Chapter3.notes.Guiding.Discussion

Chapter3.notes.Guiding.Discussion - Chapter3:...

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Chapter 3:  Scanning “The Marketing Environment” Did You Know?  Many (most?) of you are preparing for jobs that don’t yet exist using  technologies that have not yet been invented?” -  Time Magazine, 2009   Did You Know?    The Average American Woman Has your perspective of your body weight been distorted by the media?  (It probably has, in some way.) The average American woman is 5’5" tall and weighs 163 pounds.   The average American model is 5'11" tall and weighs 117 pounds.   Most fashion models are thinner than 98% of American women.   Four out of five American women say they're dissatisfied with the way they look.   On any given day, almost half of the women in the United States are on a diet.   The average American man weighs 190 lbs, by the way.  He is also far less than  likely than she to graduate from college, for what that’s worth, which is, as it  turns out, a lot.    SO WHAT?  1. What should firms engage in environmental scanning?   a. Hint: The answer relates to the reason why Willie Sutton robbed  banks?  2. What the most relevant dimensions of any firm’s environment?   a. The firm’s Suppliers –  or other upstream [toward the sources of the  products] partners b. …   Or   Retailers   –   or   other   downstream   [toward   the   end   use  customers] partners  c. The firm’s Customers –  d. Societal– Demography and cultural 
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e. Economic Conditions –  f. Technological Trends -  g. The firm’s Competition -  h. The Regulations and Laws that confront the firm - what sorts of  industry’s firms are most likely to be impacted by these?  i. Laws protecting competition  ii. Laws affecting marketing mix activities  iii. Laws affecting consumer behavior    3. Explain ‘Glaciers’ ….    Remember one thing –  Every single environmental change/trend may  eventually prove a business  opportunity in disguise.   o On   the   other   hand,   those   same   environmental   changes   may  eventually prove a business threat, in disguise.   In large part, the outcome; i.e., marketing opportunity or marketing threat,  depends   on   what   marketing   firm   is   being   considered   and   how   well- prepared that firm is to confront the changes.   Overview Summary/Relevant Definitions   All marketing firms possess a  Micro-Environment  (also commonly called the “Internal  Environment”) Consists of the firm’s customer relationships, relationships with suppliers and  other marketing intermediaries (together, these are summarized as the supply  chain   or  marketing  channel,   as  we   shall   learn   in  Chapters   16  and  16), 
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Chapter3.notes.Guiding.Discussion - Chapter3:...

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