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  • BUS602: Marketing Management
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  • The Scanning Process
    Course Introduction
    Course Syllabus
    Unit 1: Marketing and Strategic Planning
    1.1: The Role of Marketing in the Firm
    Fundamentals of Marketing Basics
    The Importance of Ethical Marketing
    Ethics in Sales
    1.2: The Strategic Planning Process
    Components of the Strategic Planning Process
    1.2.1: Mission, Vision, and Objectives
    Objectives and Strategies
    1.2.2: Crafting the Strategy
    Writing Your Plan
    1.2.3: Executing the Plan
    Executing Strategy
    1.2.4: Evaluating the Plan Execution
    Performance Evaluation
    1.3: Marketing and the Strategic Plan
    Developing a Marketing Strategy
    1.3.1: The Marketing Environment
    The Marketing Environment
    1.3.2: Creating the SWOT Analysis
    SWOT Analysis
    1.3.3: Crafting the Marketing Plan
    Marketing Plan Basics
    Case Study: Sony
    Unit 1 Discussion
    Unit 1 Study Resources
    Unit 1 Review Video
    Study Guide: Unit 1
    Unit 1 Assessment
    Unit 1 Assessment
    Unit 2: Environmental Scanning, Firm Resources and Capabilities
    2.1: The Process of Environmental Scanning
    The Scanning Process
    2.2: The Factors of the Macro Environment
    PESTEL
    2.3: The Factors of the Industry and Competitive Environment
    Introduction to Industry Analysis
    Five Competitive Forces Model
    2.4: The Firm's Resources and Capabilities
    The Internal Environment
    2.4.1: Determination of Resources
    Four Characteristics of Strategic Resources
    2.4.2: Determination of Capabilities
    Marketing Capabilities in Entrepreneurial Firms
    Case Study on Environmental Scanning
    2.5: Deciding on the Marketing Mix
    The 4 Ps of Marketing
    2.5.1: Product
    What is a Product?
    Video on Product: Mercedes
    2.5.2: Price
    Pricing Strategies
    iPhone Prices
    2.5.3: Promotion
    Promotion Strategy
    AIDA Marketing Strategies
    2.5.4: Place (Distribution)
    Marketing Channel Strategies
    Distribution Strategy
    Case Study: Role of Marketing Mix
    Unit 2 Discussion
    Unit 2 Study Resources
    Unit 2 Review Video
    Study Guide: Unit 2
    Unit 2 Assessment
    Unit 2 Assessment
    Unit 3: Segmentation, Targeting, Positioning, and Branding
    3.1: Methods of Market Segmentation
    Segmentation
    3.1.1: Geographic Segmentation
    Geographic Segmentation
    More on Geographic Segmentation
    3.1.2: Demographic Segmentation
    Demographic Segmentation
    Case Study: Ecotourism in Kuala Selangor
    3.1.3: Psychographic Segmentation
    Personality Segmenting Tool
    Psychographic Segmentation and Health
    3.1.4: Behavioral Segmentation
    Behavioral Targeting
    Consumer Segments and Behavioral Patterns
    3.2: Determination of Target Market(s)
    Selecting Target Markets
    Defining the Target Market
    3.2.1: Market Size
    Target Audience Ads Using Facebook
    3.2.2: Expected Market Growth
    Basic Sales Analyses and Market Share Impacts
    The Great Reset
    3.2.3: Competitive Position
    Responding to Competitors' Moves
    3.2.4: Cost of Reaching the Segment
    Leverage Facebook with Hyper-Targeted Ads
    3.2.5: Compatibility with the Organization's Resources
    Budgeting Methods
    3.3.1: Developing a Competitive Advantage
    Competitive Advantage
    Generic Strategies
    Case Study: The Spanish Wine Industry
    3.3.2: Head-to-Head Positioning
    Unique Value Proposition
    3.3.3: Differentiation Positioning
    How To Differentiate Your Business
    3.3.4: Product Repositioning
    Repositioning
    3.4: Product Branding
    Branding Basics
    Brand Essence
    Raising Brand Awareness Through Internet Marketing Tools
    3.4.2: Brand Loyalty
    Brand Loyalty
    3.4.3: Brand Equity
    Brand Equity
    University Branding
    Unit 3 Discussion
    Unit 3 Study Resources
    Unit 3 Review Video
    Study Guide: Unit 3
    Unit 3 Assessment
    Unit 3 Assessment
    Unit 4: Consumer, Organizational, and Service Marketing
    4.1: Consumer Markets and Product Categories
    Creating Offerings
    4.1.1: The Consumer Purchase Decision Process
    The Consumer's Decision Making Process
    Impulse Buying
    Automobile Financing
    4.1.2: Affect and Cognition in Buyer Behavior
    Factors That Influence Consumer's Buying Behavior
    More on Factors
    Case Study on Human Behavior
    4.2: Organizational Market Types
    Characteristics of B2B Markets
    4.2.1: The Organizational Purchase Decision Process
    Stages in the B2B Buying Process
    Impact of Global Purchasing and Supplier Integration on Product Innovation
    4.2.2: The Characteristics of Organizational Purchases
    Buying Centers
    Consultative Selling
