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Chapter 3 - Scanning the marketing environment. After reading chapter 3, you should be able to: Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces; describe how social forces such as demographics and culture can have an impact on marketing strategy; discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 3-3 LO 3-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-1 Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. Describe how social forces such as demographics and culture can have an impact on marketing strategy. Discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. 3- LO 3-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-4 LO 3-6 Describe how technological changes can affect marketing. Discuss the forms of competition that exist in a market and the key components of competition. Explain the major legislation that ensures competition and regulates the elements of the marketing mix. 3- HOW DO YOU ATTRACT 1 BILLION CUSTOMERS? MOVE FAST AND | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 3-3 LO 3-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-1 Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. Describe how social forces such as demographics and culture can have an impact on marketing strategy. Discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. 3- LO 3-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-4 LO 3-6 Describe how technological changes can affect marketing. Discuss the forms of competition that exist in a market and the key components of competition. Explain the major legislation that ensures competition and regulates the elements of the marketing mix. 3- HOW DO YOU ATTRACT 1 BILLION CUSTOMERS? MOVE FAST AND BREAK THINGS! Facebook in the Future Facebook and the Influence of Environmental Forces 3- FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers 3- ENVIRONMENTAL SCANNING TRACKING ENVIRONMENTAL TRENDS LO 3-1 Environmental Scanning Example: Coffee Marketers 3- FIGURE 3-2 An environmental scan of today’s marketplace shows the many important trends that influence marketing 3- SOCIAL FORCES DEMOGRAPHICS—POPULATION LO 3-2 Demographics World Population U.S. Population Social Forces Population Explosion 3- SOCIAL FORCES DEMOGRAPHICS—GENERATIONAL COHORTS LO 3-2 Baby Boomers: 1946 – 1964 Generation X: 1965 – 1976 Generation Y: 1977 – 1994 Generational Marketing Millennials: 1995 + 3- MAKING RESPONSIBLE DECISIONS Millennials Are Going to Change the World— through Environmental Sustainability LO 3-2 3- Prudential, American Airlines, and Windows Phone Which generational cohort is being reached? LO 3-2 3- SOCIAL FORCES .
