MKTG 409 Lecture Notes - Lecture 2: Better Business Bureau, Consumerism, Amazon Air
Document Summary
To monitor changes and anticipate trends in the environment, marketers conduct environmental scanning and environmental analysis. Environmental scanning: the process of collecting information about forces in the marketing environment. Environmental analysis: making sense of the information collected and applying it. E. x. diet pepsi instead of diet coke. E. x. any beverage instead of diet coke (milk) E. x tap water instead of diet coke. E. x use two dollars for newspaper instead of diet coke. Homogeneous or differentiated products (ups, fedex, etc. ) Product differentiation with many substitutes (wrangler, levi, etc) Better business bureau - cracks down against false or misleading advertisement. Nonmember firms do not have to abide. Us census bureau provides a demographic snapshot of each state and county. Organized efforts by individuals, groups, and organizations to protect consumers" rights. Marketing critics think that consumers are being exploited in the marketplace. Can be seen as controllable and uncontrollable.