the importance of environmental scanning
environmental scanning involves acquiring information on events occurring outside the
company and identifying potential trends.
a. tracking environmental trends
the declining consumption of coffee is an example of a trend identified by
environmental scanning. providing an explanation for the trend and assessing the
implications of the trend are also an important part of environmental scanning.
b. an environmental scan of canada
some emerging trends are highlighted in figure 3-2 in the text.
ii. social forces
social forces include the demographic characteristics of the population, and its values.
these social forces include demographic changes and cultural changes.
demographics involve describing the population (canadian population is expected
to reach 33 million by 2011) on selected characteristics, such as age, sex,
ethnicity, income, and occupation. some important trends affecting marketing
1. the world population at a glance. the world population now 6.3 billion and
will be 9 billion by 2050. the population in canada shows a continued
increase in the number of people over 65 -- a trend referred to as "the
greying of canada." greater attention is being paid to the mature household
headed by people over age 50. these households control much of the
accumulated wealth in this country.
2. the canadian population
the canadian population is becoming older and more diverse.
expected to be 33 million by 2011.
a. a major reason for the greying of canada is that the baby boomers -
the generation of children born between 1946 and 1964 - are
growing up. marketers have capitalized on this trend by developing
products and services for this age group.
b. at the same time, marketers are now tracking generation x -
persons born between 1965 and 1976. it is a generation of
consumers who are self-reliant, entrepreneurial, supportive of
diversity, better educated, not prone to extravagance and are likely
to pursue lifestyles and prefer products that are very different from