Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 14

Discuss the external environment of marketing and explain how it affects a firm. The external marketing environment consists of social, demographic, economic, technological, political and legal, and competitive variables. Marketers generally cannot control the elements of the external environment. Instead, they must understand how the external environment is changing and the impact of that change on the target market. Then marketing managers can create a marketing mix to effectively meet the needs of target customers.
1.1 What is the purpose of environmental scanning? Give an example.
1.2 Form six teams and make each one responsible for one of the uncontrollable elements in the marketing environment. Your boss, the company president, has asked each team to provide one-year and five-year forecasts of the major trends the firm will face. The firm is in the telecommunications equipment industry. It has no plans to become a telecommunications service provider like, for example, Verizon and AT T. Each team should use the library, the Internet, and other data sources to make its forecasts. Each team member should examine a minimum of one data source. The team membersshould then pool their data and prepare a recommendation. A spokesperson for each team shouldpresent the findings to the class.