{"id":1092,"date":"2022-04-10T15:11:00","date_gmt":"2022-04-10T13:11:00","guid":{"rendered":"https:\/\/support.centreforelites.com\/the-marketing-forces\/"},"modified":"2024-03-14T16:56:15","modified_gmt":"2024-03-14T14:56:15","slug":"the-marketing-forces","status":"publish","type":"post","link":"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/","title":{"rendered":"The Marketing Forces in a Company"},"content":{"rendered":"\n<p class=\"\">A company&#8217;s marketing system often operates within the framework of marketing forces, which <span style=\"font-size: 13pt; line-height: 124%;\">constitutes the system&#8217;s environment. Such forces are eit<u>her exter<\/u>na<u>l or inter<\/u>nal to <\/span><span style=\"font-size: 14pt; line-height: 124%;\">the firm.<\/span><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d90c32b58cf\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d90c32b58cf\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#_EXTERNAL_FORCES_THE_MARKETING_ENVIRONMENT\" >\u00a0EXTERNAL FORCES: THE MARKETING ENVIRONMENT\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#MICRO-ENVIRONMENT\" >MICRO-ENVIRONMENT.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#_MACRO-ENVIRONMENT\" >&nbsp;&nbsp;MACRO-ENVIRONMENT<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#Physical_environment\" >Physical environment.&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#SocioCultural_Environment\" >Socio\/Cultural Environment<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#INTERNAL_FORCES_CONTROLLABLE_MARKETING_VARIABLES_OR_THE_MARKETING_MIX\" >INTERNAL FORCES: CONTROLLABLE MARKETING VARIABLES OR THE MARKETING MIX<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#Product\" >Product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-forces\/#CONCLUSION\" >CONCLUSION<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_EXTERNAL_FORCES_THE_MARKETING_ENVIRONMENT\"><\/span><b><span style=\"color: black; font-size: 14pt; line-height: 125%;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">\u00a0<\/span><\/span><\/span><span style=\"font-size: 14pt; line-height: 125%;\">EXTERNAL FORCES: THE MARKETING ENVIRONMENT\u00a0<\/span><\/b><a name=\"bookmark252\"><\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 125%;\">The <\/span>external variables (also known as the marketing environment) general y are not <span style=\"font-size: 13pt; line-height: 125%;\">control able by the organisation. Formally stated, a company&#8217;s marketing environment consists of the actors and forces external to the marketing <\/span>management function of the firm that impinge on the marketing manager is ability to develop and maintain successful transactions with its target customers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company1.png?resize=960%2C540&#038;ssl=1\" alt=\"The Marketing Forces in a Company\" class=\"wp-image-2248\" srcset=\"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company1.png?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company1.png?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company1.png?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company1.png?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><figcaption class=\"wp-element-caption\">The 7 Marketing Forces in a Company<\/figcaption><\/figure>\n\n\n\n<p class=\"\">These &#8220;non-controllable&#8221; factors are constantly spinning out new marketing <span style=\"font-size: 13pt; line-height: 130%;\">opportunities. They also set the limits within which firms may apply the <\/span>&#8220;controllable&#8221; factors in their efforts to capitalise on marketing opportunities. In turn, the impact of differing applications of controllable factors makes for further changes in the non-controllable factors. The result is that every aspect of marketing is characterised by endless changes.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 139%;\">Although the individual marketing manager can exert little influence over the <\/span>non-controllable factors, he must know a good deal about them: Apart from\u00a0<span style=\"font-size: 13pt;\">being familiar with their general nature, he must also be consistently alert for changes in them which might affect the application of marketing factors he can control. It should be observed that changes in the non-controllable factors, and in the way they interact mean not only changes in markets but changes in his marketing problems. <\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt;\">Changes of this kind may even result in significant alterations in the operations of wholesale and retail marketing institutions. The <a href=\"https:\/\/support.centreforelites.com\/en\/analysis-of-the-marketing-environment\/\">marketing environment<\/a> (or the non-controllable factors) may be divided into two groups: MICRO-ENVIRONMENT (so-called because they affect a particular firm) and MACRO-ENVIRONMENT (so called because they affect all firms).<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"MICRO-ENVIRONMENT\"><\/span><span style=\"font-size: 15pt; text-indent: 0cm;\">MICRO-ENVIRONMENT.<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark256\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 117%;\">The micro-environment consists of the actors in the company&#8217;s immediate environment <\/span><span style=\"font-size: 14pt; line-height: 117%;\">that affect its ability to serve its market. This includes the company, suppliers, marketing <\/span><span style=\"font-size: 13pt; line-height: 117%;\">intermediaries, customers, competitors, and publics. While general y classified as non\u00adcontrol able forces, these <a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">elements<\/a> in the micro-environments are probably susceptible to <\/span><span style=\"font-size: 14pt; line-height: 117%;\">a greater degree of influence than the macro group is. For example, a marketing <\/span><span style=\"font-size: 13pt; line-height: 117%;\">organisation may be able to exert some pressure on its suppliers or middlemen. It should also be expected that a firm&#8217;s advertising efforts wil have some influence on its present <\/span><span style=\"font-size: 14pt; line-height: 117%;\">and potential competitors.