ABSTRACT
In Chapter 1, we discussed the micro-environment and the macro-environment. As a result of its business environment, an organization will face many challenges and opportunities, which will ultimately affect the way in which it markets its products and services. e marketing environment is dynamic, as it is impacted by modern trends and environmental factors. In a global environment that operates 24/7/365, marketers must keep constant vigil concerning the changes happening in the world. ese include the following:
1. Globalization: Globalization used to be the purview of only the largest firms, the major power players of industry. Today, even small businesses, with the right expertise, financial stability, and capabilities, are sharing their knowledge and products with the world. Are your competitors going global and growing their profits? Are you?
