Chapter 3: Analyzing the Marketing Environment

Key Terms:

3-1. Describe the environmental forces that affect the company’s ability to serve its customers.

3-2. Explain how changes in the demographic and economic environments affect marketing decisions.

3-3. Identify the major trends in the firm’s natural and technological environments.

3-4. Explain the key changes in the political and cultural environments.

3-5. Discuss how companies can react to the marketing environment.