P/M/55. Why is it so important for academics and marketing managers to understand the impact of external influences on consumer behaviour?

Conclusion: The fundamental theory behind the importance placed on external influences by marketers has been clearly explained by Kotler, "Thus we see that understanding the consumer buying process is the foundation of successful marketing . . . By understanding the various participants in the buying process and the major influences on their buying behaviour, the marketer can develop an efficient marketing program to support an attractive off to the target market," (Kotler, 1972, p.260). This is an unrealistic notion for marketers to have as it is near impossible for academics, let alone marketers, to gain the knowledge needed from consumers for successful marketing when so many variables are involved and are forever changing the consumer and their behaviour in the market place.