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Essay / Research Paper Abstract
A 5 page paper discussing three external environment factors affecting global and national marketing efforts. External environmental factors can be crucial to the marketer's ultimate success in promoting a specific product or organization. The purpose here is to examine the roles of social, economic and technological factors, and to provide examples of each. Nike, McDonald's and Wal-Mart provide the examples. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgExtExamp.rtf
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environmental factors can be crucial to the marketers ultimate success in promoting a specific product or organization. The purpose here is to examine the roles of social, economic and
technological factors, and to provide examples of each. Social Social factors include demographics and "cultural aspects of the external macroenvironment ... [and] affect
customer needs and the size of potential markets" (PEST Analysis, n.d.). Businesses are charged with social responsibility now as never before. Formerly a "nice" thing to do, large
multinationals now are expected to fill a social role. As part of its effort to clean up its image with consumers and non-governmental
organizations (NGOs), Nike has given great attention to the labor practices of its contract manufacturers. Holmes and Bernstein (2004) announce that Nike is no longer the "brat" of sports
marketing as it was in years past, that it has grown up and matured to the point of actually becoming business-like in its approach to its business. Ironically, it
owes this growth in large part to public condemnation of the employment practices of its offshore contract manufacturers, located primarily in Asia. The irony lies in the fact that
Nike long has been viewed as an "anti-establishment" brand (Holmes and Bernstein, 2004), but with fully 34 percent of Europes football market (Nike commanded 34% of the football-related footwear market
in the past 12 months, 2004), now has become "the establishment" itself. Following activists public protests of Nikes labor practices in conjunction with
the Olympic Games in Sydney, Australia, the British Broadcasting Company (BBC) produced and aired an expos? of Nike and Gap manufacturing in October, 2000. Nike had chosen to ignore
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