<\/span><\/p>\n\n\n\n<p class=\"\"><u><span style=\"font-size: 13pt; line-height: 122%;\">Company: <\/span><\/u>The important actors here include top management (e.g. Chairmen\/ Managing <span style=\"font-size: 13pt; line-height: 122%;\">Directors, Executive Directors, Board of Directors, etc), which sets the company&#8217;s mission objectives, broad strategies, and policies. As a rule, marketing managers must make their decision within the limited context set by these higher <a href=\"https:\/\/www.managementstudyhq.com\/levels-of-management-and-functions.html\">levels of management<\/a>. We should also note that their marketing proposals must be approved by top management before they can be implemented.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 130%;\">In addition, marketing managers need to work closely with other functional departments <\/span>within the organisation. These include finance, R&amp;D, purchasing, manufacturing and accounting. The success or failure of the marketing manager depends on how wel he interacts <span style=\"font-size: 13pt; line-height: 130%;\">with these various internal actors.<\/span><\/p>\n\n\n\n<p class=\"\"><u><span style=\"font-size: 13pt; line-height: 122%;\">Suppliers: <\/span><\/u><span style=\"font-size: 13pt; line-height: 122%;\">These are business firms and individuals who provide resources needed by the company and its competitors to produce the particular goods and services. Since <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a> in this environment can have effects on the company&#8217;s marketing operations, it is essential for the marketing manager to monitor<\/span><\/p>\n\n\n\n<p class=\"\">( i ) p r i c e t r e n d s<\/p>\n\n\n\n<p class=\"\">(i )supply availability &#8211; supply shortages, strike actions by labour unions, etc.<\/p>\n\n\n\n<p class=\"\"><b><u><span style=\"font-size: 14pt; line-height: 115%;\">Marketing Intermediaries<\/span><\/u><\/b><b><span style=\"font-size: 14pt; line-height: 115%;\">: <\/span><\/b><span style=\"font-size: 14pt; line-height: 115%;\">These are firms that aid the company in <\/span><span style=\"font-size: 13pt; line-height: 115%;\">promoting, selling and distributing its goods to the final buyers. They include the <\/span><span style=\"font-size: 14pt; line-height: 115%;\">following:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark257\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(i)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 14pt; line-height: 120%;\">Middlemen e.g. agent middlemen &amp; merchant middlemen<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark258\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 14pt; line-height: 120%;\">Physical distribution firms e.g. warehousing firms, transportation firms<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 130%;\">(i i) Marketing service agencies e.g. marketing research firms, advertising agencies, media firms, marketing consulting firms.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 132%;\">(iv) Financial intermediaries e.g. banks, credit companies, insurance <\/span><span style=\"font-size: 14pt; line-height: 132%;\">companies.<\/span><\/p>\n\n\n\n<p class=\"\"><b><u><span style=\"font-size: 13pt; line-height: 119%;\">Customers:<\/span><\/u><\/b><b> <\/b>A company&#8217;s <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a> can be one (or more) of the following <span style=\"font-size: 14pt; line-height: 119%;\">types of customer markets:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark259\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(i)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b>Consumer markets: <\/b>individuals and households who buy goods and <span style=\"font-size: 14pt; line-height: 120%;\">services for personal consumption<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark260\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 125%;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><span style=\"font-size: 14pt; line-height: 125%;\">Industrial markets: <\/span><\/b><span style=\"font-size: 13pt; line-height: 125%;\">organisations that buy goods and services needed for producing other products and services for the purpose of making profits and\/or achieving other objectives<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 127%;\">(i i) <\/span><b><span style=\"font-size: 13pt; line-height: 127%;\">Reseller markets: <\/span><\/b>organistions that buy goods and services in order to <span style=\"font-size: 14pt; line-height: 127%;\">resel them at a profit<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark261\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 127%;\"><span style=\"mso-list: Ignore;\">(iv)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><span style=\"font-size: 14pt; line-height: 127%;\">Government markets: <\/span><\/b><span style=\"font-size: 14pt; line-height: 127%;\">Government agencies that buy goods and <\/span>services in order to produce public services, or transfer these goods and <span style=\"font-size: 14pt; line-height: 127%;\">services to others who need them.