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They encompass the marketing mix, ethics, corporate culture, and diversity. The company should ensure that the internal factors are conducive to and support the marketing message that they are trying to convey. If a company's advertised benefit is excellent customer service, employees need to be empowered to take care of customer concerns quickly. If the organizational structure is vertical, the internal factors may not be in line with the message and will create dissatisfaction among consumers. External factors are factors such as the culture or social standards in a community, the economic status of the nation, technological advances, legal parameters, the competitive landscape, and ethics...
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