Applied Managerial Marketing Unit 1 Discussion Board 2

Which of the environmental factors do you feel is the most critical, and why?
The technological variable is the most critical environmental factor in a marketing plan.
Technology provides different ways of dealing with business functions and core competencies.
Due to its features and nature, technology makes it possible for a business to perform many
functions by providing wide applications of marketing. Technology impacts marketing positively
specifically when integrated with elements of marketing such as the selection of target segments,
positioning, understanding consumer behaviour, market segmentation, managing marketing
campaigns and sales as well as understanding market dynamics. The business environment will
be characterized by globalization, dynamism, and information, and its success and efficiency will
largely depend on how it will react and its flexibility to market changes (Alghamdi & Bach,
2014). Effective marketing strategies in the modern business world revolve around the ability to
establish a marketing relationship between the concur and the company. Technology is critical in
establishing and sustaining such a relationship and is thus the most critical environmental factor.
What might someone with an opposing viewpoint think is the most important?
Someone else might say that cultural variable is the most critical environmental factor in
a marketing plan. They may argue that in today’s world, cultural indicators are the building
blocks of culture in an increasingly globalizing world. They have a significant effect on the very
dynamic consumer tastes and preferences. Cultural values have a direct impact on consumer
needs and buying behaviours (Öztürk, 2013). Such factors must be taken into consideration and
researched when creating a marketing plan.
Given this opposing argument, how would you argue your opinion?

Culture, just like other environmental factors, is important. They, too, should be
considered when coming up with a marketing plan. However, the most critical of them all is the
technological factor. It is critical because it helps a business to understand the cultural dynamics
of its target market. Through technology, it is possible to know the tastes and preferences of the
target market. Social media is one element of technology that has greatly enhanced the
interaction between consumers and businesses. Therefore, even though the cultural factor is
important, the technological variable is the most critical environmental factor.
What solutions should be considered as you seek to develop a sense of ownership of your
plan?
The development of a sense of ownership for the marketing plan will start by first doing a
situation analysis. The plan needs to be a reflection of the real situation of the business. Thus, in
the beginning, it is important to conduct a SWOT analysis which will reveal the strengths,
weaknesses, opportunities and threats of the business. Secondly, every business needs a target
market profile. Thus, in creating a marketing plan, it is important to develop a target market
profile which will entail the estimated demand, a demographic portrait of the target market, as
well as purchase motivation. After researching on such critical information, it will be possible to
develop a sense of ownership of the plan.
What solutions would you recommend to the board, and why?
I would recommend that the board sets clear marketing objectives. These should be
realistic and attainable, and the targets should have a clear time frame. That way, it becomes easy
to come up with a realistic marketing plan that shows exactly what will be done ad the time it
will take to accomplish the task.

Is a compromise feasible?
Yes. Through the negotiations, we are likely to have opposing viewpoints. I am a
marketing consultant, who is highly regarded in this field, and Eleanor, on the other hand, comes
in as a technical expert. Given our different areas of expertise, then our opinions are likely to
differ, making a compromise feasible for the highest benefit of the company.

References

Alghamdi, S., & Bach, C. (2014). Technological factors to improve performance of marketing
strategy. AISEE report.
Öztürk, A. (2013). Importance of Social and Cultural Environmental Factors in International
Marketing Strategies; Example of Turkish Market. International journal of
multidisciplinary thought.