Chapter 3

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

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

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

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online