Last time we saw how marketing drives business strategy and growth. But marketing decisions don't happen in a vacuum - they're shaped by forces both inside and outside your company.

Understanding these influences is crucial for making smart marketing choices.

Engagement Message

Name one internal and one external factor you think most shape a company's marketing decisions.

Internal forces come from within your organization: your budget, team skills, company culture, existing products, and brand reputation.

These factors determine what's actually possible for your marketing efforts. Even great ideas need internal resources to succeed.

Engagement Message

If you had unlimited budget but no skilled team, what would happen to your marketing?

External forces exist outside your control but heavily influence your strategy: economic conditions, competitor actions, changing customer preferences, new technologies, and social trends.

Smart marketers constantly monitor these forces to spot changes that could impact their business.

Engagement Message

Name one recent social trend that has changed how companies market their products.

These forces create opportunities - favorable conditions that could boost your marketing success. For example, when people started working from home, Zoom's marketing opportunity exploded.

Economic shifts, new technologies, or competitor mistakes can all open doors for prepared marketers.

Engagement Message

Can you think of a company that capitalized on a major external change?

The same forces can create threats - unfavorable conditions that could hurt your marketing effectiveness. Rising costs, new competitors, or changing customer habits can all pose challenges.

Kodak faced a massive threat when digital photography emerged, but they failed to adapt their marketing strategy.