Lecture 4_Ch 3 - Chapter 3: Scanning the Marketing...

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Chapter 3: Scanning the Marketing Environment Professor Jade DeKinder
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What You Should Know… { What the business, mission, culture, and goals of an organization are { The two ways to aid an organization in answering: “Where do we want to go?” { The three key phases of the strategic marketing process
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What You Will Know… { What environmental scanning is { What the 5 sources of changing environmental trends are { How the 5 sources affect marketing decisions
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Environmental Scanning { Process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends
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Typical Trends Arise From: { Social forces { Economic forces { Technological forces { Competitive forces { Regulatory forces
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Social Forces { Demographics Characteristics used to describe a population such as age, gender, ethnicity, income, and occupation { Culture Values, ideas, and attitudes learned and shared among the members of a group
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Demographics: Population { World, U.S., and shifts in population { What does this mean for marketing?
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This note was uploaded on 04/11/2008 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

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Lecture 4_Ch 3 - Chapter 3: Scanning the Marketing...

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