2. POLITICAL FACTORS
How politics influence on the businesses,
competition, money value and customers?
This can be studied with following questions:
How stable is the political environment?
Will government policy influence laws that regulate or
tax your business?
What is the government's position on marketing ethics?
What is the government's policy on the economy?
Does the government have a view on culture and
religion?
Is the government involved in trading agreements such
as EU, NAFTA, ASEAN, or others?
3. SOCIAL AKA SOCIOCULTURAL FACTORS
What is the dominant religion / culture / trend?
What are attitudes to foreign/domestic products and
services? (in tourism: tourists/foreigners)
How much time do consumers have for leisure?
What are the roles of men and women within society?
How long are the population living? Are the older
generations wealthy?
What is the social and educational status in general?
Do the population have a strong/weak opinion on green
issues?
In foreign trade: how important are the language skills?
4. TECHNOLOGICAL FACTORS
Does technology allow for products and services to be
made more cheaply and to a better standard of quality?
Do the technologies offer consumers and businesses
more innovative products and services such as Internet
banking, new generation mobile telephones, etc?
How is distribution changed by new technologies e.g.
books via the Internet, flight tickets, auctions, etc?
Does technology offer companies a new way to
communicate with consumers e.g. banners, Customer
Relationship Management (CRM), etc?
How important is technology in creating images,
reputation or marketing (e.g. Tripadvisor, FB)?
6. GLOBAL TOURISM
Tourism demand depends above all strongly on
the economic conditions in major generating
markets.
When economies grow, levels of disposable income
will usually also rise. A relatively large part of
discretionary income will typically be spent on
tourism
A tightening of the economic situation on the other
hand, will often result in a decrease or trading
down of tourism spending.
8. TOURISM IN FINLAND
• Finland was visited by 7,3 million foreign
tourists 2011
• 5,5 million overnight stays were registred
(24,6 mill. Unregistred)
• Income from tourism balance was 2,7 billion
euros
• Top countires were :
Russia 23%
Sweden 10%
Germany 10%
Great Britain 7%
9. TOURISM IN FINLAND
Vuosi GNP mill. € Export product and
services mill. €
Income from
tourism balance
mill. €
The share of income
balance from the export
of p & s
1990 89 316 20 123 752 3,7 %
1995 96 064 35 037 1 200 3,4 %
2000 132 195 57 606 1 529 2,7 %
2005 157 429 65 744 1 757 2,7 %
2010* 179 721 72 099 2 189 3,0 %
2011* 191 571 74 870 2 768 3,7 %
GNP: Gross National Product is the total value of all final goods and services produced within a
nation in a particular year, plus income earned by its citizens (including income of those located
abroad), minus income of non-residents located in that country. GNP is one measure of
the economic condition of a country, under the assumption that a higher GNP leads to a
higher quality of living, all other things being equal.
TOURISM BALANCE: As an item in the Balance of Payments, Travel (Tourism balance) accounts
indicate the ratio between the receipts and expenditure of international tourism of a given country.
The balance is positive when receipts from non-resident tourists (credit) are bigger than the
expenditure of resident tourists abroad (debit). The balance is negative when debit exceeds credit.
10. RELATIONSHIP BETWEEN HOUSEHOLDS AND COMPANIES
HOUSEHOLDS
COMPANIES
Sales proceeds
Commodities
Production factors
(LABOUR)
Income from
production factors
11. RELATIONSHIP BETWEEN HOUSEHOLDS, COMPANIES AND
BANKS
HOUSEHOLDS
COMPANIES
Sales proceeds
Income from
production factors
BANKS
Savings Financing
Investments/Loans
12. Consumer pays
for products
HOUSEHOLD
PRODUCER
COMPANY
FACTOR MARKET
Exchange of services
PRODUCT MARKET
Exchange of commodities
Consumer buys
products
Company
gives loans
and pays
salaries
Consumer gets
salary and loan
Consumers
own
products
Companies
get workers
Companies
produce
products
Consumers
work
The color green describes the movement of money
The color blue describes movemet of products and labour
13.
14. RELATIONSHIPS BETWEEN HOUSEHOLDS, COMPANIES, BANKS AND THE
PUBLIC SECTOR
HOUSEHOLDS
COMPANIES
Sales proceeds
Income from the
production factors
BANKS
Savings Financing
Investments/Loans
The public sector
Taxes
Taxes
Subventions,
supports,
transfers
Subventions,
supports,
transfers
15.
16. RELATIONSHIP BETWEEN HOUSEHOLDS, COMPANIES, BANKS, THE PUBLIC SECTOR AND
FOREIGN COUNTRIES
HOUSEHOLDS
COMPANIES
Sales proceeds
Incomes from
production factors
BANKS
Savings Financing
Investments/Loa
ns
The public
sector
Taxes
Subventions
and support
Taxes
Subventions
and support
Foreign
countries
Foreign debt
Export costs
Export costs EU
Membership
costs
Aid
19. ECONOMIC FACTORS
Here marketer studies a trading economy in the
short and long-terms on domestic and/or
international markets and tries to foresee its
affects to business and demand
Interest rates
Economic fluctuations
Employment level and its development
Taxes and their development
Raw material and its price
