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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
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/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.
- Spring '14