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 127%;\">(v) <\/span><b>International markets: <\/b>Buyers found abroad, including foreign <span style=\"font-size: 13pt; line-height: 127%;\">consumers, producers, resel ers, and government.<\/span><\/p>\n\n\n\n<p class=\"\"><b><u><span style=\"font-size: 14pt; line-height: 125%;\">Competitors<\/span><\/u><\/b><b><span style=\"font-size: 14pt; line-height: 125%;\">: <\/span><\/b><span style=\"font-size: 14pt; line-height: 125%;\">Competition is often a strong environmental force to be <\/span>reckoned with in virtual y al socio-economic systems. It should therefore be expected that a company&#8217;s marketing system will be surrounded and influenced\/ <span style=\"font-size: 13pt; line-height: 125%;\">attacked by lots of competitors. It is therefore imperative that these competitors <\/span>be identified, monitored, and outmaneuvered in order to gain and maintain customer loyalty. Apart from the presence of other companies, the competitive environment <span style=\"font-size: 13pt; line-height: 125%;\">also consists of more basic things.<\/span><\/p>\n\n\n\n<p class=\"\"><b><u><span style=\"font-size: 14pt; line-height: 120%;\">Publics<\/span><\/u><\/b><b><span style=\"font-size: 14pt; line-height: 120%;\">: <\/span><\/b><span style=\"font-size: 13pt; line-height: 120%;\">A public is any group that has an actual or potential interest or impact on an organisation&#8217;s ability to achieve its objectives. In-as-much as <\/span><span style=\"font-size: 14pt; line-height: 120%;\">publics can substantially influence an organisation&#8217;s fortunes, the best thing to <\/span><span style=\"font-size: 13pt; line-height: 120%;\">do is to spend some time <a href=\"https:\/\/support.centreforelites.com\/ru\/master-monitoring-and-evaluation-in-5-minutes\/\">monitoring<\/a> these publics, anticipating their moves, and dealing with them in constructive ways. There are seven types of such publics:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark262\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 140%;\"><span style=\"mso-list: Ignore;\">(i)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><u><span style=\"font-size: 14pt; line-height: 140%;\">Financial public<\/span><\/u><\/b><b><span style=\"font-size: 14pt; line-height: 140%;\">s. <\/span><\/b><span style=\"font-size: 13pt; line-height: 140%;\">These influence the company&#8217;s ability to obtain funds. Examples <\/span>here include banks, fmance houses, stock brokerage <i><span style=\"font-size: 15pt; line-height: 140%;\">firms,<\/span><\/i><span style=\"font-size: 13pt; line-height: 140%;\"> and other stockholders.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark263\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 117%;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><span style=\"font-size: 14pt; line-height: 117%;\">Media publics. <\/span><\/b><span style=\"font-size: 13pt; line-height: 117%;\">Media publics are organisations that carry news, features, and editorial opinions. Examples include newspapers, magazines, and radio and television stations.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">(i i) <\/span><b><span style=\"font-size: 13pt; line-height: 115%;\">Government publics. <\/span><\/b><span style=\"font-size: 13pt; line-height: 115%;\">These have to do with the regulatory activities of government agencies\/departments. Examples, NAFDAC, FEPA, National\/State Assemblies, <\/span><span style=\"font-size: 14pt; line-height: 115%;\">NNPC, PPMC, etc.<span style=\"mso-tab-count: 1 dashed;\">&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211; <\/span><\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark264\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 119%;\"><span style=\"mso-list: Ignore;\">(iv)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><span style=\"font-size: 14pt; line-height: 119%;\">Citizen-action publics\/Consumersism. <\/span><\/b><span style=\"font-size: 14pt; line-height: 119%;\">These are an organised movement of <\/span><span style=\"font-size: 13pt; line-height: 119%;\">citizens and government to enhance the rights and powers of buyers in relation to sellers.<u> <\/u>Consumerists&#8217; groups seek, through company persuasion and legislation, to <u>increase the amo<\/u>unt of consumer information, education, and protection.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark265\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 112%;\"><span style=\"mso-list: Ignore;\">(v)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b><span style=\"font-size: 14pt; line-height: 112%;\">Local publics. <\/span><\/b><span style=\"font-size: 13pt; line-height: 112%;\">These are neighbourhood residents and community organisations.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark266\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(vi)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><b>General public. <\/b>Though the general public does not act in an organised way toward <span style=\"font-size: 13pt; line-height: 120%;\">the company, the public&#8217;s image of the company affects its patronage. Hence a <\/span>company needs to be concerned with the general public&#8217;s attitude towards its products <span style=\"font-size: 14pt; line-height: 120%;\">and activities.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">(vi ) <b>Internal publics. <\/b><\/span><span style=\"font-size: 13pt; line-height: 115%;\">These include blue-collar workers, white-collar workers, managers, and the board of directors.