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Lecture on Environmental Scanning

Lecture on Environmental Scanning. www.AssignmentPoint.com. ENVIRONMENTAL SCANNING. Tracking Environmental Trends – often the way that the uncontrollable events that impact a business and its marketing are identified and then incorporated into market planning.

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Lecture on Environmental Scanning

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  1. Lecture on Environmental Scanning www.AssignmentPoint.com

  2. ENVIRONMENTAL SCANNING • Tracking Environmental Trends – often the way that the uncontrollable events that impact a business and its marketing are identified and then incorporated into market planning

  3. Environmental forces affecting the organization, as well as its suppliers and customers

  4. An environmental scan of the United States

  5. Environmental Scanning • Read business and trade press • Study competitors • Use the internet • Attend trade shows • Visit markets – talk to customers, suppliers, investors, bankers, accountants, lawyers, old professors • Use students for projects – they have skills • Have a MIS

  6. Basic MIS

  7. SOCIAL FORCES • Demographics • The Population Trend • Mature household • The Baby Boom, Generation X,and Generation Y • Baby boomers

  8. The changing distribution of the over-65 population in the United States

  9. Social Forces • The Baby Boom, Generation X,and Generation Y • Generation X • Generation Y

  10. Social Forces • The American Family • Blended family • Population Shifts • Racial and Ethnic Diversity

  11. Racial and ethnic concentrations in the United States

  12. Social Forces • Regional Marketing

  13. Social Forces • Culture • The Changing Attitudes and Roles of Women • Changing Values • Value consciousness

  14. Economic Forces • Macroeconomic Conditions

  15. University of Michigan Consumer Sentiment Index and automobile sales: 1970-2000

  16. Economic Forces • Macroeconomic Conditions • Consumer Income • Gross Income

  17. Income distributions of U.S. households

  18. Economic Forces • Macroeconomic Conditions • Consumer Income • Disposable Income • Discretionary Income

  19. Technological Forces • Technology’s Impact on Customer Value • Electronic Business Technologies • Marketspace • Electronic commerce • Internet and World Wide Web • Commercial online services • Intranet • Extranets

  20. Competitive Forces • Alternate Forms of Competition • Pure competition • Monopolistic competition • Oligopoly • Monopoly

  21. Competitive Forces • Components of Competition • Entry • Barriers to Entry • Power of Buyers and Suppliers • Existing Competitors and Substitutes • Start-Ups, Entrepreneurs, and Small Business

  22. Regulatory Forces • Protecting Competition • Product-Related Legislation • Company Protection • Consumer Protection • Consumerism • Both Company and Consumer Protection

  23. Regulatory Forces • Pricing Related Legislation • Distribution-Related Legislation • Advertising and Promotion-Related Legislation • Control Through Self-Regulation

  24. Sustainable Development • Green Marketing • What happens when every Chinese and Indian family can afford an SUV?

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