chapter 2 Marketing

• TOPIC 2

  THE MARKETING ENVIRONMENT
• LEARNING OBJECTIVES

  • Identify the major trends in the firm's natural and technological environments
  • Explain the key changes that occur in the political and cultural environments
  • Discuss how companies can be proactive rather than reactive when responding to environmental trends
• HOSPITALITY AND TOURISM MARKETING SYSTEM

  • Competitors
  • Customers
  • Market Intermediaries
  • The Public
  • Company
  • Suppliers
• MICROENVIRONMENT FORCES

  • Company
  • Suppliers
  • Competitors
  • Customers
  • Marketing intermediaries
  • Public
• MACROENVIRONMENT FORCES

  • Economic
  • Demographic
  • Natural
  • Political and legal
  • Technological
  • Socio-cultural
• Environmental Scanning

  1. Determine the environment areas that need to be monitored

  2. Determine how the information will be collected

  3. Implement the data collection plan

  4. Analyze the data and use them in marketing planning
• SWOT Analysis

  Analysis of Strengths, Weaknesses, Opportunities, and Threats
• One of the most important tasks, especially in a small business such as a restaurant, is to assign responsibilities for the collection of data