Staying ahead of the consumer is an important part of a
marketer's job. It is important to understand the "marketing
environment" in order to comprehend the consumers concerns, motivations
and to adjust the product according to the consumers needs. Marketers use the
process of marketing environmental scans, which continually acquires
information on events occurring outside the organization to identify trends,
opportunities and threats to a business. The six key elements of a marketing
scan are the demographic forces, socio-cultural forces, economic forces,
regulatory forces, competitive forces, and technological forces. Marketers must
look at where the threats and opportunities stem from in the world around the
consumer to maintain a productive and profitable business.
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