3.5 Responding to the Marketing Environment Flashcards
How do companies who view the marketing environment as an uncontrollable element conduct their marketing practices?
They passively accept the marketing environment and do not try to change it.
They analyze environmental forces and design strategies that will help the company avoid the threats and take advantage of the opportunities the environment provides.
How do companies who take a proactive approach to marketing conduct their work?
Rather than assuming that strategic options are bounded by the current environment, these firms develop strategies to change the environment.
Rather than simply watching and reacting to environmental events, proactive firms take aggressive actions to affect the publics and forces in their marketing environment.
What are some of the stratagies that companies with a proactive apprach take?
Such companies hire lobbyists to influence legislation affecting their industries and stage media events to gain favourable press coverage.
They take to the social media and run blogs to shape public opinion.
They press lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control their distribution channels.
