Chapter 3              The Marketing Environment

 

Federal Express (56)

 

A.      The Marketing Environment

1.  Environment Scanning and Analysis?

 

 

2.  How do you respond to environmental forces?

 

 

Global Marketing: India 3.0

 

 

B.      Competitive Forces

1.         What are some types of competition?

 

 

2.        What are some types of competitive structures?

 

 

 

3.        How do you stay abreast of the competition?

 

 

C.      Economic Forces

 

1.        How would you summarize those economic terms in the text (you have seen them before)?

 

 

 

2.        Buying power and willingness to spend mean what to the marketer?

 

 

D.      Political Forces

What are some examples of how companies have dealt with politics and power?

 

 

E.       Legal and Regs

Table 3.2 – Let’s not memorize those!!!!

 

1.        Procompetitive legislation:  What are some examples

 

 

2.        Consumer protection and encouraging compliance – what is the story?

 

 

3.        Regulatory agencies:  who are the ‘big dogs’ and how are companies self-regulating?

 

WAL-MART issues (68)

 

F.       Technical Forces:  how has it impacted marketing and how have companies adapted?

 

 

 

 

G.       Sociocultural Forces:  how have demographics, culture, and consumerism changed?

 

 

READ THE CASES!  Netscape (3.1) and Microsoft (3.2)