Answer to Question 1
C
Answer to Question 2
The external environment encompasses a wide array of important factors that must be analyzed carefully before developing the marketing plan. These issues are so important that most firms have specialists on staff to track emerging trends and develop strategies for dealing with external concerns. These specialists are typically housed in corporate affairs departments.
In its broadest sense, corporate affairs is a collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders (consumers, general public, shareholders, media, government, etc.). One way to think about corporate affairs is that it includes all of the organization's marketing activities not directed at the end users of its products. The activities that define corporate affairs vary; however, most organizations maintain departments that engage in the following strategic activities:
Corporate communications includes activities aimed at telling the organization's story and promoting goodwill among a variety of stakeholders. It includes such activities as public relations, employee relations, corporate image advertising, public affairs, and media relations.
Government relations are activities aimed at educating and influencing elected officials, government officials, and regulatory agencies with respect to key issues that are pertinent to the firm. The most visible form of government relations is lobbying.
Investor relations are activities designed to promote investment in the organization through the sale of financial instruments such as stocks and bonds. It includes such activities as developing the annual report, planning shareholders' meetings, and other customer service activities directed at corporate shareholders.
Corporate philanthropy includes activities aimed at serving the needs of the community at large (either domestically or globally) through product or cash donations, volunteerism, or support of humanitarian initiatives.
Corporate sustainability includes activities aimed at reducing the organization's impact on the environment. It includes activities such as reducing the organization's carbon footprint, recycling of its products, and promoting environmental stewardship.
Policy analysis involves activities designed to influence the national or international dialogue with respect to public or economic policy in an industry-related area. It includes research and analysis designed to provide needed information for making policy decisions.
Example of Health Care Services
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