Executive Summary This report will evaluate the marketing strategies that management may use in responding to influences on marketing such as consumer laws, ethical and factors influencing customer choice and explain why a mix of promotional strategies such advertising, personal selling and relationship marketing, sales promotions and promotions and publicity relations is important in the marketing of goods and services. Factors influencing customer choice: Factors influencing customer choice is what persuades an individual to buy a certain product or service. The four main factors that influence customer choice are: Psychological influences Economic influences Sociocultural influences Government influences Psychological influences are influences within an individual that affect their buying behavior. The five main psychological factors that influence customer choice are perception, motives, attitudes, personality and self-image. In response to this influence, management will use psychological segmentation, as it is able to divide the total market according to personality characteristics, motives, opinions, socioeconomic group and lifestyle. This will allow businesses to develop and market their products better as there will be a more precise match between the product and each consumer needs and wants. Qantas aims to better meet the needs of all its customers to compete more effectively. Economic influences have a major impact on both consumer and businesses because they influence a business’s capacity to compete and a customer’s willingness and ability to spend. The best strategy to use for this influence will be price penetration, which occurs when a business charges the lowest price for a product or service. It benefits both business and consumers as it allows business to increase in market share and is affordable to consumers. It can create good will among the early adopters segment and can create trade through word of mout