Week 1 discussion
DQ1 Strategic Marketing Process?
How do the goals set for the marketing program in the
planning phase relate to the evaluation phase of the strategic marketing
process? What would you do with the results of the evaluation if: a) you
exceeded your goals? b) you fell short of your goals?
DQ2 Environmental Scanning
Environmental scanning is critical to acquire information on
events occurring outside of the organization. For example, in 2009, the U.S.
economy faltered and the unemployment rate rose. As a result, dollar (type)
stores flourished. The poor economic trend actually became a huge opportunity for
an entire retail segment. Select one of the five environmental forces (social,
economic, technological, competitive, and regulatory), discuss an actual trend
that fits into that particular environmental force, and provide an accompanying
marketing opportunity
