Government policies are very important issues while considering the rate of economic, industry and business growth that influence marketing activities. Favourable Government policies may result in increase in FDI, FII, new competition, merger and acquisitions, private investment and flexible credit terms by bankers to the business enterprises. It is essential for Government policymakers to assess and analyse the effect of Government policy and growth of the economy through enhanced business, hence, marketing activities. This can be effectively done by constant evaluation of the policies in terms of how these policies are influencing the marketing function by analysing various market forces that systematically affect it. Government policies that impact on the R&D and product development or innovation, pricing, positioning, promotions, distribution, customer relationship, labeling, packaging and competition have to be taken into consideration while designing marketing strategies for the company. Government of any country can introduce new policies which can substantially change marketing activities of the company. This book highlights various Government policies that affect the marketing functions and allied activities. It points out the specific areas of marketing functions that are most affected. It suggests for developing a system within the organization to anticipate these policy implications. Finally, the book deals with the formulation of appropriate marketing strategy to sustain and maintain the companies’ position in the marketplace.
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