Be familiar with the six (6) uncontrollable forces that influence marketing mix decisions.
1. Social (cultural) changes in the society or culture, habits, what is acceptable, etc. (women in workforce, health focus, environmental)
2. Political (legal): laws- punishments by fines, jails, capital punishment, etc., ethics- established by society
4. Demographic (older, multicultural, etc.)
Type - direct or indirect
Number: Global Marketing (types of strategies, standard of mkt - global policy, customication - adaptation, licensing, contract manufacturing, joint ventures, direct investment)\