    Consultative Selling in a Complex B2B Sale
    Outsourcing Decisions
    4.2.3 Non-Profit and Governmental Marketing
    Federal Procurement Data System
    State Procurement
    Case Study: Banking Industry in Iran
    4.3: The Challenges of Marketing Services
    Service Design
    Services Marketing
    4.3.1: The "4 Is" of Service Marketing
    Life Insurance Sales
    Unit 4 Discussion
    Unit 4 Study Resources
    Unit 4 Review Video
    Study Guide: Unit 4
    Unit 4 Assessment
    Unit 4 Assessment
    Unit 5: Product Life Cycle, Marketing Research, and Product Development
    5.1: Product Life Cycle
    The Product Life Cycle
    Product Life Cycle Management
    Analysis of Product Life Cycle
    Shortening Life Cycle and Complexity Impact on the Automotive Industry
    5.1.1: Variations in Product Life Cycle
    Technology Adoption Life Cycle
    5.2: Marketing Research
    Marketing Information Systems
    5.2.1: The Marketing Research Process
    Steps in the Marketing Research Process
    5.2.2: Types of Marketing Research
    Qualitative and Quantitative Research
    Primary and Secondary Research
    Observational Research Introduction
    5.3: Product Development
    Creating Offerings
    5.3.1: New Product Development
    Bringing Products to Market: Crocs Shoes
    5.3.2: Product Redevelopment and Adaptation
    Sustainable Product and Business Model Innovation
    Case Study: Gochujang
    Unit 5 Discussion
    Unit 5 Study Resources
    Unit 5 Review Video
    Study Guide: Unit 5
    Unit 5 Assessment
    Unit 5 Assessment
    Unit 6: Channels of Distribution, Supply Chain, and Logistics
    6.1: Types of Distribution Channels
    Using Marketing Channels to Create Value for Customers
    International Marketing
    Distribution Measures
    Using Channels: Unidesk
    Designing Better Distribution Channels
    Distribution Systems in Omni-Channel Retailing
    6.2: The Firm's Supply Chain
    Using Supply Chains to Create Value for Customers
    What Is Supply Change Management
    Value Chain Management in a Food Export Business
    Preventing Leakage in the Value Chain
    Creating Shared Value
    6.3: The Function of Logistical Management
    Crude Oil Logistics
    Logistics Definition
    6.3.1: Modes of Transport
    Ocean Transport
    Shipping Terms
    6.3.2: Warehousing and Distribution
    Warehouse Distribution Example
    Container Distribution Example
    6.3.3: The Importance of Data Management
    Logistics and Data: Toward a Decision Support Tool
    Unit 6 Discussion
    Unit 6 Study Resources
    Unit 6 Review Video
    Study Guide: Unit 6
    Unit 6 Assessment
    Unit 6 Assessment
    Unit 7: Promotion and Pricing
    7.1: Methods of Product and Service Promotion
    The Promotion (Communication) Mix
    7.1.1 Determining the Appropriate Promotion Strategy for the Firm's Offerings
    Factors Influencing the Promotion Mix, Communication Process, and Message Problems
    7.1.2: Integrated Marketing Communications
    Integrated Marketing Communications
    More on IMC
    Raising Brand Awareness Through Internet Marketing Tools
    7.2: Understand the Various Methods of Pricing
    Price, the Only Revenue Generator
    7.2.1: Explain and Calculate Break-Even Analysis
    Break Even Graph Analysis
    Breakeven Sensitivity Analysis
    Multi-product Breakeven
    7.2.2: Explain and Calculate Demand Elasticity
    Market Equilibrium: Demand and Supply Curves
    Elasticity of Demand
    Unit 7 Discussion
    Unit 7 Study Resources
    Unit 7 Review Video
    Study Guide: Unit 7
    Unit 7 Assessment
    Unit 7 Assessment
    Unit 8: The Marketing Plan
    8.1: Review of the Analysis of the Current Trends Within the External Macro Environment
    The Marketing Plan
    External Environment
    Five Forces Model
    8.2: Statement of the Firm's Marketing Objectives
    Business Objectives
    8.3.1: Report of Product Strategy, Target Market, and Positioning Strategy
    Product Strategy Overview
    Target Marketing Mistake
    Brand Positioning
    8.3.2: Report of Pricing Method to be Used
    Competitive Pricing Strategies
    8.3.3: Report of the Promotional Strategy and Execution
    Promotion Mix
    8.3.4: Report of the Distribution Strategy and Execution
    Case Study: Costco Distribution
    8.4: Monitoring the Results of the Marketing Plan Execution
    Measuring and Evaluating Strategic Performance
    Metrics
    8.5: A Marketing Plan Template
    Marketing Strategy and the Marketing Plan
    Unit 8 Discussion
    Unit 8 Study Resources
    Unit 8 Review Video
    Study Guide: Unit 8
    Unit 8 Assessment
    Unit 8 Assessment
    Study Guide
    BUS602 Study Guide
    Final Exam Preparation
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    BUS602: Certificate Final Exam
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Table of contents

