External Influences On Marketing

Question 1

List 6 external influences that may affect a business’s choice of marketing activities

Answer 1

Social
Technological
Economics
Environment
Political & legal
Ethical

Question 2

Social

Answer 2

Demographics
Lifestyle
Age groups
Education

Question 3

Technological

Answer 3

Manufacturing techniques
Communication methods
Use of internet and social media

Question 4

Economic

Answer 4

Inflation
Interest rates
Health of the economy
Employment levels

Question 5

Environmental

Answer 5

• Effects on climate and weather
• Pollution
• Recycling

Question 6

Political & Legal

Answer 6

• Type of government
• Stability of the government
• Business laws
• Regulations on competition and trading

Question 7

Ethical

Answer 7

• Consumers’ ethical demands
• Acceptable business behaviour
• Low wages and poor working conditions

Question 8

Hena is a clothing designer. She is looking for a manufacturer.
Manufacturing costs in Bangladesh are 30 per cent of the costs in the UK.
The quality is the same. Explain how the choice of Bangladesh as a location for manufacturing might affect Henas marketing.
Consider ethical questions as well as manufacturing concerns.

Answer 8

Hena’s choice of Bangladesh for manufacturing can affect her marketing in several ways:

1. Cost Advantage: Manufacturing is 30% cheaper, allowing for competitive pricing or higher profits.
2. Quality Assurance: She must emphasize that quality remains the same to build customer trust.
3. Ethical Considerations: Transparency about labor practices is essential to appeal to socially conscious consumers.
4. Sustainability: Highlighting eco-friendly practices can attract customers who prioritize sustainability.
5. Target Market: Messaging should be tailored based on whether her audience values affordability or ethical practices.
6. Brand Perception: Effective communication is key to ensure the brand is seen positively and avoids concerns about exploitation.