Textbook Notes - Jan 16, 18.docx

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Management and Organizational Studies
Management and Organizational Studies 1021A/B
James O' Brien

MOSTextbook Notes The Marketing EnvironmentThe Marketing Environment Marketers scan the marketing environment in six key areas looking for factors that are important or changing They are 1 Demographic forces 2 SocioCultural forces 3 Economic forces 4 Technological forces 5 Competitive forces 6 Regulatory forcesA Marketing Environmental ScanA marketing environmental scan is the process of continually acquiring information on events occurring outside the organization to identify trends opportunities and threats to a business o Marketers use this knowledge to ensure that their products services and ideas are relevant and meaningfulDemographic ForcesThe statistical study of populations is referred to as demographics o It looks at characteristics such as age gender ethnicity income and occupation of a group of peopleInformat
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