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To over come this firm sets its marketing approach, also known as the Four P's (appendix 1); around the Macro-environment to ensure that a firm's product is an overall success. The Four P's approach has been criticized arguing, "That they do not take sufficient account of people, process and physical evidence." This therefore questions the reliability of the approach. In relation to the Macro-environment, a firm is able to do a PEST analysis of the factors to see how these will affect the business and its product.
This essay will consider the white goods market and how the Macro-environment affects its marketing approach...
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