT Presentation


  • 53 Views
  • Uploaded on
  • Presentation posted in: General

MKT 304: Chap 3 Key Terms. Environmental Scanning Company Resources Company Objectives Competitive environment Economic environment Technological environment Political environment. Legal environment Cultural and social environment. Environmental Scanning.

Download Presentation

MKT 304: Chap 3 Key Terms

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Mkt 304 chap 3 key terms l.jpg

MKT 304: Chap 3Key Terms

  • Environmental Scanning

  • Company Resources

  • Company Objectives

  • Competitive environment

  • Economic environment

  • Technological environment

  • Political environment

  • Legal environment

  • Cultural and social environment


Environmental scanning l.jpg

Environmental Scanning

  • The process of collecting information concerning forces in the marketing environment

  • First step toward developing a marketing plan

  • A critical step for all marketers!


The marketing environment l.jpg

Resourcesand Objectivesof the Firm

CompetitiveEnvironment

Cultural andSocial Environment

EconomicEnvironment

Political andLegal Environment

TechnologicalEnvironment

The Marketing Environment

Direct Market Environment

External Market Environment


Resources l.jpg

Financial Strengths

Production Strengths

Production Strengths

Marketing Strengths

Resources


Objectives l.jpg

Objectives

  • Economically useful functions

  • Socially useful functions

  • Development of the organization

  • Profit


Mission statement and objectives l.jpg

Company Objectives

Production Objectives

Production Objectives

Marketing Objectives

HR Objectives

R&D Objectives

Finance Objectives

Product Objectives

Place Objectives

Promotion Objectives

Price Objectives

Mission Statement and Objectives

Mission Statement


The competitive environment l.jpg

The Competitive Environment

  • Competitive Structure of Market

  • Competitors

    • Number, Size, Market Share, Location

    • Products, Marketing Strategy

    • Direct, Indirect

  • Competitive Analysis

    • Barriers


The economic environment l.jpg

The Economic Environment

  • Global economic situation

  • Rate of change

  • Business life cycles

    • Prosperity

    • Inflation, recession, depression

    • Recovery

  • Interest rates

  • Consumer disposable income

  • Consumer demand & spending patterns


The technological environment l.jpg

The Technological Environment

  • New discoveries and innovations

    • Information technology

    • Biotechnology

  • Speed of technology transfer

  • Rates of obsolescence

  • Social concerns

    • Pollution

    • Unemployment

    • Ethical use of information


The political environment l.jpg

The Political Environment

  • Nationalism

  • Terrorism

  • Formal political power

    • Political parties

  • Informal political power

    • Lobbying groups

    • Consumer groups

    • National sentiment

    • Unions


The legal environment l.jpg

The Legal Environment

  • Government agencies

    • Federal

    • State

    • Local

  • Laws and regulations

  • Interpretations of the law


The cultural and social environment l.jpg

The Cultural and Social Environment

  • Changing demographics

  • Changing family structures

  • Changing cultural standards


  • Login