Consider the following statement: “Consumers can walk into a store, s

QUESTION

Consider the following statement:

“Consumers can walk into a store, see a product they like, then type the model number into an app that compares the price with that of other retailers, find the product cheaper, and order it immediately via the phone from a competitor.” There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe?
A) global forces
B) economic forces
C) legal and regulatory forces
D) competitive forces
E) technological forces

ANSWER

Answer: E
Explanation: E) Technological forces consist of influences both highly visible that affect retailing (such as the introduction of smartphones) and less visible that affect manufacturing and distribution (such as factory robots), which change the nature of delivering goods and services. Example: Users of Android cellphones have struck fear into the hearts of retailers because consumers can walk into a store such as Best Buy, see a product they like, then type the model number into an app that compares Best Buy’s price with those of other retailers, find a cheaper product, and order it immediately via the phone from a competitor.