Social / Cultural values have greater impact than Technology on marketing activities/strategies. Refute or support this claim.
The forces in the marketing environment are divided into two category called microenvironment and macroenvironment. The forces in microenvironment are customers, competitors, suppliers and partners while forces in macroenvironment are economic, social and cultural, competitive, legal, political and technological. It is important for marketers to scan the environment because the forces will affect their development and to maintain successful transactions with their target customers. Cultural values are beliefs and values passed on from parents to children and are reinforced by schools, churches, business and government. Those values are high level upholding. In interacting with other cultures, this matter occur for businesses. From Marketing/Kolter, Brown, Burton, Deans, Armstrong, stated that "for example, Australians and New Zealanders are said to value equality and a 'fair go' for others." These beliefs sculpt more specific attitudes and behaviours found in their daily life. Technology force is a technological innovation that can sudden effect the marketing environment dramatically. The released of technology keep on replace the older technology, this innovation will cause entire product categories obsolete. Examples from Marketing/Kolter, Brown, Burton, Deans, Armstrong, "The car hurt the railroads, xerography hurt the carbon-paper business, xerography is being hurt by laser photocopiers, emails are hurting postal services, and video-conferencing is hurting the airline industry." These forces are an opportunity for marketers who scan the environment while for the marketers who did not it will become a threat. Marketing activities are activities such as establishing a product or service portfolio, setting price, establishing distribution points, and creating promotions. These also known as 4Ps are referred to as the marketing mix. The factors that influence company's marketing activities are due to the forces in marketing environment. The