ABSTRACT
This unit considers a political environment that embraces institutions, agencies, laws and
pressure groups. These elements may influence and constrain both organizations and indivi-
duals in society. They also define freedom in terms of what can and, cannot legally be done in
business today. Pressure groups were explored in Unit 2 and are now considered with lobbyists
and the media. Marketers are mainly influenced by the political dimension in general terms and
by the legislative environment in detail. General legal issues will however be considered
involving the role and objectives of law and regulation; the methods available; an outline of
the legal system; the costs and benefits of compliance as well as the impacts involved on
business and society.
