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