What is Marketing? (Chapter 3)

Part One
Marketing
and Its
Environment


3
The Marketing Environment


Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook

, Chapter Learning Objectives
• To recognize the importance of environmental scanning
and analysis
• To understand how competitive and economic factors
affect organizations’ ability to compete and customers’
ability and willingness to buy products
• To identify the types of political forces in the marketing
environment
• To understand how laws, government regulations, and self-
regulatory agencies affect marketing activities
• To explore the effects of new technology on society and on
marketing activities
• To analyze sociocultural issues that marketers must deal
with as they make decisions

Copyright © Houghton Mifflin Company. All rights reserved. 3–2

, Chapter Outline
• Examining and Responding to the Marketing
Environment
• Competitive Forces
• Economic Forces
• Political Forces
• Legal and Regulatory Forces
• Technological Forces
• Sociocultural Forces



Copyright © Houghton Mifflin Company. All rights reserved. 3–3

, Examining and Responding to the
Marketing Environment
• Environmental Scanning
– The process of collecting information about forces in
the marketing environment
• Observation
• Secondary sources
• Market research
• Environmental Analysis
– The process of assessing and interpreting the
information gathered through environmental scanning
• Accuracy
• Consistency
• Significance
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