E$-$cigarettes

In $1964,42\%$ of Americans smoked, but now that rate has dropped below $20\%.$ Smoking inflames non$-$smokers and claims the lives of more than $400,000$

smokers each year, so the new electronic cigarette is a welcomed alternative. Electronic cigarettes, called e$-$cigarettes, are battery$-$powered devices that emit a

vapor from nicotine, flavorings, and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine vapor in places where smoking is not

allowed. The product has been touted as a means to quit smoking as well.

However, critics, especially the Food and Drug Administration, claim that "vaping" poses risks. In fact, the FDA claims its tests revealed'a toxic chemical that is

found in anti$-$freeze as well as other carcinogens. The FDA blocked a shipment of the product from China and banned the sale of this product in the United

States. In addition to the safety issue, the FDA is concerned that children might be attracted to this product because they come in flavors other than traditional

menthol, such as bubble gum, chocolate, and strawberry.

Marketers of the e$-$cigarette claim that they are not marketing the product to children, particularly because a starter kit costs over $$100.$ The FDA wants this

product to go through the same rigorous testing that drugs must go through before being marketed. However, the FDA's authority over this product is questioned.

While Congress has recently given the FDA authority over tobacco products, this is not a tobacco product and the Electronic Cigarette Association is fighting the

ban.

Who is the target market for E$-$cigarettes?

Based on the above information, for each of the five macro$-$environmental forces listed below give an example of a force that might affect the marketers of $E-$

cigarettes.

Technological factors

Economic factors

Political & Legal factors

Competitive factors

Social$/$cultural factors