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2 - Chapter Three Outline 6/2 1 Environmental scanning(The...

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Chapter Three Outline 6/2 1. Environmental scanning (The O and T of SWOT) a. Fig 3-1 P.70 b. Fig 3-2 P.71 c. Social Forces P.71-78 i. Demographics P.71-72 1. US POP 2. Baby boomers 3. Gen X 4. Gen Y 5. Multicultural marketing ii. Culture 1. Psychographics a. Values b. Attitudes c. Beliefs d. Lifestyle d. Economic forces 78-81 i. Consumer income 1. Gross income 2. Disposable income 3. Discreationary income e. Technological forces 81-83 i. Electronic commerce f. Comptetive forces i. Pure competition, monopoly, oligolopy, pure monopoly ii. Barriers to entry iii. Switching costs iv. Power of buyers/suppliers v. Growth rate of industry g. Regulatory forces i. Sherman anti trust act – legal term for a monopoly. Does not oulaw monopolies but outlaws monopolistic acts such as, price fixing, deceptive advertising, etc. Monopolies themselves are not illegal but doing illegal activities to become a monopoly is. 1. goal =to preserve competition, outlaw different acts that are non-competitive. Try to make the market as competitive as possible 2.
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