State Intervention and Market Opportunity: The Case of Environmental Control

Introduction Government is now clearly one of the most important external variables that affects the market development of both consumer and industrial products. Intervention has frequently occurred through control on prices, advertising, sales promotion and product quality, through a variety of agencies involved with anti‐trust and consumer protection. Government legislation however may also affect change and generate new product markets more directly. This article is concerned with the possible adaptation of the marketing concept and strategies to take account of these important influences in one specific area—that of environmental control—this is important per se but may also provide useful guidelines for marketing strategists in other fields.