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Date Submitted: 01/06/2011 01:03 AM
Name ___Gabriel Lopez_________________________
Guided Reading Chapter 3 14e
Contemporary Marketing
ELECTRIFYING GM’S FUTURE WITH THE CHEVY VOLT
1. Complete the passage that starts, “Now, however, facing…and build on the success of its crossover vehicles.
Now however, facing runaway global competition, government preassures to improve fuel economy. And seemingly no limits on the price of gasoline, GM plans to reduce the production of trucks and SUV’s, beefs up its lines to fuel efficient cars, and build on the success of its crossover vehicles.
CHAPTER OVERVIEW
2. Complete the passage that starts, “Marketers must anticipate… ”and concludes with “…on a firm’s goods and services.”
Marketers must anticipate and plan for change. They must set goals to meet the concerns of customers, employees, shareholders, and the general public. Industry competition, legal constraints, the impact of technology on product designs, and social concerns are some of the many important factors that shape the business environment. All potentially have an impact on a firm good and services.
ENVIRONMENTAL SCANNING AND ENVIONMENTAL MANAGEMENT
3. Define environmental scanning and environmental management.
Environmental scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends.
Environmental management is the attainment of organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social-cultural environments.
THE COMPETITIVE ENVIORNMENT
4. What is the competitive environment?
Interactive process that occurs in the market place among marketers of directly competitive products that can be substituted for one another, and marketers competing for the consumer’s purchasing power.
5. The text discusses three types of competition. Identify each.
Direct occurs among marketers of similar products. Indirect is...