Businesses large and small are affected not only by their own internal factors, but also by environmental factors over which they have little if any control. Marketing decisions must take into account these environmental factors to create an accurate picture of the marketplace and the company's standing within it. To ignore the outside factors is to set yourself up for failed marketing and lost revenue that can, in turn, affect the health of your entire brand.

Economic Factors

Local, national and global economies are perhaps the greatest environmental factor to be dealt with for any small business. When times are good, sales are up. When times are bad, the focus on your marketing strategies and promotional methods should multiply many times over. Both local and national economies can influence marketing decisions by determining how much expendable income your consumer base has to spend and how much fear they may have about spending it.

Businesses that deal with necessities are less likely to be seriously affected by downswings, although a reassessment of the product line and its price point may be in order. Businesses who cater to an industry driven by elective purchases can see far more serious negative effects from an economic downturn.

Laws and Government

Changing laws affect all aspects of business, marketing included. New taxes on business can affect your bottom line and require a reduction in the amount of marketing you produce. New restrictions on purchases can affect your customers' ability to shop for your brand. New laws governing consumer age limits, licensing requirements or any number of other factors can place limits on the consumer and hinder your opportunities to sell. In some cases, new laws can be directed at controlling your marketing efforts directly. For example, privacy laws may remove valuable access to consumers and cause a change in marketing strategy altogether.

Supply Lines

Product supply lines are affected by factors such as weather, natural disasters and the cost of fuel. When your product supply is affected, so is the way you market your products. If supply costs suddenly double due to political issues abroad, you may have to change your marketing from a price-focused approach. You also may have to put major marketing initiatives on hold until the supply becomes more reliable or costs level out. On the other hand, if supply costs suddenly drop due to cheaper labor and a struggling job market, your marketing may be able to shift focus to the great deals to be had.

Market trends can change the entire direction of your businesses marketing with very little notice and to great effect. Trends can be the result of endorsements, fads or any sudden change in consumer preference or buying habits on a large scale. When trends change, your marketing must respond to position products and the brand itself in a new light to remain a valid option for the consumer and not fall out of favor. For example, you have been touting your brand of widgets as the most stylish available for the past 10 years but the market suddenly trends strongly toward high-tech over style when it comes to widgets. It is up to your marketing to reposition your widgets as technologically advanced and viable in the new market climate.