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Unformatted text preview: n Figure 3–1 and described later in this chapter, these forces affect the marketing activities of a firm in
numerous and unexpected ways. LO1 environmental scanning Process of acquiring information on events outside the organization to identify and interpret
potential trends An Environmental Scan of Today’s Marketplace
What trends might affect marketing in the future? A firm conducting an environmental
scan of the marketplace might uncover key trends such as those listed in Figure 3–2 for
each of the five environmental forces.2 Although the list of trends is far from complete,
it reveals the breadth of an environmental scan—from the increasing diversity of the
U.S. population, to the growing economic impact of China and India, to the dramatic
growth of customer-generated content. These trends affect consumers and the businesses and organizations that serve them. Trends such as these are described in the
following discussions of the five environmental forces. SOCIAL FORCES
The social forces of the environment include the demographic characteristics of the
population and its values. Cha...
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This document was uploaded on 01/30/2014.
- Spring '14