Enviromental Scanning Flashcards
What does the Marketing environment comprise?
all those factors that are likely
to have some impact (either positive or negative) on a company’s
long -run success.
Environmental variables include?
The task environment
The societal environment, and
The internal environment
DEFINITION OF ENVIRONMENTAL
SCANNING
the monitoring, evaluating, and disseminating of information from
the external and internal environments to key people within the corporation’
The Impact of Environmental
Change
Hinders a company’s success
Causes companies to go out of business
Makes possible the identification and creation of new products
Makes possible the creation of new opportunities
Results in the destruction of old/existing products
What does The Societal Environment include?
includes economic, political -legal, socio-culture and technological forces
What does The task environment include?
includes elements that
directly affect the corporation The task environment includes governments, local communities, suppliers, competitors, customers, creditors, employees, labor
unions, special interest groups, and trade associations
Industry analysis
refers to an examination of key factors within a corporation’s task environment.
INTERNATIONAL FACTORS
Internationally, a corporation is faced with a different set of
economic, technological, political
- legal and sociocultural variables
that will impact its operations.
INTERNATIONAL FACTORS
Internationally, a corporation is faced with a different set of
economic, technological, political
- legal and sociocultural variables
that will impact its operations.
EXTERNAL STRATEGIC FACTORS
Analyses of both the societal and task environments will
come to an identification of EXTERNAL STRATEGIC FACTORS
These factors determine issues essential to a company’s long-term survival
