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MARKETING

Marketing

Question No 1:

No business will operate independently of the external environment.
Internal factors will also play a role into the success and choices a company makes. There are many models; the most popular are SWOT, PESTEL and Porters Five Forces. These have some shared considerations, but all bring a different outlook to the examination of a company and the environment within which it operates. One should understand that the general term ‘marketing environment’ is often used to denote both internal organisational forces and forces outside the control of the firm. For example, Kotler defines the general marketing environment as follows:
A company’s marketing environment consists of the actors and the forces the affect
that affect the company’s ability to develop and maintain successful transactions with its target customers (pg 20).

The general marketing environment, therefore consists of all the factors and forces

influencing bot...

Posted by: Arianna Escobar

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