The Marketing Environment

The issues to be addressed in Chapter 6 include: 1The view that the external environment is the ultimate constraint upon the courses of action open to a firm.2The influence of demographic factors on primary demand.3The role of other forces — social, cultural, economic, political, technological, etc. — in modifying and shaping actual demand and consumption patterns.4The pattern of economic activity over time and the existence of underlying cycles and trends.5The nature of competition and the importance of non-price factors in developing marketing strategies.6The implications of environmental change for marketing practice.