  • Scanning
  • What is Horizon Scanning?
    • Scanning objectives
    • Pre-requisites
    • Scanning timeframes
  • Scanning for Insight
    • Change lifecycles
    • Managing change
  • Adopting a worldview
    • Myopia
    • Knowing your thinking style
  • Ways of seeing
    • Ways of seeing
    • Starbursting
    • Techniques
    • Principles
    • Multiple glasses
    • Taxonomies
    • Social networks
  • Recording insights
    • Visualizing insights
    • S-curve visualization
    • Geolocation
    • Tag clouds
    • Mash-ups
  • Reporting insights
  • Scanning strategies
    • Balancing the need for evidence and intelligence
  • Scanning methods
    • Organization-wide approach
    • Groupthink
    • Project or Program focus
    • Issue-focused
    • Out-of-the box thinking
    • Citation analysis
    • Scouting networks
    • Stakeholder surveys
    • Social media
    • Culture
    • Common flaws
  • Source selection
    • Where to look
    • Measurable attributes
    • Managing source material
  • Source categorization
  • Discovering trends
    • Think big!
  • Assessing trends
  • Counter trends, wildcards & Black Swans
  • Scanning challenges
  • Making time
    • Scanning takes time!
  1. BUS602: Marketing Management
  2. Unit 2: Environmental Scanning, Firm Resources and Capabilities
  3. 2.1: The Process of Environmental Scanning
  4. The Scanning Process

The Scanning Process

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This chapter provides a comprehensive overview of the process of environmental scanning. It goes in depth by describing different methods used in environmental scanning.

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Source: Dr. Michael Jackson, https://www.shapingtomorrow.com/media-centre/pf-ch04.pdf
Shaping Tomorrow Practical Foresight Guide Chapter 4
Creative Commons License This work is licensed under a Creative Commons Attribution 3.0 License.

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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.