Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 3.2, Problem 3.2LO
Summary Introduction

To determine: The way the social forces like culture and demographics can have an impact on the marketing strategy.

Introduction:

The variations in the marketing environment are the major source of opportunities and threats that has to be managed. The process of getting the facts about the external environment of the organization in order to find and understand the potential trends is known as environmental scanning.

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