Studying Lecture 2 – the Marketing Environment

Reading: chapter 4, Lamb et al.

1. Watch video 1 a – the External environment social factors

This video introduces the external environment and covers pages 49 – 52

The text discusses American values and how they impact consumption (and product purchases).
Watch the Kalles Kaviar advertisement. What specific Swedish values do you think impact your
consumption behaviour?

2. Watch video 1 b – demographic factors

This video covers pages 53 – 60

3. Watch video 1 c – economic factors

This video covers pages 60 - 62

4. Watch video 1 d – technology, legal, political and competitive factors

This video covers pages 62 – 69

Watch the Pepsi and Coke advertisements. How does developing technology change their
communication with the target market?

Resources

Studying Lecture 2 (chapter 2)

Video 1 a – the External environment and social factors

Video 1 a – the External environment and social factors

Video 1 b – demographic factors

Video 1 c – economic factors

Video 1 d – technology, legal, political and competitive factors

Video 1 e – Exam questions

Advertisements from Youtube as illustrations.

 Exam preparation questions

The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the
size, density, location, age, and occupation of its target market. Which of the following environments
is being studied in this scenario?

A. demographic environment
B. economic environment
C. technological environment
D. cultural environment

The marketing environment at IKEA influences the profits of the business but it is important that that
they do environmental scanning.

What is meant by the term “environmental scanning” (1)

Explain four (4) environmental influences, showing clearly how they would affect IKEA’s profits. (4
points)

Answer: p. 49-67

NOTE: it is also possible to ask for 2 environmental influences for 2 points. This would require more
discussion than in the question above.