01 many businesses operate in environments where

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Unformatted text preview: Many businesses operate in environments where important forces change. Anticipating and responding to changes such as those taking place on the Web often means the difference between marketing success and failure. This chapter describes how the marketing environment has changed in the past and how it is likely to change in the future. CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT 3 /Volumes/203/MHBR060/ker10ch03 /Volumes/203/MHBR060/ker10ch03 59 ker81063_ch03_058-077.indd Page 60 8/13/08 12:57:06 AM user ker81063_ch03_058-077.indd Page 60 8/13/08 12:57:06 AM user /Volumes/203/MHBR060/ker10ch03 /Volumes/203/MHBR060/ker10ch03 ENVIRONMENTAL SCANNING Changes in the marketing environment are a source of opportunities and threats to be managed. The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called environmental scanning. Environmental trends typically arise from five sources: social, economic, technological, competitive, and regulatory forces. As shown i...
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This document was uploaded on 01/30/2014.

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