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 e 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 Scanning Objectives •. Identify current issues and trends •. Understand how they will affect our organization, customers, suppliers, channel members, competitors? Social
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This note was uploaded on 03/02/2012 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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