What you’ll learn to do: identify forces in the external marketing environment that can impact a business

When Steve Jobs started Apple in his garage, he was perhaps already thinking about how he would market his product to potential consumers. But, do you think he ever planned or anticipated the topic of the following video?

How companies anticipate and react to the complex environment is a challenge, and the inability to react or adapt the marketing mix to address these external forces can mean the difference between success and failure. In this next section you will learn about some of these factors and the role they play in shaping marketing decisions. 

LEARNING ACTIVITIES

The learning activities for this section include:

• Reading: The Marketing Environment
• Reading: Generation Effects and Consumer Behavior
• Self Check: External Marketing Environment

Take time to review and reflect on this activity in order to improve your performance on the assessment for this section.