Whatever the motive or reason for existence of a business, it remains within its role to convert inputs into outputs. Also, it handles creating a good impression to customers and at the same time earn the desired profit or any other goal attached its existence (Botha et al., 2008). However, making all ends meet is not always a simple procedure. That is because, the business does not exist in a vacuum. Rather it exists within an external environment which consists of the hurdles created by other players who are outside and off the control of a business. As such, the marketing of Positive ID will not be an exemption. It will function within some forces. The external marketing environment is also called the operating environment that refers to the collection of market conditions that surrounds the sale, the thriving and success of a commodity at the market.
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