1 The level of turbulence in the marketing environment will vary between firms operating in different markets. For example, the marketing environment of an undertaker has not been,
and in future is even less likely to be, as turbulent as that of an electronic goods manufac-
turer. An of recent trends might be adequate for the former type of business,
but the latter must seek to understand a diverse range of changing forces if it is to be able to accurately predict future demand for its products