MGMA01H3 Chapter 2: Marketing Chapter 2
Document Summary
Introduction y organizations operate in an environment that is constantly shifting and changing. Environmental scanning y environmental scanning is the process by which the marketing manager gathers and y y y sorts information about the marketing environment. Information can be gathered periodically or continuously and they usually come from informal or formal sources. If issues rise that affects an industry as a whole, all the industry players will act in cohesion to correct the problem. xample: all car manufacturers adopting the policy to have air bags. The technoloigcal envrionment y technological environment consists of the applications of knowledge based on scientific discoveries, inventions and innovations: technology is reshaping the face of marketing y service design is changing due to technology also. Principles of marketing chapter 2: example: ebay, amazon y technology also helps firms keep detailed records and to access records in useful way y also it has helped inventory management by reducing the level of inventory necessary.
