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Chapter 3 - Chapter 3 Scanning the Marketing Environment...

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Chapter 3: Scanning the Marketing Environment 23/01/2008 23:01:00 Environmental Scanning in the New Millennium:  The process of continually  acquiring information on events occurring outside the organization to identify and  interpret potential trends. Environmental trends typically arise from five sources. o Social Include the demographic characteristics of the population and  its values. Demographics  include characteristics such as age, gender,  ethnicity, income , and occupation. Recent estimates indicate there are 6.3 billion people in the  world and likely to expand to 9 billion by 2050. US population is becoming larger, older, and more diverse. Baby Boomers (1946-1964)—78 million Generation X (1965-1976)—15 percent Generation Y (1977-1994)—72 million Metropolitan Statistical Area—at least 50,000 people Micropolitan Statistical Area—less than 50,000 people Multicultural marketing reflects attitudes, ancestry, lifestyles, etc.
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  • Spring '08
  • ADLER
  • Sherman Antitrust Act, Metropolitan Statistical Area, income Disposable income, people Micropolitan Statistical

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