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The marketing concept becomes evident

A consumer is influenced by the society he lives in, if a person is of a particular religion, nation, tribe or population grouping he will adopt the culture of that grouping, and the culture of a grouping is as a result of the influence of the language of the people, beliefs, knowledge, values, habits, and laws of those people. This means this affects the consumer in question in terms of his lifestyle to the extend of what he consumes.

At times it is difficult to a person to consume some products even if he as a large disposable income because of his culture. It is important for managers of various companies to look into the influence of culture before introducing a product into the market. Just imagine how powerful cultural environment is and what it can do to a particular product. In essence culture plays un important role in consumption of an individual. Therefore the company should try to influence a person in terms of what he consumes in order to be able to get the market.

Changing the consumer’s way of living at the same time, his needs, perception, attitudes, and purchasing patterns is one of the most difficulty decisions the

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management of an organization will need to make. Most perceptible social trends in Western societies thus relate to woman’s changing role in society, the importance of time, the desire for more leisure time and consequently the emphasis on convenience, care about the ecological environment and the protection of the consumer.

The culture of a particular country is not absolutely homogeneous, and sub-cultures based on nationality, religion, geographical location and different population groups exist. Marketing is in the midst of revolution, therefore it is up to the marketing managers to determine which marketing strategies to use while trying to deal with social cultural influences over there customers. It will be an imaginable and un believable if the influences of culture and social are left out by any manager wishing to do business in the market.

It is normal to analyze a society’s cultural environment before introducing the product to that market. 2. 5. 4 Technological environment Technological environment is one of the best environments which have influence on the lives of a product. It is common in the world today where there are technological changes for managers to know technological innovations taking place in market in product development. The technological environment is responsible for drastic changes in product development.

The introduction of computers and other machines as made marketing and production of a product to be easier. Marketing is involved in spreading technology and innovations in the society, after a new product has been identified it is sold to the market. The market identifies the needs of the customer and how they will make the customer more happier then a product is produced using technological innovations this improves technology in the market. The product produced must be able to satisfy the customers’ needs.

Thirdly organizations must be ready to adapt technology in producing there products. While adapting technology the organization will be competing in the market competitively. Technology is a direct and indirect influence on the consumer references of a product. It is necessary for managers to adapt technology since the technological process enlarges mankind. In the past ten years there have been changes in the ways business is done, people have moved from telephone calls to instant mail.

And currently people are transacting in the form of international through E-business. From the continuous influence of technological innovation on the social-cultural environment (a component of the macro-marketing environment) and thus also the consumer (the market environment) the relationship between technology and the marketing concept becomes evident. The marketing concept requires amongst other things a consumer orientation by management and as such is it the task of marketing to channel need-satisfying products and services to the consumer.

But new and improved need-satisfying products can only be made available to consumers with the aid of technological innovation. These points to the leadership marketing should give to the research and development section of the enterprise. Economic environment has many influences on the marketing of the product. This should include; research, inventions, innovation, and know-how, this will make the product acceptable in the market and its up to the management to carry out technological focus to know the next course of action in product of the company.

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