Study_Guide_for_Lecture_22_-_Management_I_-_scanning -...

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Study guide for Lecture 22: Marketing Management - Scanning     Who is selling? Environmental Scanning Why environmental scanning 0. Definition 0. Gathering information about the environment, analyzing it and predicting the impact 1. Macro – affects all companies  2. Micro – affects your company 3. External – beyond your control 4. Internal – within your control 1. Defense against “Marketing myopia” (Levitt, 1960) 5. Every major industry was once a growth industry 6. The reason growth stops is a failure of management 0. Narrow conception of the business 1. Failure to change in light of changing circumstances 0. Technology 1. Customer needs 2. According to Bruce 7. In marketing, there is no such thing as a good decision or a bad decision at the time you  make it. 2. You find that out later 8. There are only “defensible” decisions 3. An environmental scan is a systematic approach to understanding the world Marketing 431 Study Guides © 2009 Lecture 22: Management I - Scanning Page 1
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4. Helps make your decisions defensible 3. The point 9. The environmental scan is the first chance you have to make a difference 10. The better your environmental scan, the better your strategic planning 11. This is you best chance to avoid being “blindsided” External Macroenvironment Socio-cultural 0. Demographic characteristics of the population and its values 1. Demographics 0. Describing a population according to characteristics such as age, gender, ethnicity,  income, and occupation 2. Basis for segmentation 1. It is easier to succeed when your segment is important and growing 4. Demographics
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This note was uploaded on 05/10/2010 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Study_Guide_for_Lecture_22_-_Management_I_-_scanning -...

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