Changes in the marketing environment

To determine the changes in the marketing environment, you can consider the following options:

1) Studying the environment - from external to internal changes

2) Studying the environment - from internal to external changes

In the first case, macro-environment factors are assessed, thereby determining their impact on the company's activities.

In the second case, the factors of the microenvironment and the internal environment of the company are evaluated, thereby taking into account the impact on the macroenvironment.

The process of identifying potential changes forms the basic principles for collecting information and registering changes:

The collection of information can be:

1) Permanent (system for collecting and processing information)

2) Regular (at regular intervals)

3) Random (irregular)