Chapter 3 – Scanning the Marketing Environment

Question 1

Strength and Weaknesses of SWOT

Answer 1

• Competition
• Suppliers
• Customers
• Relevant publics

Question 2

Opportunities and Threats of SWOT

Answer 2

• Political
• Legal
• Environmental
• Ethical
• Technological
• Social & Cultural
• Economic
• Demographic

Question 3

Social Forces

Answer 3

• Demographics
• The Canadian Family (blended families)
• Population shifts
• Ethnic Diversity
• Culture

Question 4

Economic Forces

Answer 4

• the economy
• macroeconomic conditions
• consumer income

Question 5

Technological Forces

Answer 5

• technology’s impact on marketers

- technology’s impact on customers

Question 6

Competitive Forces

Answer 6

• alternative forms of competition
• components of competition
• small business as competitors
• pure-play online competitors

Question 7

Regulatory Forces

Answer 7

• protecting competition and consumers