Empirical Analysis of Environmental Factors in Marketing

Abstract

This paper analyzed the environmental factors that managers value in marketing. We arranged and specified environmental factors from previous studies. Using internet surveys, we analyzed the trends of Japanese B to C companies. The hypothesis set the difference in the importance of environmental factors between type of industry and size of company. The analysis revealed that marketing managers of these companies focused on different environmental factors depending on type of industry and size of company. The survey revealed the priorities of environmental factors for the companies. Furthermore, we suggested management diagnosis.