Coca Cola vs. Pepsi Co.

, 2004, p. 41). Americans are changing their dietary habits and companies need to recognize and respond to the growing interest in health (Etzel et al., 2004, p. 41).
             Every company's conduct is influenced often a great deal by the political and legal factors in our society. These forces can be grouped into four categories: monetary and fiscal policies, social legislation and regulations, governmental relationships with industries, and legislation related specifically to marketing. These laws are designed either to regulate competition or to protect consumers (Etzel et al., 2004, p. 41). .
             On the technological frontier, new product research and development can strengthen a firm's competition (Etzel et al., 2004, p. 32). Technology has a tremendous impact on our lifestyles, our consumption patterns, and our economic well being (Etzel et al., 2004, p. 43). Technological breakthroughs can affect the market through the startup of new industries, altering or destroying existing industries, and stimulating markets and industries not related to the new technology (Etzel et al., 2004, p. 44).
             International marketing takes place when an organization actively markets its products in two or more countries (Etzel et al., 2004, p. 55). A firm moves beyond its domestic market into international trade for several reasons which include potential demand in foreign markets, saturation of domestic markets, and customer expectations (Etzel et al., 2004, p. 55). Success in foreign markets is based on understanding the environment in the foreign market and gauging which domestic management practices and marketing-mix elements should be transferred directly to foreign markets, which ones modified, and which ones not used at all (Etzel et al., 2004, p. 56).
             In consumer product marketing, a global strategy is often more difficult to accomplish because of social and cultural differences (Etzel et al., 2004, p. 56). When large geographic areas have much in common, but are quite distinct from other regions because of factors such as climate, custom, or taste, a firm might develop a regional strategy (Etzel et al.