The factors mentioned above are the changes in marketing environment over time and each one of these factors influence the organisation. Over time companies have changed their strategies from not just concentrating on the production but also improving the customer side and researching into their needs and wants. This shows how these factors have made marketers change their marketing strategies to meet customer expectations. 

Another source of change in the marketing environment is innovation in new products and technologies. (Andrew & Smith, 1996) As stated earlier companies are adapting and focusing more on the customers needs and wants. This has led to companies to bring innovation in their product features. Competition has also increased over time which is forcing businesses to bring in more efficient in their production and processes, so they can compete against rivals. Without the innovation in new products and technologies then organisations would fall behind their competition and would struggle to compete. To keep up with demand it is essential that companies adapt to new technology. Adapting new technology brings change to the marketing environment and impacts how organisations have on their marketing strategies. 

Macro-environmental forces are acknowledged to be an important determinant of strategy selection in marketing. (Nwankwo, 2000) However, their associated uncertainties frequently pose the greatest threat to the strategy-making process.

 

References 

Andrews, J. & Smith, D. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 33 (2), 174-187. doi: 10.2307/3152145.

Sonny Nwankwo, (2000) "Assessing the marketing environment in sub‐Saharan Africa: opportunities and threats analysis", Marketing Intelligence & Planning, Vol. 18 Issue: 3, pp.144-153, https://doi.org/10.1108/0263