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Marketing Management, 4/e
Harper W Boyd
Orville C Walker, Jr
John W Mullins
Jean-Claude Larreche
Environmental Analysis Identifies Attractive Markets

Chapter Overview

  • Trends can and often will profoundly influence the success of any business. Serving attractive markets, where trends are favorable—swimming with the current—is likely to yield more success than serving those where trends are unfavorable—swimming against the current. Thus, context, the second of the 4 Cs, matters and is central to the assessment of any opportunity.
  • Taken together, the six macro trend categories constitute a useful analytical framework to ensure that all bases are covered when scanning environmental conditions.
  • Paying regular and systematic attention to the highest priority macro trend categories permits timely decision making, perhaps ahead of competitors.
  • Gathering hard data on macro trends is not difficult. Trade associations and trade magazines provide a good place to start.







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