MGMT100 Chapter Notes - Chapter 2 : Campaign Finance In The United States, False Advertising, Business Cycle
Document Summary
The business cycle can influence the success of businesses marketing strategies for example in time of prosperity, businesses are able to increase production and expand product range in order to capture a larger market share. During economic downturns, businesses should hold focus on what functions consumers want and precisely ensuring these functions are met. By maintaining a high level of marketing during time of recession, coca cola increased market share in mexico by 4%to 6%. Reactive marketers view political influences as beyond their control and simply adjust to conditions arising from those influences. Corporations and trade associations can make so called soft money donations to political parties and thus encourage the development of platforms in support of firm and industry issues. Companies can also contribute in the political process through lobbying to persuade public or government officials to favor a particular position in decision making.
