Lecture 3 Ch3_BB - Click to edit Master subtitle style...

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Unformatted text preview: Click to edit Master subtitle style Chapter 3: Scanning the Marketing Environment Professor Jade DeKinder Jade S. DeKinder Jade S. DeKinder What You Should Know n How to define Marketing n What the marketing mix elements are n How organizations build customer value through marketing n What the core values, mission, and culture of an organization are n The two ways to aid an organization in answering: Where do we want to go? n The three key phases of the strategic marketing Jade S. DeKinder Jade S. DeKinder What You Will Know n What environmental scanning is n What the 5 sources of changing environmental trends are n How the 5 sources affect marketing decisions Jade S. DeKinder Jade S. DeKinder Environmental Scanning n Process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends Jade S. DeKinder Jade S. DeKinder Typical Trends Arise From: n Social forces n Economic forces n Technological forces n Competitive forces n Regulatory forces Jade S. DeKinder Jade S....
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This note was uploaded on 11/09/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

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Lecture 3 Ch3_BB - Click to edit Master subtitle style...

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