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Explain the macro-external environment, and how this affects the marketing activities of Sony Ericsson, a major player in the mobile phone industry.
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The marketing environment is "the external world in which the organisation and its potential customers have to exist, and within the context of which marketing decisions have to be made" (1). Throughout this essay, I will explain the macro-external environment, and how this affects the marketing activities of Sony Ericsson, a major player in the mobile phone industry. (2) The macro-external environment includes external factors that are usually beyond the firm's control, but certainly influence it and its marketing strategy. In order to satisfy customers' present and future needs, the company has to be able to analyse the external environment and clarify which influences and their implications are most important. One way of analysing the external environment of an organisation is by conducting a "STEP" analysis (each of which will be discussed in detail), a positive and opportunistic acronym given for the following macro-external environment factors: * Socio-cultural * Technological * Economic/Competitive * Political/Legal The marketing mix...
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