Define an external influence.

• A. An influence outside of the business' control
• B. An influence inside of the business
• C. A marketing strategy
• D. An internal process

Answer: (A)

External influence means a factor that comes from outside the business and is usually outside its control. It shapes decisions and performance because you can’t directly change things like the economy, government rules, or what customers want. This is different from internal influences, which come from inside the business, such as the marketing strategies it creates or the internal processes it uses. So the description of an influence outside the business’s control best captures what an external influence is.