External Influences Affecting the Marketing Mix

Economic Influence

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Economic Trends
Domestic and International Trade

Competitive Influence

Market Structure
Competitive Strategy
Competitive Position

Social and Demographic Influences

Demographic Trends
Multiculturalism
Lifestyles
Ecological Concerns

Technological Influence

Advances
Research and Development Investment
Information Technology

Legal and Regulatory Influence

Federal Laws/Regulations
Provincial Laws/Regulations
Self-regulation

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