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Business LibreTexts

5: External Considerations in Marketing

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    • Contributed by John Burnett
    • Sourced from Global Text Project

    Learning Objectives

    As you read through this chapter, you should develop an understanding of the external considerations in marketing planning. Specifically, you should:

    • Understand the importance of analyzing the organization's external environment and the impact that the external environment has on strategic marketing planning.
    • Realize that marketing 0rganizati0ns often work with external agencies that perform some of these marketing activities. These agencies include distributors, retailers, market research suppliers, advertising agencies, and materials suppliers.
    • Appreciate the external factors that have an impact on marketing activities, including external agencies, competitors, legal/ethical issues, economic/political issues, technology, and social trends.
    • Relate these external factors to the marketing planning process.


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