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_MACRO-ENVIRONMENT\"><\/span><span style=\"mso-bookmark: bookmark270;\"><span style=\"mso-bookmark: bookmark268;\"><span style=\"mso-bookmark: bookmark267;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark270;\"><span style=\"mso-bookmark: bookmark268;\"><span style=\"mso-bookmark: bookmark267;\">MACRO-ENVIRONMENT<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark270\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 120%;\">The following six inter-related macro-environmental forces impinge considerably on any company&#8217;s marketing system. Like their micro-environment counterparts, they <\/span><span style=\"font-size: 13pt; line-height: 120%;\">are also not controllable by management.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">They are:<\/span><\/p>\n\n\n\n<p class=\"\">( i ) Demography<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">( ii)Economic conditions<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 11pt;\">( i i i ) <\/span>Physical Environment<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 11pt;\">( i v ) Technological<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 11pt;\">( v ) Political \/ legal forces<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">(v i) Socio-cultural forces<\/span><\/p>\n\n\n\n<p class=\"\"><b><span style=\"font-size: 14pt; line-height: 122%;\">Demography. <\/span><\/b><span style=\"font-size: 13pt; line-height: 122%;\">Demography is the statistical study of human population. Marketers are keenly interested in the size of the population of a place; its geographical distribution; density; mobility trends; age distribution; birth\/ marriage, and death rates; and racial, ethnic, and religious structures.<\/span><\/p>\n\n\n\n<p class=\"\">Demography is especially important to marketing executives, because people <span style=\"font-size: 13pt; line-height: 119%;\">(together with money to spend and the willingness to spend it) are what <\/span><span style=\"font-size: 14pt; line-height: 119%;\">constitute markets. The above listed distribution characteristics can be properly monitored to bring out useful demographic trends and their implications for marketing.<\/span><\/p>\n\n\n\n<div style=\"text-align: justify;\">Economic conditions. The condition of the economy is a significant force which affects the marketing system. The marketing manager must therefore consider all potential fluctuations in the level of economic activity in the country or countries making up his target markets. Some of the important economic variables to be monitored and analysed include:<\/div>\n\n\n\n<div style=\"text-align: justify;\">\n<ol>\n<li>Disposable personal income<\/li>\n<li>Discretionary income<\/li>\n<li>income distribution<\/li>\n<li>Geographical income Variation<\/li>\n<li>Level of inflation<\/li>\n<li>Interest Rates<\/li>\n<li>Money Supply<\/li>\n<li>Consumer Savings and Debt patterns<\/li>\n<li>Availability of credit<\/li>\n<li>Consumer expenditure patterns<\/li>\n<\/ol>\n<\/div>\n\n\n\n<div style=\"text-align: justify;\">&nbsp;<\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Physical_environment\"><\/span><b><span style=\"font-size: 14pt; line-height: 120%;\">Physical environment.&nbsp;<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"\">The concern here is on marketing&#8217;s impact on the <span style=\"font-size: 13pt; line-height: 120%;\">environment and the costs of serving these needs and wants. For instance, <\/span>environmentalists are not against marketing and consumption; they simply want <span style=\"font-size: 13pt; line-height: 120%;\">them to operate on more ecological principles. They are of the opinion that the goal of the marketing system should be to maximise life quality. And, life quality <\/span>means not only the quantity and quality of consumer goods and services but also <span style=\"font-size: 14pt; line-height: 120%;\">the quality of the environment. Marketing managers, therefore, need to pay <\/span><span style=\"font-size: 13pt; line-height: 120%;\">attention to the physical environment in terms of obtaining needed resources and also of avoiding damage to the physical environment.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 132%;\">In this regard, marketers need to be aware of the threats and opportunities associated with four trends in the physical environment:<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-family: 'Times New Roman',serif; font-size: 14pt; line-height: 127%; mso-fareast-font-family: 'Times New Roman';\">(i) <\/span>Impending shortages of certain raw materials especially finite renewable resources (e.g. forests and food) and finite nonrenewable resources (e.g oil, <span style=\"font-family: 'Times New Roman',serif; font-size: 14pt; line-height: 127%; mso-fareast-font-family: 'Times New Roman'; text-decoration: none; text-underline: none;\">coal <\/span><span style=\"font-size: 14pt; line-height: 127%;\">and other minerals).<\/span> <span style=\"font-family: 'Times New Roman',serif; font-size: 13pt; line-height: 127%; mso-fareast-font-family: 'Times New Roman'; text-decoration: none; text-underline: none;\">The marketing implications of these shortages are two\u00adfold: In the first instance, firms making use of these scarce minerals face&nbsp;<\/span><span style=\"font-size: 13pt;\">substantial costs increases, even if the materials remain available. Secondly, they may not find it easy to pass these cost increases on to the consumer. Hence, only firms that engage in research and <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a> and exploration have vast opportunities to develop valuable new sources and materials.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 127%;\">(ii) <\/span><u><span style=\"font-family: 'Garamond',serif; font-size: 14pt; line-height: 127%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Increased cost of energy.