External Influences Affecting the Marketing Mix

Economic Influence

• Economic Trends
• Domestic and International Trade

Competitive Influence

• Market Structure
• Competitive Strategy
• Competitive Position

Social and Demographic Influences

• Demographic Trends
• Multiculturalism
• Lifestyles
• Ecological Concerns

Technological Influence

• Advances
• Research and Development Investment
• Information Technology

Legal and Regulatory Influence

• Federal Laws/Regulations
• Provincial Laws/Regulations
• Self-regulation