Lind an example of how each of these factors has led a business to change its marketing approach. (for example under innovation you could consider the existence of social media advertising as a channel to reach customers, under ethics consider whether cigarette advertising or advertising sweets to children is now considered acceptable or even legal, under culture consider how a global fast food chain should adapt its marketing or brand name to be culturally sensitive) Factor What has changed in what market? How has your example business responded, how is its marketing different Changing customer preferences Innovation Ethical considerations Cultural differences