Chapter 2 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

1. Explain how marketers scan and analyze the environment.

2. Describe the economic environment in terms of business cycles, spending patterns, and consumer income.

3. Describe the political and legal environment, including laws and regulations affecting marketing.

4. Summarize major demographic trends of interest to marketers.

5. Discuss the effect of cultural values on marketing.

6. Identify and evaluate ethical and social responsibility issues in marketing.

7. Define the natural environment and identify ways marketers can address concern for the environment.

8. Assess how technology affects marketing.

9. Identify competitive dimensions and their significance to marketers.