As you read through this chapter, you should develop an understanding of the external consideration in marketing planning. Specifically, you should:
- Understand the importance of analyzing the organization's external environment and the impact that the external environment has on strategic marketing planning.
- ReaIize that marketing organizations often work with external agencies that perform some of these marketing activities. These agencies include distributors, retailers, market research suppliers, advertising agencies, and materials supplies.
- Appreciate the external factors that have an impact on marketing activities, including external agencies, competitors, legal/ethical issues, economic/political issues, technology and social trends.
- Relate these external factors t o the marketing planning process.