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{"Image DocumentName": "External Environment Elements outside the firm that may affect it either positively or negatively.", "Image ImageDescription": "The external environment is global and requires consideration of: Legal/political/ethical trends. Economic trends. Competitive trends. Technological trends. Sociocultural trends. Demographic. LECTURE NOTES: Elements outside the firm that may affect it either positively or negatively must be constantly scanned and monitored by businesses on an ongoing basis as part of their strategic planning process. In particular, marketers seek to identify economic, competitive, technological, legal/political/ethical, and sociocultural trends, because these trends manifest as opportunities or threats to the business. Because these factors are external to the firm, marketers cannot directly control them, but they can respond to them via planning. Trendwatching.com offers a free monthly trend insight newsletter via monthly  s. Many of the articles posted on this Web site are of interest to marketers in general, and students can often find current examples that demonstrate the integration of trends, products, and marketing communication campaigns.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}