The Marketing Environment, Social Responsibility, and Ethics

OVERVIEW:

In this chapter we examine the forces of the marketing environment, including social and ethical issues, which can have a profound influence on marketing strategy decisions. First we define and discuss the importance of environmental scanning and environmental analysis, and consider two general approaches companies use to respond to environmental forces. Then we take a closer look at the impact of competitive, economic, political, legal and regulatory, technological, and sociocultural forces in the marketing environment. We then turn our attention to the role of social responsibility and ethics in marketing decision making. This discussion includes an exploration of social issues such as the natural environment and consumerism. Finally, we focus on incorporating social responsibility and ethics into strategic planning.

OBJECTIVES: