3

Analyzing the Marketing Environment

OBJECTIVES OUTLINE

  • OBJECTIVE 3-1 Describe the environmental forces that affect the company’s ability to serve its customers.
  • OBJECTIVE 3-2 Explain how changes in the demographic and economic environments affect marketing decisions.
  • OBJECTIVE 3-3 Identify the major trends in the firm’s natural and technological environments.
  • OBJECTIVE 3-4 Explain the key changes in the political and cultural environments.
  • OBJECTIVE 3-5 Discuss how companies can react to the marketing environment.

CHAPTER PREVIEW

So far, you’ve learned about the basic concepts of marketing and the steps in the marketing process for engaging and building profitable relationships with targeted consumers. In this chapter, we’ll begin digging ...

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