Chapter 19: Managing External Forces
Chapter Summary:
In this chapter we explore factors outside of marketers' control but that play a major role in shaping marketers' strategies and tactics. The external forces we discuss present both opportunities and threats with some holding the potential to dramatically alter how an industry conducts its business. Our coverage includes in-depth evaluation of seven key external forces: demographics, economic conditions, governmental environment, influential stakeholders, cultural and societal change, innovation, and competitors.
Key Issues:
- What are External Forces?
- The External Forces Facing Marketing
- Demographics
- Economic Conditions
- Governmental Environment
- Influential Stakeholders
- Cultural and Societal Change
- Innovation
- Competitors
Links to Cited References:
(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)
- Ritter, K., "Study: Global Newspaper Circulation is Rising," Associated Press, June 2, 2008. http://ap.google.com/article/ALeqM5ghlQHi9_gehlJLGy90FP04URZCiQD9124AT80
- "Wal-Mart Enters Online Classified Advertising," MSNBC, June 3, 2008. http://www.msnbc.msn.com/id/24951305/
- "Target Settles Case Over Site's Access to Sightless," MSNBC, August 27, 2008. http://www.msnbc.msn.com/id/26424772/
- Klein, K.E., "Is Your Web Site Handicap-Accessible?" BusinessWeek, December 17, 2007. http://www.businessweek.com/smallbiz/content/dec2007/sb20071217_774630.htm
- "Vodka-Maker Absolut Apologizes for Ad," MSNBC, April 5, 2008. http://www.msnbc.msn.com/id/23973492/
- "Converse's All-Star Image," BusinessWeek, April 25, 2008. http://www.businessweek.com/innovate/content/apr2008/id20080425_383266.htm
- Fried, I., "Microsoft Office Heads to the Web," CNET News.com, September 30, 2007. http://news.cnet.com/Microsoft-Office-heads-to-the-Web/2100-1012_3-6210696.html
- Boutin, P. "Crowdsourcing: Consumers as Creators," BusinessWeek, July 13, 2006. http://www.businessweek.com/innovate/content/jul2006/id20060713_755844.htm
- Armstrong, L., "The Art of Reconnaissance," Exhibitor Magazine, December, 2007. http://www.exhibitoronline.com/exhibitormagazine/dec07/theartofrecon.asp
- Bachman, J., "The Big Record Labels' Not-So-Big Future," BusinessWeek, October 10, 2007. http://www.businessweek.com/bwdaily/dnflash/content/oct2007/db2007109_120106.htm
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