Lecture 3 Ch3_BB

Marketing

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Chapter 3: Scanning the  Marketing Environment Professor Jade DeKinder
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Jade S. DeKinder What You Should Know… How to define Marketing What the marketing mix elements are How organizations build customer value through  marketing What the core values, mission, and culture 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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Jade S. DeKinder 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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Jade S. DeKinder Environmental Scanning Process of continually acquiring information on  events occurring outside the organization to identify  and interpret potential trends
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Jade S. DeKinder Typical Trends Arise From: Social forces Economic forces Technological forces Competitive forces Regulatory forces
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Jade S. DeKinder
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Lecture 3 Ch3_BB - Chapter3:Scanningthe MarketingEnvironment

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