<\/span><\/u><span style=\"font-size: 13pt; line-height: 127%;\">Crude petroleum remains world&#8217;s major source of energy for industrial activities. Its price however continues to leap jump. This has created a frantic search for alternative forms of energy: coal, solar, nuclear, wind, etc.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 125%;\">(iii) <\/span><u><span style=\"font-family: 'Garamond',serif; font-size: 13pt; line-height: 125%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Increased levels of pollution.<\/span><\/u> <span style=\"font-size: 13pt; line-height: 125%;\">The quality of the natural environment has been <\/span><span style=\"font-size: 14pt; line-height: 125%;\">remarkably impacted upon by the following industrial\/economic activities:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark272\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(a)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 120%;\">dumping of chemical and nuclear wastes into streams, rivers, oceans;<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark273\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(b)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 120%;\">application of heavy doses of chemicals in agriculture, leading to the presence<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 112%;\">of chemical pollutants in the soil and food supply<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark274\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 120%;\"><span style=\"mso-list: Ignore;\">(c)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 120%;\">littering of the environment with non-biodegradable bottles, plastics, and<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 112%;\">other packaging materials.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 115%;\">Protests and public outcries about the gradual destruction of the natural environment in the manners cited above can create marketing opportunities for smart companies. For instances, there is the creation of a large market for pollution &#8211; control solutions such as <\/span><span style=\"font-size: 13pt; line-height: 115%;\">scrubbers and recycling centre. It also leads to a search for alternative ways to produce and package goods that do not cause environmental damage.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-family: 'Times New Roman',serif; font-size: 14pt; mso-fareast-font-family: 'Times New Roman'; text-decoration: none; text-underline: none;\">(iv) <\/span>Strong government intervention in natural &#8211; Resource management <span style=\"font-family: 'Times New Roman',serif; font-size: 13pt; mso-fareast-font-family: 'Times New Roman';\">he<\/span><span style=\"font-family: 'Times New Roman',serif; font-size: 13pt; mso-fareast-font-family: 'Times New Roman'; text-decoration: none; text-underline: none;\">re, various<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 115%;\">government agencies [such as the Federal Environmental Protection Agency (FEPA) and <\/span><span style=\"font-size: 14pt; line-height: 115%;\">States&#8217; Environment mental Protection Agencies] play active roles in environmental <\/span><span style=\"font-size: 13pt; line-height: 115%;\">protection. Companies are made to comply with some environmental regulations.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 122%;\">Technological Environment. <\/span><span style=\"font-size: 13pt; line-height: 122%;\">Technology has a tremendous impact on people&#8217;s lives &#8211; e.g. life-styles, consumption patterns and economic well-being. It has been a major factor underlying the economic <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">growth<\/a> in the developed countries. However, major technological breakthroughs carry a threefold market impact:<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%; text-indent: 34pt;\">(a)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><span style=\"font-size: 13pt; line-height: 120%; text-indent: 34pt;\">They can start an entirely new industry &#8211; e.g. computers, airplane<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 115%; text-indent: 34pt;\">(b)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><span style=\"font-size: 14pt; line-height: 115%; text-indent: 34pt;\">They can radically alter, or virtual y destroy, existing industries. For example, <\/span><span style=\"font-size: 13pt; line-height: 115%; text-indent: 34pt;\">television crippled the radio and movie industries, wash-and-wear fabrics hurt commercial laundries and dry cleaners; digital watches are turning the traditional watch business upside <\/span><span style=\"font-size: 14pt; line-height: 115%; text-indent: 34pt;\">down.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 115%; text-indent: 33pt;\">(c)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><span style=\"font-size: 13pt; line-height: 115%; text-indent: 33pt;\">They can stimulate new markets and <\/span><span style=\"font-size: 14pt; line-height: 115%; text-indent: 33pt;\">industries in fields not related to the new technology. For instance, new home <\/span><span style=\"font-size: 13pt; line-height: 115%; text-indent: 33pt;\">appliances and frozen foods , therefore,&nbsp; therefore,&nbsp;<\/span>give home-makers additional time, thereby allowing them to engage in other gainful <span style=\"font-size: 13pt; line-height: 127%;\">activities.