1. Scanning the Marketing Environment
CHAPTER 6
Scanning the Marketing Environment

2. UNCONTROLLABLE ENVIRONMENT
The external environment is always changing and the firm must adapt or go out of business.
Adaptation requires systematic environmental monitoring.
Firms face two environments:
(1) Internal (Controllable), and
(2) External (Uncontrollable)

3. EXTERNAL ENVIRONMENT
P.E.L.F.R.E.C. - (Demographic, Economic, Technological, Political/Legal, Social/Cultural)
Social, Economic, Technological, Competitive, Regulatory
To compete successfully firms must address four key environmental dimensions:
1) Customers
2) Channels of Distribution
3) Competition
4) Company Characteristics

4. Competitive Forces
Competitive Structure: Pure Competition, Monopolistic Competition, Oligopoly, Monopoly
Basis For Comparison:
# of Sellers
Product Differences
Importance of the Elements of the Marketing Mix