The attitudes and reactions of people, social critics, and governments all affect the political environment. Consumers in the same country usually share a common political
environment, but the political environment can also have a dramatic effect on opportunities at a local or international level (pg. 189).
Strong sentiments of nationalism ”an emphasis on a country's interests before everything else ”affect how macro-marketing systems work. They can affect how marketing managers work as well. Nationalistic feelings can reduce sales ”or even block all marketing activity ”in some international markets (pg. 189). A good example is Japan and how difficult the Japanese government has made it for other