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Marketing Monitoring of the marketing environment is an important method that helps to search for new trends in increasing sales. Managers should take into account internal and external factors that influence a potential consumer. The first group is the personal factors like motivation, learning, and perception. The second group includes external factors, which deal with society, social norms, family and cultural values. It was proved that external factors have a greater influence on the consumers than the personal (internal) ones. Harris Interactive Web site is one of the sources of information, which is dedicated to identifying the main marketing trends.
It is a well-known fact that America has an overweight population. Recently the problem of obesity has become more important than during the previous half of the century. The 2004 increasing figures show that over 80 % of the nation is overweight up from 58 % in 1983. The statistical results made by Harris proved those figures. Obesity often causes heart diseases and hypertension, asthma and osteoarthritis. The food industry, health care and sports industries are the main beneficiaries of the obesity problem.
Harris indicates that 60 percent of people surveyed said they wanted to lose weight and go and do sports trying to loose weight and keep their body in good shape. The manufactures of sports clothing and equipment will starting to make good profits out of increasing sales for such type of consumers. The number of gyms and trainers will increase greatly in order to satisfy the demand of the newcomer. Another important industry, which gains revenue is the food industry. It is clear that overweight people need more food to appease their hunger. This also means that production of food should be increased proportionally to the figures of rising level of the overweight people.
The next sphere receiving profits from obesity problem is the health care. As it was mentioned above, the obesity can lead to different types of diseases, which need treatment to keep more or less healthy state of the overweight body, to diminish the risk of heart strokes and even death. There is a necessity for professionally prepared staff and new larger-size equipment to fit the overweight patients. Another interesting question that Harris tries to answer is Whom do Americans trust?
The survey tells the most trustworthy are priests and clergymen, the second place is taken by teachers and doctors, and police officers hold the 3 rd position. Some occupations like trade union leaders, business leaders, and journalists are less trusty. This statistics has not changed in comparison with the results of the 1998. One more research by Harris Poll concentrates on how Americans spend their leisure time. The most popular American activities are: watching TV, gardening, reading, fishing. It is marketers job to advise the industries on how to increase production of certain types of goods, which will supplement the leisure activities.
It is interesting that the mentioned-above activities have stayed fairly consistent over the years. One of the good examples of how marketing professionals have contributed to the industries growth is expansion of publishing and movie production. This can be explained by the fact that reading and watching TV has topped the scale over twenty years. The above-mentioned trends in modern business should be researched and followed closely. These trends supply information for the marketers who are enabled to use the results of researches and develop management strategies. Therefore, marketing success is closely connected to the statistical results and social researches because they are a good source of information on the actual consumption needs.
Moreover, they open horizons for the new business opportunities. References: web (n. d. )
Free research essays on topics related to: health care, overweight, watching tv, food industry, external factors
Research essay sample on External Factors Watching Tv
