F10 MKTG 3104 Student 03. Scanning the Environment ppt

F10 MKTG 3104 Student 03. Scanning the Environment ppt -...

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MKTG 3104 SCANNING THE  ENVIRONMENT
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CLASS OBJECTIVES 1. Understand the importance of  environmental scanning 2. Explain ways to improve the quality  of environmental scanning 3. Evaluate two specific aspects of the  economic and social environments 
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Situation (SWOT) Analysis Evaluate external  factors Evaluat internal  factors
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How Marketers Get Information  about the Environment Marketing Research  Process of defining a problem or opportunity,  systematically collecting and analyzing  information, and recommending an action. Environmental Scanning The process of continually acquiring  information  on events occurring outside the organization to  identify and interpret potential trends.
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Environmental Forces Demographics and culture Social Economi c Technologic al Competitiv e Regulator y
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Environmental Forces Environmental Scanning Objectives Identify current issues and trends  Hispanic segment growth   Understand how they will affect our organization,     customers, suppliers, channel members,  competitors?  products, services, employees, signs, packages   Social Economi c Technologic al Competitiv e Regulator y
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This note was uploaded on 08/22/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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F10 MKTG 3104 Student 03. Scanning the Environment ppt -...

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