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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 2: Forces of Change and Their Impact
- What forces of change provide opportunities and threats for marketing organizations today? How can marketing managers capitalize on the crises and critical events that precipitate change?
- What is the importance to the marketing process of each element of the internal and external marketing environments?
- How do the relationships among the various environmental forces interact to impact marketing management decisions?
- How can the phases in the marketing organizational ecocycle concept be applied to existing marketing organizations?
- What is the impact of emerging trends in the contemporary marketing environment on marketing activities?
- In what ways does change impact marketing strategy and tactics in the planning process?
- What are some ways that marketers can identify opportunities in a time of change?
- How can marketing managers integrate innovation and creativity into their plans for managing change?
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