“We built a better mousetrap but there were no mice” (commenting on his firm’sdevelopment of blue windshield glass for the automobile industry). Gary W. Weber, PPG IndustriesWhy must managers be aware of a firm’s external environment? Include the general environment and competitive environment in your answer.As for the business environment, discuss FIVE (5) effects of the digital economy on businesses and customers? Include big data (or data analytics) as one of the five

Managers need to be aware of a firm's external environment because it can have a significant impact…

Answered: “We built a better mousetrap but there…

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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“We built a better mousetrap but there were no mice” (commenting on his firm’s

development of blue windshield glass for the automobile industry). Gary W. Weber, PPG Industries

Why must managers be aware of a firm’s external environment? Include the general environment and competitive environment in your answer.
As for the business environment, discuss FIVE (5) effects of the digital economy on businesses and customers? Include big data (or data analytics) as one of the five

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