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ENVIRONMENTAL SCANNING

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

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ENVIRONMENTAL SCANNING

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  1. 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

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

  3. An environmental scan of the United States

  4. 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

  5. Basic MIS

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

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

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

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

  10. Racial and ethnic concentrations in the United States

  11. Social Forces • Regional Marketing

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

  13. Economic Forces • Macroeconomic Conditions

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

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

  16. Income distributions of U.S. households

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

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

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

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

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

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

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

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