A marketer can influence some of the factors, but others, such as the competition, are beyond their control. The marketing environment is constantly changing, creating uncertainty, opportunities, and threats. The internal environment consists of the set of factors inside the marketer's value chain that can influence marketing success. Environmental scanning is the process of identifying internal and external factors that can affect marketing success. Environmental analysis is the process of interpreting, evaluating, and sharing information about the environment with employees.
Information can come from sources inside and outside of the organization.
After analyzing the data, marketers can apply what they have learned. E. Managing Change to Build Stakeholder Relationships 1. One approach to managing change is to be reactive , taking steps to adapt to environmental factors that can't be controlled or influenced. In the proactive approach to change, you seek ways to influence your environment to modify or shape certain factors. The choice to be reactive or proactive depends on the marketer's situation.