<\/span><\/p>\n\n\n\n<p class=\"\">It is therefore necessary for the marketing manager to understand the changing technological environment and how technologies can serve human needs. They need to work closely with the research and <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a> people to encourage more market-oriented<span style=\"font-size: 11pt; line-height: 134%;\">&nbsp;research. More importantly, they must be alert to the negative aspects of any <\/span>innovation that might harm the users and thus bring about distrust and opposition.<\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark280\"><\/a><a name=\"bookmark279\"><\/a><a name=\"bookmark278\"><\/a><span style=\"mso-bookmark: bookmark279;\"><span style=\"mso-bookmark: bookmark280;\">Political and Legal Forces:<\/span><\/span><\/p>\n\n\n\n<p class=\"\">To a very large extent, a company&#8217;s conduct is being influenced by the political-legal <span style=\"font-size: 14pt; line-height: 129%;\">processes in our society. This environment is made up of laws, government <\/span>agencies and pressure groups.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 129%;\">Legislation at the federal, state and local government levels exercise more influence <\/span><span style=\"font-size: 11pt; line-height: 129%;\">on the marketing activities of a firm than on any other phase of its operations. These <\/span><span style=\"font-size: 13pt; line-height: 129%;\">legislations have a number of purposes.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark281\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 115%;\"><span style=\"mso-list: Ignore;\">(i)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 14pt; line-height: 115%;\">To protect companies from each other<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark282\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 14pt; line-height: 115%;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 14pt; line-height: 115%;\">To protect consumers from unfair business practices.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 122%;\">(ii)To protect the larger interests of society against unbridled business behaviour<\/span><\/p>\n\n\n\n<p class=\"\">A serious marketing manager should, out of necessity, have a good working knowledge of the major laws protecting competition, consumers and the larger interests <span style=\"font-size: 14pt; line-height: 125%;\">of the society.<\/span><\/p>\n\n\n\n<p class=\"\">We noted earlier that macro-environmental forces are not controllable by <span style=\"font-size: 13pt; line-height: 125%;\">management. However, in limited areas in the political-legal area, a large firm or <\/span>an industry working through its lobbyists and trade association may have some <span style=\"font-size: 13pt; line-height: 125%;\">influence in shaping a piece of legislation or regulation from government <\/span><span style=\"font-size: 14pt; line-height: 125%;\">agencies.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SocioCultural_Environment\"><\/span><span style=\"mso-bookmark: bookmark284;\"><span style=\"mso-bookmark: bookmark285;\">Socio\/Cultural Environment<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"\"><a name=\"bookmark285\"><\/a><\/p>\n\n\n\n<p class=\"\">The economic, political-legal and technological forces just reviewed actually make up the socio-cultural environment. In order words, our people and their socio-cultural customs and beliefs are fundamentally what shape our economy, political-legal system, and technology. For instance, social pressures against air and water pollution have led to legislation and government regulation, which in turn stimulated new technology to <span style=\"font-size: 13pt; line-height: 130%;\">reduce pollution.<\/span><\/p>\n\n\n\n<p class=\"\">In addition, cultural patterns, such as lifestyles, social values, beliefs and desires are changing much faster than ever before. Examples of these changes include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"\">From a thrift and savings ethic to spending freely and buying on credit<\/li>\n\n\n\n<li class=\"\">From a work ethic to self-indulgence and having fun<\/li>\n\n\n\n<li class=\"\"><span style=\"font-size: 14pt; text-indent: 10pt;\">From sexual chastity to sexual freedom<\/span><\/li>\n\n\n\n<li class=\"\"><span style=\"font-size: 13pt; line-height: 115%;\">From a husband-dominated family to equality in husband-wife roles; or in a broader <\/span><span style=\"font-size: 14pt; line-height: 115%;\">context, the changing role of women,.<\/span><\/li>\n\n\n\n<li class=\"\"><span style=\"font-size: 14pt;\">From emphasis on quantity of goods to quality of life<\/span><\/li>\n\n\n\n<li class=\"\"><span style=\"font-size: 14pt; text-align: justify; text-indent: 10pt;\">From the artificial to the natural (e.g. &#8220;braless&#8221; look)<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">All these changes pose serious marketing challenges to marketing executives.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"INTERNAL_FORCES_CONTROLLABLE_MARKETING_VARIABLES_OR_THE_MARKETING_MIX\"><\/span>INTERNAL FORCES: CONTROLLABLE MARKETING<a style=\"text-indent: 0cm;\" name=\"bookmark290\"><\/a><a style=\"text-indent: 0cm;\" name=\"bookmark287\"><\/a><a style=\"text-indent: 0cm;\" name=\"bookmark286\"><\/a> VARIABLES OR THE MARKETING MIX<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 21.4933px;\">The second set of forces that make marketing an endlessly changing activity is put in&nbsp;<\/span><span style=\"font-size: 14pt; line-height: 23.1467px;\">motion by individual enterprises when they make continual adjustments in the&nbsp;<\/span><span style=\"font-size: 13pt; line-height: 21.4933px;\">control able marketing factors. These forces are known as the marketing mix.