Chapter 3 The Marketing Environment

Process of collecting information about forces in the marketing environment

The process of assessing and interpreting the info gathered through environmental scanning and applying it

1. competitive2. political3. tech4. sociocultural5. legal and regulatory6. economic

Cannot

Brand, generic, product, total budget

The other brand that is closest sub-firms that market products with similar features and benefits tot he same customers at similar prices

Fufills the need but much farther away fromthe desired product-firms that provide very different products that solve the same problem or satisfy the same basic customer need

Another product in the same category but not as close as the brand competitor-firms that compete in the same product class but market products with different features, benefits and prices

Other organizations that market products that are similar to or can be substituted for a marketers products in the same geographic area

Firms that compete for the limited financial resources of the same customer

A competitive structure in which an organization offers a product that has no close subs making that org the sole source of supply

A competitive structure in which a few sellers control the supply of a large proportion of a product

A competitive structure in which a firm has many potential competitors and tries to develop a marketing strategy to differentiate its product

A marketing structure characterized by an extremely large number of sellers, none strong enough to significantly influence price or supply

A pattern of economic fluctuations that has four stages: prosperity, recession, depression, recovery