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MGCR 352 (26)
Chapter 3

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Management Core
MGCR 352
Fabienne Cyrius

Chapter 3 Scanning the Marketing Environment Environmental scanning the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends Tracking environmental trends Environmental forces: Social forces: forces of the environment that include the demographic characteristics of the population and its values -demographic shifts -demographics-the study of characteristics of a human population ie size, growth rate, gender, marital status, income, age, etc --baby boomers: generation born between 1946 and 1964. High income, aging, important consumer group --generation X: 1965-76. Lower number of children born in this period, generation is self-reliant, not as extravagent --generation Y: 1977-94-baby boomers having children, increasing birth rate, major influence on technology --the Canadian family: mot dual income families, many blended families --population shifts: most Canadians now live in CMAs (>100 000 pop.) --ethnic diversity-ethnic marketing: combinations of the marketing mix that reflect the unique attitudes, race or ancestry, communication preferences, and lifestyles of ethnic Canadians -cultural changes --culture: the set of values, ideas, and attitudes that are learned and shared among the members of a group --value consciousness- the concern for obtaining the best quality, features, and performance of a product or service for a given price --eco-consciousness, green Economic Economy: pertains to he income, expenditures, and resources that affect the cost of running a business and household. -macroeconomic conditions -consumer income --gross income: the total amount of money made in one year by a person, household, or family unit --disposable income: the money a consumer has left after paying taxes to use for such necessities such as food, shelter, clothing, and transportation --discretionary income: the money remaining after paying for
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