Scanning the environment

Scanning the environment - Scanning the environment How...

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Scanning the environment How marketers get information about the environment o Marketing research Process of defining a problem or opportunity, systematically collecting and analyzing information, and recommending an action o Environmental scanning The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends Environmental forces o Social o Economic o Technological competitive o Regulatory Improve the quality of environmental scanning o Train and motivate the sales force o Motivate channel members Customer needs, product usage, criteria Competitor activity o Network externally Tradeshows Published reports Shockholders’ meetings Competitors’ ads Business press o Take advantage of internest search, push technology, Twitter
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o Monitor online feedback systems (review forums, blogs, complaint sites) o Create a customer advisory panel Advisory panel objectives Provide marketing intelligence
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Scanning the environment - Scanning the environment How...

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