The ability to draw customers towards products of offer is a major challenge even for the best marketers. The attractiveness and characteristics of a product are born out of the feedback by the consumers. For consumers to prefer a product to the others, they have to appreciate the satisfaction gained from the specific product. Thus, marketers have to present the appropriate product to the suitable consumers as a way of ensuring success of the product in the market.


Successful businesses are built on the solid base of good customer relations. For a beneficial relationship with consumers, it is imperative to understand the characteristics of their needs in order to design the products on offer to fit their needs and wants. Such ample knowledge is necessary for decision-making and relevance in the dynamic market place.           

Globalization has influenced the way individuals do business within and outside their countries (Kaynak, 1993). As a result, the marketing environment is characterized by influences of global community. The magnitude of the influence differs from place to the other. Generally, the marketing environment in any scenario is characterized by influences of the characteristics of the population. The marketing environment is defined as “the actors and forces outside marketing that affect marketing management’s successful relationship with target customer” (“Marketing environment”, web).

In the marketing environment in any location is characterized by three aspects: the internal. Micro and macro environment. The internal environment comprises Men, Machinery, money, Markets and Materials. The characteristics of each vary from geographical location. Chin a, the most populous country has its varying characteristics compared to the US. In the US, labor is considered a constraint to business owing to the scarcity of labor. Minimum wage laws have also hampered the attractiveness of labor in the country thus leading to outsourcing of labor.           However, in China, labor is readily available and cheap. All levels of skills and competence are present at favorable costs. Materials and machinery are readily available in both locations although the availability of material is more pronounced in China than in the US owing the level of exploitation (Yeung, 2007). The availability of capital in the US has contributed to the increased investment both on and offshore. Thus, the US is involved in capital exportation.

Social and cultural factors are major determinants of the environment in relation to the characteristics of men as posited by Doole & Lowe (2008). Unlike the US, a large portion of the population in China lives in rural areas owing to the fact that they are engaged in farming as outlined by Kaynak (1993). Owing to this factor, most of the expenditure is channeled towards consumption. In the US, price levels are set by market forces due to the liberal business environment. However, in China the influence of the government is felt in most aspects of business including the types of goods consumed as well as the price levels. Suppliers’ relations in China are tied to social ties while the US has experienced a migration from social constraints when doing business. However, the Chinese population is smoothly rising above social barriers (Pan, 2000).

The US has migrated towards the service provision industry in the recent past. As a result, the availability of marketing intermediaries is assured in the US. For a long time, the US was the home of capital resources. However, the Chinese were reserved to domestic capital sources thus the slump in growth. Similarly, of late, the country has opened to financial markets to foreigners, although the rate of uptake is still low.

According to Marketing Environment (web), competition is the US is stiff with most business relying on non-price factors to gain an edge against their competitors. Most businesses are targeting customer loyalty for long-term relationships instead of improving revenues on a one-time basis. On the other hand, the social and political networks present in chine have an impact on characteristics of competitors (Yeung, 2007). State control and family ties determine the actions of competitors. State control is felt in the media in China with the authorities having in more than one occasion banned consumption of some products in its markets. As a result, the difference between China and the US regarding the media are prominent; owing to the fact that press-freedom is upheld.

The demographic characteristics of the US and China vary. The population of the US is composed of more generation X while China is comprised of large composition of generation Y (Pan, 2000). The difference in the marketing challenges depending on the age of the targeted market. Related to the dynamicity of the population is the technological environment. The rate of change of technology is appalling in the US thus necessitating strategies that accommodate the change.

The cultures of both countries also present a major difference in the environment. The culture of the US tends towards liberal and individualistic characteristics (Kaynak, 1993). Thus, the decisions of each individual are not reliant on that of others. As a result, the marketer has to appeal to the needs of each individual separately. However, in China, the decision of one individual has a major impact on the others. As a result, appealing to certain individuals is the best way to achieve a market base. The culture also determines the type of goods consumed by the population as posited by Yeung (2007).


There are companies that make things happen to their advantage, others that watch as things happen and others with no idea what happens. As a result, it is priceless for each organization to understand the environment in which their products will be launched. By so doing, the products will be geared towards addressing the changing needs of the consumers.

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