In the outside world many changes occur all the time. Changes that businesses have to take into consideration when planning their marketing strategies.

Some examples are:

• the birth of strong economic trade blocks, such as EEC and NAFTA. Protectionism has a negative effect on free trade.

• greater buying power, changing of taste and preference of the consumer.

• declining growth and even worse in many branches of business. In many branches the demand consists mostly of replacement demand.

• changes in composition of population such as 'greying' of the western world, other cultures. Demand changes and employment factors.

• greater influence of shareholders. Large financial institutions demand more attention and even influence in corporate policy making.

• more influence of international and non governmental organizations, with regard to environment, employee benefits and so on.

• the greater influence of the media on corporate decision making.

• a rapidly changing technology, new products, new materials and so on.

• the collapse of communism, resulting in new markets, new competitors and new problems.

• the rise of new industrial nations, such as South Korea, Hong Kong, Singapore, Taiwan and so on.

Consider carefully which of these and other factors have influenced or may come to influence your business.