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 22.5333px;\">Though there are a multitude of these controllable variables, Jerome McCarthy has&nbsp;<\/span>popularised a four-factor classification, now commonly known as the&nbsp;<b><span style=\"font-size: 13pt; line-height: 22.5333px;\">4Ps: Product, Place,&nbsp;<\/span><\/b><b><span style=\"font-size: 14pt; line-height: 24.2667px;\">Promotion, and Price.<\/span><\/b><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 21.4667px;\">Definitionally, marketing mix is the <a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">mixture<\/a> of <a href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-mix-controllable-marketing-variables\/\">controllable marketing variables<\/a> that&nbsp;<\/span><span style=\"font-size: 13pt; line-height: 19.9333px;\">the firm uses to pursue the sought levels of sales in the <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 20.6267px;\">The 4Ps give the marketing manager a framework within which he can operate on a cost\u00adeffective manner. His eventual success will be determined by the wisdom of his choices, his ability to modify his mix in the face of uncertainty and change, and his determination to&nbsp;<\/span><span style=\"font-size: 14pt; line-height: 22.2133px;\">make his strategy work.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Product\"><\/span><span style=\"font-size: 14pt; line-height: 22.2133px;\"><b style=\"font-size: medium;\"><span style=\"font-size: 13pt; line-height: 22.5333px;\">Product<\/span><\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\">Under the first P, which stands for the product, the company&nbsp;takes care of<b><span style=\"font-size: 14pt; line-height: 24.08px;\">&nbsp;<\/span><\/b><span style=\"font-size: 13pt; line-height: 22.36px;\">all the problems of&nbsp;<\/span>developing the product or service which it plans to offer to the <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 21.4933px;\">Such problems include:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark291\"><\/a><span style=\"font-size: 14pt; line-height: 20.9067px;\">(i)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;<\/span><\/span><span style=\"font-size: 14pt; line-height: 20.9067px;\">selecting a product or product lines;<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark292\"><\/a><span style=\"font-size: 14pt; line-height: 20.9067px;\">(ii)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;<\/span><\/span><span style=\"font-size: 14pt; line-height: 20.9067px;\">adding or dropping items in the product line;<\/span><\/p>\n\n\n\n<p class=\"\">( i i i ) b r a n d i n g ;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 20.9067px;\">( iv)p ack ag ing; and<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark293\"><\/a><span style=\"font-size: 14pt; line-height: 20.9067px;\">(i)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/span><\/span><span style=\"font-size: 14pt; line-height: 20.9067px;\">Standardising and grading<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 20.28px;\">In a nutshel , the product area is concerned with developing the right product to the target&nbsp;<\/span><span style=\"font-size: 14pt; line-height: 21.84px;\">market.<\/span><\/p>\n\n\n\n<p class=\"\">A product (or a service) is not of any use to the consumer if it is not available when and where he wants it. Therefore, the company must consider where, when, how and by whom the goods and services are to be offered for sale. Sometimes, for example, complicated channels of distribution are necessary, while at the times, very simple methods can be used effectively. Wholesaling, retailing, transportation, and storage play a part in the distribution of most goods and services.&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 17.3333px;\">Place<\/span><\/p>\n\n\n\n<p class=\"\">The second P (for&nbsp;<span style=\"font-size: 13pt; line-height: 22.5333px;\">place) is concerned with all problems, functions and institutions involved in getting the right product to the <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 22.5333px;\"><span style=\"font-size: medium;\">Promotion<\/span><\/span><\/p>\n\n\n\n<p class=\"\">The third P (for promotion) has to do with the methods of communicating to the <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>, the &#8220;right product&#8221; that will be sold in the &#8220;right place&#8221; and the &#8220;price&#8221;.&nbsp;<span style=\"font-size: 13pt; line-height: 22.36px;\">Here, all the problems of sales promotion, advertising and the <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a>,&nbsp;<\/span>training, and utilization of a sales force are usual y covered. Advertising, sales promotion and personal selling are to be considered as complementary methods of&nbsp;<span style=\"font-size: 13pt; line-height: 22.36px;\">communicating with customers.<\/span><\/p>\n\n\n\n<p class=\"\">While the marketing manager is developing the &#8220;right&#8221; product, place, and promotion, he must also decide on the &#8220;right&#8221; price, i.e the one which will make his total marketing mix attractive. Before setting the price, the marketing manager considers the nature of competition in his <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>, as well as the existing practices on mark-ups, discounts, and terms of trade. In some instances, he must also consider legal restrictions affecting prices. In summary, price is concerned with determining the &#8220;right price&#8221; to move the &#8220;right product&#8221; to the &#8220;right place&#8221; with the &#8220;right promotion&#8221; for the <a href=\"https:\/\/support.centreforelites.com\/ru\/target-market-strategies\/\">target market<\/a>.