Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends - PowerPoint PPT Presentation

Loading...

PPT – Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends PowerPoint presentation | free to view - id: 1891c-YzYwY



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends

Description:

Environmental Scanning is the process of collecting information about the ... competes with other tourist attractions such as San Diego Zoo, Yosemite, Tijuana ... – PowerPoint PPT presentation

Number of Views:2030
Avg rating:3.0/5.0
Slides: 18
Provided by: ltu1
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends


1
Environmental Scanning and Environmental
Management
  • Environmental Scanning is the process of
    collecting information about the external
    marketing environment to identify and interpret
    potential trends
  • Environmental Management involves marketers
    efforts toward achieving organizational
    objectives by predicting and influencing the
    competitive, political-legal, economic,
    technological, and social-cultural environments.

2
Ethical Issue, Legal Issue, or Neither
  • Parvin Investments purchased a list of fax
    numbers within UAH and sends daily stock tips
    and solicitations.
  • A salesperson tells a customer that the china she
    is looking at is the absolute best in the
    industry even though there is no data or test to
    indicate such.
  • A sales manager tells her territory rep to go to
    each retail store that carries their products and
    offer the retail salesperson 100 on the side for
    every unit of the companys product sold.
  • For the past five years a local furniture store
    seems to hold a going out of business or
    liquidation sale every six months, but is still
    in business.
  • A local store is planning to hold a buy one get
    one free sale this coming weekend, so they go
    around the store doubling the prices on each
    item.
  • An electronics company offers a rebate on a
    product, but the rebate cant be redeemed until
    thirty days after purchased, but expires sixty
    days after purchase.
  • Locatecell.com will sell a complete call history
    for any cell phone number in the country.
  • A research company calls to do surveys to people
    who are on the Federal do not call list

3
Ethical Issue, Legal Issue, or Neither
  • Legal issue You cant fax solicitations to
    businesses without a prior business relationship.
  • Ethical or Neither It is sales puffery but
    this is not illegal since no specific product
    claims were made.
  • Ethical This is called push money or
    spiffs. As long as the company gets the retail
    stores permission there is nothing wrong with
    it.
  • Ethical issue These terms make people think
    they are getting a great deal due to the
    impending closure.
  • Ethical issue Stores can charge pretty much any
    price they want and as long as the actually stick
    to the advertised policy, they are okay.
  • Ethical issue Uses the rebate to attract
    business, knowing that most consumers will not be
    able to meet the specific requirements.
  • Ethical issue- Not illegalyet!
  • Neither legitimate research calls are not
    subject to this law.

4
  • Elements of the Marketing Mix Within an
    Environmental Framework

5
(No Transcript)
6
The Competitive Environment
  • Competitive Environment The interactive process
    that occurs in the marketplace among marketers of
    directly competitive products, marketers of
    products that can be substituted for one another,
    and marketers competing for the consumers
    purchasing power.
  • Concerned about substitutes either direct or
    indirect

7
  • Types of Competition
  • Directly Competitive Products
  • Legoland Competes with Other Theme Parks in
    California
  • Indirectly Competitive Products
  • Legoland competes with other tourist attractions
    such as San Diego Zoo, Yosemite, Tijuana

8
The Political-Legal Environment
  • Component of the marketing environment consisting
    of laws and interpretations of laws that require
    firms to operate under competitive conditions and
    to protect consumer rights.
  • See Table 3.2, pp 54-55
  • FTC
  • BBB

9
  • Government Regulation
  • Protection of Competitive Environment
  • Began in the late 19th century
  • Aimed at to maintaining a competitive environment
    by reducing the trend toward monopolies
  • Included
  • Sherman Antitrust Act
  • Clayton Act
  • Federal Trade Commission Act

10
Economic Environment
  • Factors that influence consumer buying power and
    marketing strategies, including stage of the
    business cycle, inflation, unemployment, resource
    availability and income
  • Stages in the Business Cycle
  • Cyclical patterns consisting of the stages of
    prosperity, recession, depression, and recovery.

11
Technological Environment
  • Effects of new products and processes on the
    firms operation, on other business organizations,
    and society in general.
  • Also viewed as a an assessment of a consumer
    groups willingness and ability to use the firms
    technology

12
The Social-Cultural Environment
  • The relationship between marketing and society
    and its culture
  • GardenBurger is a leader in marketing meatless
    products that satisfy demands of vegetarians and
    health-conscious consumers

13
  • Doritos WOW!
  • Frito-Lay Launches Low-Fat Snacks for
    Health-Conscious Consumers

14
  • Ethics in Marketing
  • Ethical Problems in Marketing research
  • Alleged invasions of personal privacy
  • Gathering marketing information in exchange for
    money or free offers
  • Ethical Problems in Product strategy
  • Product quality
  • Planned obsolescence
  • Brand similarity
  • Packaging

15
  • Ethics in Marketing
  • Ethical Problems in Distribution strategy
  • Determining the appropriate degree of control
    over a channel
  • Determining whether a company should distribute
    its products in marginally profitable outlets
    that have no alternative source of supply
  • Ethical Problems in Pricing
  • Probably the most regulated aspect
  • Most unethical pricing behavior is also illegal

16
  • Ethics in Marketing
  • Ethical Problems in Promotional strategy
  • The source of the majority of ethical questions
  • Ethically questionable personal selling
  • Gifts and bribes
  • Questionable advertising
  • Promotion of questionable features (air bags)
  • Questionable WWW related promotional practices

17
  • The Four-Step Pyramid of Corporate Social
    Responsibility
About PowerShow.com