Monday 9 April 2012

Environmental scanning in Marketing Management

The following discussion agenda  is on environmental scanning in Marketing Management:


  1. Needs and trends in the macroenvironment
    • Megatrends and trends
    • identify major macroenvironmental forces
      • demographic environment
      • economic environment
      • natural environment
      • technological environment
      • political-legal environment
      • social-cultural environment
  2. Respond to major macroenvironmental forces
    • From a mass market to micromarkets
    • Marketing for the new economy
    • Cause-related marketing



Reference
Kotler, P. (2003) "Chapter 6: scanning the marketing environment" in Marketing Management, Prentice Hall.

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