2022 Volume 22 Pages 7-13
This paper expands on the results of the analysis of external environmental factors that are assumed to have an impact in the marketing domain discussed by Arima in 2020, and analyzes changes in attitudes toward external environmental factors that marketing managers emphasize based on the results of four surveys, including an additional survey in 2020. In the analysis, we used a survey of Japanese B to C companies on the external environmental factors that are important from the viewpoint of marketing managers. The results of the survey were compared and analyzed using an independent analysis of the results for each year of the survey and a time series analysis using consolidated data from the same respondents who participated in multiple surveys. As a result of the analysis, we confirmed that the awareness of external environmental factors among marketing managers in Japanese companies did not change significantly in the COVID-19 disaster, and that there were some items that showed differences between the mean values of the independent surveys and the mean values of the time series data.
