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Chapter_3 - ker81063_ch03_058-077.indd Page 58 12:56:29 AM...

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CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT 59 Scanning the Marketing Environment 3 WEB 2.0 IS ALL ABOUT YOU! The Web is changing at an extraordinary pace and each new change pro- vides more customization and convenience for you. If you use MySpace. com, Del.icio.us, Secondlife, or any one of hundreds of new products on the Web you are already part of the new world of the Web! Not long ago the Web simply provided a modern channel for tra- ditional businesses. Music led the way with file-sharing services such as Napster and eventually online stores such as iTunes. The entire enter- tainment industry followed by offering books, movies, television, radio, and photography on the Web. The digital revolution allowed all of these businesses to benefit from the technical aspects of the Web. Now the term Web 2.0 is used to describe the changes in the World Wide Web that reflect the growing interest in collaboration, open shar- ing of information, and customer control. Many products and services such as podcasts, weblogs, videologs, social networking, bookmarking, wikis, folksonomy, and RSS feeds are already available, and many more are in development. As the focus moves from providing a new channel for existing busi- nesses to empowering individual consumers with customized products, suddenly the Web is all about you! You can create your own video and post it on YouTube, sell your photos on iStockphoto, build a social net- working site on Ning, and publish your ideas at Blogger. How did this happen? The marketing environment changed! First, technologies such as high-speed Internet, high-resolution dis- plays, and file-transfer software were developed. Second, the regulatory environment changed to allow the exchange and sale of copyrighted materials such as songs and movies. Third, competitive forces by com- panies such as Apple, Google, eBay, Microsoft, and Amazon gave the Web worldwide exposure. Finally, consumers changed. They are making it clear that they want “a tool for bringing together the small contribu- tions of millions of people and making them matter.” The future prom- ises to be even more exciting. Some experts are already talking about Web 3.0! 1 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 suc- cess and failure. This chapter describes how the marketing environment has changed in the past and how it is likely to change in the future. LEARNING OBJECTIVES After reading this chapter you should be able to: Explain how envi- ronmental scanning provides information about social, eco- nomic, technological, competitive, and regulatory forces. Describe how social forces such as demo- graphics and culture can have an impact on marketing strategy.
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