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Essay / Research Paper Abstract
This 8 page paper considers the way that different macro factors may influence the development of marketing campaigns. Factors discuss include the economy, political and social issues, seasons and even the weather. Real life examples of how the factors impact on campaigns are given. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEmacrom.rtf
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Unformatted sample text from the term paper:
influences that the companies marketing goods or services will need to consider. The micro factors will be those that the company can control. However, it is the macro factors that
may be seen as some of the most influential that determine the way that goods are marketed. These macro factors are the most difficult because they are not under the
control of the company. For this reason, the services that predict the behaviour and pattern of macro factors are very popular with marketers. To understand how macro factors may impact
ion marketing decision the factors themselves need to be identified. These are any factors that will impact on the perception or the market for a product. They are usually indirect
factors and include factors such as the state of the economy, interest rates, the current fashions, political environment, festivals, such as Christmas or Easter and even the weather. If we
consider the pattern of the economy this will impact on the way goods or services are marketed. Where there is an economic downturn there will be less disposable income in
the economy. In addition to this the money that is there is less likely to be spent with more people feeling that they need to be prudent. This is especially
true for the service industry. In an environment such as this, marketing needs to consider the way in which the consumer will view their product. The marketing will depend on
the elasticity of the product or service. Where disposable income goes down as a result of the economic conditions threw will be less to spend on goods, this will usually
decrease the demand for goods. Therefore, in a market such as this luxury goods may find they are likely to suffer as less costly substitutes are used to satisfy
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