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.