Upon completion of this chapter, the student will be able to answer the following questions:

1. What forces of change provide opportunities and threats for marketing organizations today? How can marketing managers capitalize on the crises and critical events that precipitate change?
2. What is the importance to the marketing process of each element of the internal and external marketing environments?
3. How do the relationships among the various environmental forces interact to impact marketing management decisions?
4. How can the phases in the marketing organizational ecocycle concept be applied to existing marketing organizations?
5. What is the impact of emerging trends in the contemporary marketing environment on marketing activities?
6. In what ways does change impact marketing strategy and tactics in the planning process?
7. What are some ways that marketers can identify opportunities in a time of change?
8. How can marketing managers integrate innovation and creativity into their plans for managing change?