There are two approaches which organizations can follow for responding to the marketing environment.
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It views marketing environmental forces as totally uncontrollable and difficult to predict. Organization tries to adjust it’s marketing mix and program according to the changes in the environment by which they can avoid the threat and utilize the new opportunities.
2.) Proactive Marketing:
Proactive marketing uses political, psychological, economic and public relations skills . It influences the environmental forces to the organization’s benefits through political lobbying, financing political parties and elections and using publicity to shape public opinion.