Marketing 16th Edition by William Pride,Ferrell

تمرين 11

infrastructure development are also vital influences on First Solar's marketing plans because they determine how much additional energy a city or nation will require.
In the coming years, customer attitudes and the willingness of businesses and consumers to adopt (and pay for) renewable energy practices will only become more important to increased demand for solar power. Given the combined effect of all these environmental trends, can First Solar maintain its marketing momentum in the global marketplace?
1. Which forces in the marketing environment are likely to have the greatest influence on First Solar's marketing in the short term? In the long term?
2. What should First Solar do to scan the marketing environment in search of potential opportunities and threats?
3. Do you think that First Solar should pay the most attention to brand competition, product competition, generic com-petition, or total budget competition? Explain your answer.