BA-370 Chapter 15: The Marketing Environment

What includes all the forces that affect a company's ability to do business?

External environment

Marketing environment

Marketing forces

Immediate environment

Marketing environment

What is an example of an external environment force?

Political

Social

Economic

All of these

All of these

_____ help get the product to customers and can help fulfill functions such as sales and distribution.

Intermediaries

Shareholders

Employees

Suppliers

Intermediaries

Which factor in the external environment IS the customer base?

Environmental

None of these

Economic

Social

Social

Which external environment factor includes anything that affects innovation?

Environmental

Social

Technological

Economic

Technological

True or False: Opportunities and threats are both internally focused.

False

True

False

What are attributes of a company that give it a competitive advantage or superior position?

Weaknesses

Strengths

Threats

Opportunities

Strengths

Which of these are NOT possible sources for external environment scanning?

Social media and magazines

Employee feedback, customer feedback, customer insight research

Industry experts industry and government reports

Personal or management intuition

Personal or management intuition

Which factor in the external environment includes all factors that influence the wealth or buying power of consumers?

Social

Legal

Economic

Political

Economic

What is the first step for scanning the environment?

Interpret

Observe

Identify trends and patterns

Predict

Observe