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 22.88px;\">By varying each of these <a href=\"https:\/\/support.centreforelites.com\/ru\/the-marketing-mix-controllable-marketing-variables\/\">controllable marketing variables<\/a>, a marketing mi can be&nbsp;<\/span>selected from a great number of possibilities. Though this framework may appear simple, the task of making choices within it is fairly cumbersome. For instance, each of these four control able marketing variables has man<span style=\"font-size: 9pt; line-height: 15.84px;\">&#8211;<\/span>, potential variations, thereby making the number of possible marketing mixes very large. Let us assume that there are five (5) variations of each of the variables (i.e 5 products, 5 places, 5 promotions and 5 different prices), there would be 625 possible different marketing mixes!. And, it could be more. Hence, as the number of variations increases the number of possible mixes which must be considered by the marketing manager increases geometrically.<\/p>\n\n\n\n<p class=\"\">We must stress here that no human mind is quite capable of currently evaluating all the possible marketing mixes. What is practicable is a progressive elimination of the least desirable, such that the problem can be reduced to manageable proportions.<\/p>\n\n\n\n<p class=\"\"><span style=\"text-indent: 32pt;\">Generally, there is only one &#8220;best&#8221; strategy at any given time. However, since&nbsp;<\/span><span style=\"font-size: 13pt; line-height: 22.36px; text-indent: 32pt;\">conditions, often change in the market situations; there may be many good&nbsp;<\/span><span style=\"text-indent: 32pt;\">ones. Even then, a good strategy will need to be altered as consumer behaviour,&nbsp;<\/span><span style=\"font-size: 13pt; line-height: 22.36px; text-indent: 32pt;\">competitors&#8217; behaviour, and other non-controlable variable change.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CONCLUSION\"><\/span>CONCLUSION<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark296\"><\/a><\/p>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 20.8px;\">You have learned in this unit that environmental forces influence an organisational marketing. The marketing environment presents an unending series of opportunities and&nbsp;<\/span>threats. The major responsibility for identifying changes in the macro-environment falls to a&nbsp;<span style=\"font-size: 13pt; line-height: 20.8px;\">company&#8217;s marketer. Environmental scanning and analysis are particularly important here.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A company&#8217;s marketing system often operates within the framework of marketing forces, which constitutes the system&#8217;s environment. Such forces are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":139,"footnotes":""},"categories":[139],"tags":[275],"class_list":["post-1092","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-forces"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/The-Marketing-Forces-in-a-Company.png?fit=720%2C540&ssl=1","jetpack-related-posts":[{"id":1093,"url":"https:\/\/support.centreforelites.com\/ru\/analysis-of-the-marketing-environment\/","url_meta":{"origin":1092,"position":0},"title":"ANALYSIS OF THE MARKETING ENVIRONMENT","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0Every move a marketer makes is affected by, and has some effect on his marketing environment. This could happen on a small scale, such as between a manufacturer and a retailer. It could also happen on a larger scale involving entire industries and governments. Very often, changes in the elements\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"ANALYSIS OF THE MARKETING ENVIRONMENT","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/ANALYSIS-OF-THE-MARKETING-ENVIRONMENT1.jpg?fit=724%2C504&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/ANALYSIS-OF-THE-MARKETING-ENVIRONMENT1.jpg?fit=724%2C504&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/ANALYSIS-OF-THE-MARKETING-ENVIRONMENT1.jpg?fit=724%2C504&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/ANALYSIS-OF-THE-MARKETING-ENVIRONMENT1.jpg?fit=724%2C504&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":1065,"url":"https:\/\/support.centreforelites.com\/ru\/environmental-analysis-in-management\/","url_meta":{"origin":1092,"position":1},"title":"Environmental analysis in Management","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0This article on strategic management course exposes you to the business of industry environmental analysis and diagnosis. The business environment comprises both external and internal environments, which are complex and are constantly changing. There are many environmental factors that directly or indirectly impact a particular business. They include factors that\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"Environmental analysis in Management","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-518244.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-518244.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-518244.jpeg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-518244.jpeg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-518244.jpeg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1091,"url":"https:\/\/support.centreforelites.com\/ru\/the-marketing-mix-controllable-marketing-variables\/","url_meta":{"origin":1092,"position":2},"title":"THE MARKETING MIX: CONTROLLABLE MARKETING VARIABLES","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"Definitionally, marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought levels of sales in the target market","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"THE MARKETING MIX. 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