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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
The Changing Marketing Environment

Chapter Objectives

When you finish this chapter, you should:

Know why company objectives are important in guiding strategic market planning.

See how the resources of a firm affect the search for opportunities.

Know the variables that shape the environment of strategic market planning.

Know how the different kinds of competitive situations affect strategic planning.

Understand how the economic and technological environment can affect strategic planning.

Know why the marketing manager must carefully monitor the legal environment.

Understand the important new terms (shown in the margins).




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