We can't downplay the benefits of defining and monitoring our marketing environment. Still, there is only so much we can accurately predict. Even with technological advancements, predictive software tools, and a keen eye on the marketing environment, some changes can't be forecasted or controlled. Techniques that work in one marketing environment may not work in the next. For businesses operating in multiple regions, this may prove a considerable challenge. The speed of change in the macro marketing environment may make it seem unnecessary to monitor and predict the environment. Business and marketing teams must stay nimble, accept changes quickly, and leverage their customer service and satisfaction strengths to maintain business success and a positive marketing environment. 

MAJASA Investment Ghana Ltd is a global brand and hopes to enter the Ghanaian market and start its operations this year…there is therefore the need to understand the marketplace. The financial marketing environment consists of an internal and an external environment. The internal environment is company-specific and includes owners, workers, machines, materials, etc. The external environment is further divided into two components: micro & macro. The micro or the task environment is also specific to the business but is external. It consists of factors engaged in producing, distributing, and promoting the offering. The macro or the broad environment includes larger societal forces which affect society as a whole. It is made up of six components: demographic, economic, physical, technological, political-legal, and social-cultural environment. 

As the head of marketing research, extensively analyze the Ghanaian external financial marketing environment to be able to serve and delight your customers

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QUESTION 4 The MAJASA investment team should heavily research the Ghanaian financial marketing envir... View the full answer