The marketing environment being essentially dynamic, it is essential for the organisation to keep up with the changes (Marketing Environment 2004, p.34). The marketing environment comprises of forces that are internal and external to its marketing functions. Internal forces are those that are inherent to the organisation and hence, can be controlled by the organisation. External forces affect the industry as a whole and cannot be controlled by individual organisations. It is imperative for an organisation to predict, recognise, analyse and understand these forces, and strategically plan its marketing activities.
Macro-environmental factors include political, economical, social and technological factors along with demographic, cultural and legal factors that affect a marketing environment. Government policies, political stability, legislations, and prevailing domestic politics and international politics are factors that can affect the publishing industry. Economic factors of a region greatly influence the purchasing power parity (PPP) of that region. The higher the purchasing power parity in a region, the higher its buying potential (Marketing Environment 2004, p.41). The socio-cultural forces refer to the attitudes, beliefs, norms, values and lifestyles of individuals in a society. ...Show more