The marketing environmental forces are normally uncontrollable. Marketing managers have to design their marketing activities according to the influence of the environmental forces. Moreover, all the environmental forces are dynamic. Some forces like technology and politics change faster than others like culture, demography and natural forces. Every change in the marketing environment creates a climate of uncertainty, threat and opportunities for the marketing organizations.
For successful marketing, the organization should be able to anticipate and predict the changes in the environment. Marketing managers should be able to anticipate the following key factors:
For successful marketing, the organization should be able to anticipate and predict the changes in the environment. Marketing managers should be able to anticipate the following key factors:
- Which technology will dominate in the near future?
- How consumers' taste and preferences are changing?
- Which political party will come to power?
- What the trends in the macro-economics indicators are?
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In order to anticipate the changes, marketing organization constantly engages in environmental monitoring and scanning activities. Environmental monitoring involves keeping track of the major trends in the environmental forces. Environmental monitoring helps the organization to prepare and capitalize on every opportunity arising out of the changes taking place in any of the environmental forces. Environmental scanning involves collection of vital data and information about the various environmental forces. Scanning involves observation, use of secondary sources of information and marketing research to understand the changes in the environment.