Imagine for a moment that you're in charge of marketing for Burton Snowboards. You and your team are about to update your long term marketing plans and you believe that analyzing the marketing environment is a vital first step. Consider how changes in each dimension of the marketing environment could affect Burton, and develop at least one positive and one negative scenario for each area. Stretch your imagination as you consider the possibilities, keeping in mind that sometimes the more significant opportunities and threats come from unexpected directions.