 | Scanning the Marketing Environment
After reading this chapter you should be able to:
- Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces.
- Describe how social forces such as demographics and culture can have an impact on marketing strategy.
- Discuss how economic forces such as macroeconomic conditions and consumer income affect marketing.
- Describe how technological changes can affect marketing.
- Discuss the forms of competition that exist in a market and key components of competition.
- Explain the major legislation that ensures competition and regulates the elements of the marketing mix.
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