Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

4. Evaluating Opportunities
   in the Changing Marketing
   Environment

Text © The McGraw−Hill

Companies, 2002

92

Chapter Four

Evaluating

Opportunities in the

Changing Marketing

Environment

92

When You Finish
This Chapter, You
Should

1.Know the variables
that shape the envi-
ronment of marketing
strategy planning.

2.Understand why
company objectives
are important in guid-
ing marketing
strategy planning.

3.See how the
resources of a firm
affect the search for
opportunities.

4.Know how the dif-
ferent kinds of
competitive situations
affect strategy plan-
ning.

5.Understand how
the economic and
technological environ-
ment can affect
strategy planning.

6.Know why you
might be sent to
prison if you ignore
the political and legal
environment.

7.Understand how to
screen and evaluate
marketing strategy
opportunities.

8.Understand the
important new terms
(shown in red).

tion to corporate clients to help

them pare shipping, inventory, and

handling costs, manage relation-

ships with suppliers, and even bill

their customers. To achieve these

objectives, marketing managers at

UPS are developing completely new

marketing strategies for new serv-

ices and markets, like logistics

consulting and handling of digital

invoices and payments.

These initiatives mean that

UPS is no longer competing

with just package delivery

rivals like FedEx and DHL,

but with a host of other firms

that market information tech-

nology solutions for business

problems. But UPS has resources

UPS is on a roll. But if you think

it’s just those clean brown trucks

that are moving, think again. Top

management’s objective isn’t just to

be the leader in delivering pack-

ages, but also to be the world leader

in delivering services and informa-

place

price

promotion

produc