External Factors that change Marketing Mix

• Political and legal factors e.g. new laws or political influences can change the marketing mix
• Economic factors e.g. boom/recession can change the marketing mix
• Social e.g. changes in the structure / habits of the population can change the marketing mix
• Technological changes e.g. advancements that effect the way people shop and see promotions
• Competition e.g. greater competition may mean the benefits of the product have to be enhanced