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Economic environment. The U.S. Census Bureau projects what the U.S. population will look like in the next 15 to 25 years.
When Al Gore won Best Documentary at the 2007 Academy Awards for his 2006 film, An Inconvenient Truth.
Distinguish between a corporate Web site and a marketing Web site. Virtually all businesses have Web sites.
Identify online buyers and sellers. Today’s typical Internet user is from 35 to 64 years of age and spends about 66 hours online in a month.
Describe some of the challenges associated with online marketing and e-business. One of the challenges to e-business is developing safe online payment methods.
Discuss how marketers use the communication function of the Web as part of their online marketing strategies.
Nearly 400 million rebates—worth about $6 billion—are offered to U.S. consumers by marketers every year. But do consumers like them?
The social-cultural environment can have a strong influence on the decisions marketers must make.
Time-based competition is the strategy of developing and distributing goods and services more quickly than competitors.
Identify the four phases of U.S. government regulation of business. What is the newest frontier?
Identify and describe briefly the four stages of the business cycle. The four stages of the business cycle are prosperity, recession, depression, and recovery.
Explain how inflation and income affect consumer buying decisions. Inflation devalues money and therefore may restrict some purchasing.
Technology can lead to new or improved goods and services, offer better customer service, and reduce prices. It can also address social concerns.
Consumerism is a social force within the environment that aids and protects the buyer by exerting legal, moral, and economic pressures on business.
The five areas of ethical concern for marketers are marketing research, product strategy, distribution, promotion, and pricing.
What is the function of the Federal Trade Commission? The Food and Drug Administration?
Describe an industry or firm that you think might be able to weather an economic downturn and explain why.
Direct competition occurs among marketers of similar products, such as supermarkets or gas stations.
How can social responsibility benefit a firm as well as the society in which it operates?
Working in pairs a small groups, present arguments for and against having the United States impose certain regulations.
With a classmate, develop a strategy for a business that would compete with the USPS in areas that firms—such as UPS and FedEx—do not already address.
What are some of the questions about the competitive environment you would like to have answered before you begin production?
What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to employees and to customers?
Environmental scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends.
What factors do you think make these units—and this company—successful from a marketing standpoint?