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Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition

I. Initiating the Marketing Process

3. Scanning the Marketing Environment

© The McGraw−Hill Companies, 2005

Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition

I. Initiating the Marketing Process

3. Scanning the Marketing Environment

© The McGraw−Hill Companies, 2005

CHAPTER

3

SCANNING THE MARKETING ENVIRONMENT
IT’S SHOW TIME!
Don’t blink, because the world of entertainment is changing faster than anyone imagined possible. Online music, high-definition televisions, digital photography, computer-based media centers, and software for making movies are just some of the many products new to the entertainment industry. The revolution began with the combination of Apple’s iPod music player, which can store 10,000 songs in a device smaller than a deck of cards, and its iTunes Music Store, which sells more than 10,000,000 songs each month for just $.99 each. Other new forms of digital entertainment products include digital video recorders (DVRs), which record TV shows on hard drives instead of tape, and home entertainment “hubs,” which utilize wireless networks to link digital devices from around the home. Some experts even predict that there will probably be a version of iPod and iTunes for movies in the near future. Suddenly the music, television, photography, movie, and computer industries are converging. Musicians, recording companies, television networks, camera companies, movie studios, computer companies, retail stores, and consumers like you are part of a completely different entertainment marketplace. How did this happen? The marketing environment changed! First, consumers changed. They gradually made it clear that they prefer more convenient and customer-friendly approaches to purchasing music, television programming, movies, and photographs. Second, technology...

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