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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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Presentation Transcript
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

social forces
Social Forces
  • Demographics - Describing the population according to selected characteristics such as their age, gender, ethnicity, income, and occupation
  • 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.
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