A discussion on the various marketing environment factors will help in better evaluation of their influence on marketing decisions undertaken by a business.External marketing environment factors are further subdivided into macro and micro environment factors. Micro-environmental factors consist of suppliers, marketing intermediaries, consumers and competitors. Suppliers are individuals delivering important resources for producing services and goods. Supplier policies significantly affect marketing decisions of the managers and hence, are important for the management to maintain long-term and cordial relationship with suppliers. Marketing intermediaries are individuals assisting the manufacturer in facilitating products flow (Ferrell and Hartline, 2010). Some of the important intermediaries are agents, retailers, dealers and wholesalers. These are middle men providing crucial information about the primary market to the manufacturers. Unsatisfied middlemen may neglect the company’s products and push that of the competitors. Consumers are individuals who are centrally located in any business’s marketing decision. Each consumer segment is unique and the management should rightly identify their needs and demands in order to create a positive marketing environment. Lastly, in order to establish a positive working environment, one must realize and evaluate the competitors and their steps (Pettigrew, Whittington and Thomas, 2006).Macro-environment factors are forces that are not under the company’s control. These include political and legal environment, demographic environment, economic environment, technological environment and social and cultural environment. Political and Legal Environment: Local and state political bodies and the federal government have the right to set restrictions and rules on any type of business conduct. The main objective of these regulations is protection of businesses as well as consumers. Although businesses favour some of the critical regulations like, patent laws, they try to bypass other regulations such as, advertisement restrictions. For example, the tobacco industry is banned in radio and television advertisements and the associated companies have learned to function regardless of that. A recent ban that has been highly criticized by companies is the rule wherein trans-fat content need to be labelled on the packages. Demographic Environment: Demography is the study of human population and
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