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Thereb areb ab fewb waysb ab businessb canb stayb aheadb ofb itsb competition.b Theyb couldb researchb theb
prosb andb consb ofb theirb competitorb andb marketing;b forb example:b ifb theb businessb competitionb
hasb ab problemb withb customerb serviceb orb customerb returns,b ab companyb canb buildb onb theb
negativityb ofb theirb contenderb byb usingb itb againstb themb and,b inb turn,b helpb theirb ownb businessb
improveb theirb sales.b Second,b giveb yourb customersb incentivesb likeb 20%b offb theirb purchaseb forb
fillingb outb surveysb regardingb whatb theb customerb wantsb tob seeb inb theb company'sb businessb andb
whatb wouldb encourageb themb tob shopb withb theirb company.b Ib findb incentivesb areb alwaysb ab
greatb ideab forb improvingb ab business.b Itb wouldb alsob beb ab greatb ideab tob startb ab mailingb list,b sob
theb customerb canb receiveb incentivesb tob encourageb themb tob dob businessb withb theb company.b
Companyb creditb cardsb wouldb alsob createb moreb extensiveb salesb forb theb company;b buyb nowb
paysb ab smallb monthlyb paymentb everyb month.b Thereb areb manyb greatb opportunitiesb forb ab newb
businessb tob succeed;b allb itb takesb isb research,b advertising,b andb incentives.b Accordingb tob theb
text,b anb organizationb willb useb ab processb calledb environmentalb scanning.b Itb allowsb
organizationsb tob takeb ab lookb atb trendsb inb theirb industryb tob determineb howb threatsb andb
opportunitiesb canb beb managed.b Chapterb 3b listsb theb fiveb environmentalb forcesb thatb helpb
determineb industryb trends.b Socialb forcesb areb theb firstb componentb ofb environmentalb scanning.b
Itb encompassesb theb demographicsb andb cultureb ofb theb population.b Changesb inb socialb forcesb
canb haveb ab tremendousb effectb onb anb organization’sb marketingb strategy.b Theb secondb
componentb isb Economicb forcesb asb itb isb relatedb tob income,b expenditures,b andb resourcesb thatb
organizationsb needb inb orderb tob operate.b Theb thirdb componentb isb technologicalb forces,b whichb
refersb tob inventionsb orb innovationsb fromb mechanicalb orb engineeringb research.b Technologyb isb
constantlyb evolvingb sob organizationsb needb tob knowb howb technologyb canb replaceb existingb
productsb orb companies.b Competitiveb forcesb areb theb fourthb componentb ofb environmentalb
scanning.b Itb includesb informationb aboutb otherb organizationsb thatb couldb offerb theb sameb
productb tob anb organization'sb prospectiveb market.b Identifyingb competitorsb andb determiningb
whichb ofb theb fourb formsb ofb competitionb theyb areb categorizedb canb helpb anb organizationb
developb itsb marketingb strategy.b Theb fifthb componentb isb regulatoryb forces.b Theseb forcesb
consistb ofb stateb andb federalb lawsb putb inb placeb tob ensureb organizationsb conductb fairb businessb
practices.b Theseb regulationsb alsob provideb protectionb tob organizations.b Forb consumers,b
regulatoryb forcesb haveb stateb andb federalb lawsb inb placeb tob protectb themb fromb unfairb tradeb
practicesb andb itb ensuresb theirb safety.
Organizationsb canb developb andb maintainb successfulb marketingb programsb whenb theyb areb ableb
tob identifyb trendsb relatedb tob eachb ofb theseb forces.”b Ab wayb ab company’sb marketingb
organizationb ensureb thatb it’sb ableb tob identifyb newlyb emergingb competitorsb inb timeb tob planb
andb executeb anb effectiveb marketingb strategyb inb responseb tob theseb competitorsb isb throughb
environmentalb scanning.b Environmentalb scanningb includesb lookingb atb informationb andb
lookingb forb information.b I’veb alwaysb wonderedb thisb informationb asb well,b sob thisb wasb funb tob
explore.b Thereb areb fourb modesb ofb environmentalb scanning:b undirectedb viewing,b conditionedb
viewing,b informalb search,b andb formalb search.b Anb exampleb ofb undirectedb viewingb isb usingb ab
smallb firmb thatb gathersb informationb throughb pre-existingb contactsb personalb contactsb withb
limitedb buyers,b suppliers,b salesb personnel,b andb associatesb inb otherb companies.b Anb exampleb
ofb conditionedb viewingb isb browsingb sectionsb ofb newspapers,b periodicals,b orb websitesb thatb
reportb onb theb topic.b Anb exampleb ofb informalb searchb isb conductingb ab simpleb survey,b informalb
interviewsb withb ab targetb audience,b seekingb opinionsb ofb colleagues,b andb searchingb throughb
companyb files.b Lastly,b anb exampleb ofb formalb searchb isb usingb moreb ofb ab systematicb approachb
andb scientificb methodsb suchb asb researchb designb andb method,b resultsb andb analysis,b
conclusion,b andb bibliography.b It’sb carefulb tob useb upb tob dateb informationb andb reliableb
sources.b Theseb fourb environmentalb scanningb modesb helpb theb company’sb marketingb teamb
knowb theirb competitorsb andb planb accordingly.b
b
Kerin,b R.A.,b &b Hartley,b S.W.b (2021).b Marketingb (15thb ed.).b McGraw-Hill.
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