In view of the dynamic nature of the marketing environment to what extent do you consider consumers to be in practice central to marketing activities?

... In view of the dynamic nature of the marketing environment to what extent do you consider consumers to be in practice central to marketing activities? There are a number of definitions of marketing; the majority of them revolve around the concept that the consumer is of great importance to the 'well-being' of a firm. The consumer must therefore be at the centre of all its activities. However in the world that we live in, at times firms seem to forget this ideology and create certain trading circumstances which affect the marketing environment in a negative manner. A company's marketing environment is described as: "the actors and forces external to the marketing management function of the firm that impinge on the management's ability to develop and maintain successful transaction with its customers." (Kotler 1997) It is of paramount importance for a company to evaluate its environment in order to identify any trends that

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