TR Chapter 03 - Copyright 2007 by Nelson, a division of...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

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

Unformatted text preview: Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter 3 Chapter 3 The Marketing The Marketing Environment, Environment, Ethics, and Social Ethics, and Social Responsibility Responsibility 3-2 Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Identify the five components of the marketing environment. 2. Explain the types of competition marketers face and the steps necessary for developing a competitive strategy. 3. Describe how government and other groups regulate marketing activities and how marketers can influence the political legal environment. 4. Outline the economic factors that affect marketing decisions and consumer buying power. 5. Discuss the impact of the technological environment on a firms marketing activities. 6. Explain how the social-cultural environment influences marketing. 7. Describe the role of marketing in society and identify the two major social issues in marketing. 8. Identify the four levels of the social responsibility pyramid. 3-3 Copyright 2007 by Nelson, a division of Thomson Canada Limited Environmental Scanning and Environmental Scanning and Environmental Management Environmental Management Environmental Scanning Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends Environmental Management Environmental Management involves marketers efforts toward achieving organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social-cultural environments. 3-4 Copyright 2007 by Nelson, a division of Thomson Canada Limited The Competitive Environment The Competitive Environment Competitive Environment Competitive Environment : The interactive process that occurs in the marketplace among marketers of directly competitive products, marketers of products that can be substituted for one another, and marketers competing for the consumers purchasing power. Monopoly Deregulation movement Oligopoly 3-5 Copyright 2007 by Nelson, a division of Thomson Canada Limited Types of Competition Types of Competition Directly Competitive Products Indirectly Competitive Products Involves products than can be substituted for one another Mountain Dew competes directly with other soft drinks as well as indirectly with substitutes like bottled or canned iced tea and bottled water 3-6 Copyright 2007 by Nelson, a division of Thomson Canada Limited...
View Full Document

Page1 / 26

TR Chapter 03 - Copyright 2007 by Nelson, a division of...

This preview shows document pages 1 - 7. Sign up to view the full document.

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