MKT 2210 Lecture Notes - Lecture 3: Creative Technology Limited, Market Environment, Virtual Reality
18 Dec 2018
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Document Summary
Facebook"s incredible success (1. 4 billion active users) is the result its ability to observe and adapt to a rapidly changing marketing environment. Social forces: new ways to communicate, obtain information, and o er opinions. Economic forces: the cost of smartphone and wireless connectivity. Technological forces: software integration, server speed, and data storage. Legal and regulatory forces: trademark and patent rights. Anonymity in some parts of the world. Large drones to communities and transmit internet signals. Environmental scanning: the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends. The purpose of environmental scanning is to identify the trend, to understand the reasons behind the trend, and take action to respond to such a trend. Forces of environment that include the demographic characteristics of the population and its values (or culture). Culture is the set of values, ideas, and attitudes that are learned and shared among the members of a group.
