Better Business, 5/e

Objective 12-3 The Marketing Environment

1. Explain how the marketing environment influences a firm’s ability to manipulate its marketing mix.

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Amelia Russo runs an exclusive store that sells interesting and unique dress shoes and handbags for women. She gets much of her stock from Europe, so the value of the U.S. dollar makes a big difference in terms of her total costs. However, the value of the dollar has fallen recently, taking a toll on Amelia’s bottom line. In addition, her shop caters to a wealthier ...