The potential impact of pressure group activity on the marketing mix
A pressure group is a group of people who try to influence business activity in the interests of their members and supporters., also called Groups of people who share a common interest in an issue or problem. They often lobby the government to try to achieve their cause. Also called pressure groups., are groups of people who share a common interest and try to influence the decisions made by businesses, organisations or governments.
Many pressure groups try to influence businesses to behave more Relating to right and wrong, eg ethical companies are often ones that act in a responsible way. or to act in a more environmentally friendly way. They can do this in a number of ways:
- To try to influence decisions made by businesses, organisations or governments.
- organising a To refuse to take part in, buy or use something in order to show disapproval or bring about a change. of a business or a particular product
- Promotional activity that encourages consumers to share content between themselves on the internet.
The actions of these pressure groups can influence all four aspects of the marketing mix of a business. For example:
- product - change the product, eg using rubber from ethical suppliers to protect the Amazon rainforest
- price - change pricing strategies, eg to make ethical products a realistic choice for consumers
- place - change distribution methods, eg using delivery vehicles that pollute less
- promotion - change the way a product is advertised, eg promoting environmentally-friendly products