Title: SCANNING THE MARKETING ENVIRONMENT
1SCANNING THE MARKETING ENVIRONMENT
2Environmental Scanning
- The process of continually acquiring information
on events occurring outside the organization to
identify and interpret potential trends is called
environmental scanning. - Events beyond management control
3Environmental forces affecting the organization,
as well as its suppliers and customers
4An environmental scan of the United States
5Social Forces
- Demographics - Describing the population
according to selected characteristics such as
their age, gender, ethnicity, income, and
occupation
6The changing distribution of the over-65
population in the United States
7Racial and ethnic concentrations inthe United
States
8Culture
Culture incorporates the set of values, ideas,
and attitudes of a homogenous group of people
that are transmitted from one generation to the
next.
9Economic Forces
- The economy pertains to the income, expenditures,
and resources that affect the cost of running a
business and household.
10Consumer Income
- Gross income is the total amount of money made in
one year by a person, household, or family unit. - Disposable income is the money a consumer has
left after paying taxes to use for food, shelter
and clothing. - Discretionary income is the money that remains
after paying for taxes and necessities.
11Income distributions of U.S. households
12Technological Forces
- Technologys Impact on Customer Value
- Electronic Business Technologies
- Marketspace
- Electronic commerce
- Internet and World Wide Web
- Commercial online services
- Intranet
- Extranets
13Competitive Forces
- Alternate Forms of Competition
- Pure competition
- Monopolistic competition
- Oligopoly
- Monopoly
14Regulatory Forces
- Restrictions state and federal laws place on
business with regard to the conduct of its
activities.
15Regulatory Forces
- Protecting Competition
- Product-Related Legislation
- Company Protection
- Consumer Protection
- Consumerism
- Both Company and Consumer Protection
16Regulatory Forces
- Pricing Related Legislation
- Distribution-Related Legislation
- Advertising and Promotion-Related Legislation
- Control Through Self-Regulation