Every organization works within the marketing environment and its present and future existence, profits, image, and positioning depend on its internal and external environment (Online 4). P. Blythe mentions that ‘no business operates in a vacuum’ as well explaining that the decision-making process is happening within a context of competition, customer characteristics, behaviour of suppliers and distributors, and of course within a legislative and social framework (Online 6). It is impossible to manage the exchange process between the company and customers without considering the effects of customer-based decisions on other people and organisations, more specifically, the stakeholder is any individual or organisation affected by the company’s activities – suppliers, competitors, customers, governments, other agencies; all of these have direct or indirect influence on marketing decisions (Online 6). To conclude, a successful marketer has to
● be aware of the current and possible scenario of the company;
● understand the customers and competitors;
● be aware of all the trends;
● be sure that his business is safe from future threats;
● to catch the beneficial opportunities in order to build and maintain an effective business company. (Online 4).
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