ABSTRACT
Strategic windows open out on to markets within industries which are dynamic and constantly changing. To understand the causes and predict the consequences of the changes that take place, an organization needs to appreciate the broader business issues that are involved and the factors in the business environment which bring about such changes. First, we look at the changing nature of consumers. Next we examine the influence that political, fiscal and economic policies can have on consumers and businesses. Technology influences the nature of goods and services that are sold, how they are produced and delivered and how marketers communicate with consumers about their benefits to users. There are also ecological concerns about the impact of products and services on the natural environment and on the health of consumers, as well as on other creatures. Business transactions with consumers may not always run smoothly, so there have to be laws to govern fair marketing practice for consumers and producers alike. In addition, some marketing practices, while not illegal, may not be socially acceptable. So to protect the interests of both buyers and sellers, there are pressure groups and ‘watchdog’ organizations. These examine how decisions that result in socially unacceptable consequences are made and bring to the attention of the public and governments the need to outlaw such practices.
