In fact, it can be very costly for an organization to lose customers. Think about a grocery store. Say you have to buy groceries every week. Suppose a rude clerk caused you to stop shopping at that grocery store. Suppose the same rude clerk caused four other people to stop shopping there.
Lasting relationships are very important to long-term success.
Many external factors affect the marketing environment. Political and regulatory forces have greatly impacted many industries. Technological improvements also affect marketing in many ways. Better products, production methods, and even whole new industries rise from technological improvements. Marketers have to take both competition and the economy into consideration.