CHAPTER 3
The Marketing Environment
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 40
Lecture Outline
IRM, p. 41
Discussion Starters
IRM, p. 48
Class Exercises
IRM, p. 50
Answers to Developing Your Marketing Plan
IRM, p. 53
Answers Discussion and Review Questions
IRM, p. 54
Comments on the Cases
IRM, p. 57
Video Case 3.1
IRM, p. 57
Case 3.2
IRM, p. 58
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
In this chapter we examine competitive, economic, political, legal and regulatory, technological, and
sociocultural forces in the marketing environment. First, we define the marketing environment and
consider why it is critical to scan and analyze it. Next, we discuss the effects of competitive forces and
explore the influence of general economic conditions: prosperity, recession, depression, and recovery. We
also examine buying power and look at the forces that influence consumers’ willingness to spend. We
then discuss the political forces that generate government actions that affect marketing activities and
examine the effects of laws and regulatory agencies on these activities. After analyzing the major
dimensions of the technological forces in the environment, we consider the impact of sociocultural forces
on marketing efforts.
