To be truly consumer oriented a business must monitor its environment and develop a sound understanding of market research and buyer behaviour . With ever intensifying competition a business must closely monitor the activities of the competition. Marketing driven companies realise that they cannot ignore changes in the environment or take things on face value. A primary feature of a firm's marketing effort must be the frequency with which it asks questions and seeks answers to these questions. Market Forces - a range of forces shape the marketing environment.
Some forces have a more direct impact on a business, other forces impact more indirectly.
An example of direct forces are those that stem from the marketing triangle such as consumer and competitor activity. Some of the less direct, yet still important forces may relate to broader 'macro' environment changes such as shifts in culture , the economy or technology.