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The Marketing Environment

The environment forces that affect the company's ability to serve its customers
1. External Environment
2. Internal Environment

External Environment
Macro Environment: consist of larger societal forces that affect the entire microenvironment. The six forces making up the company's microenvironment
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural Forces

Demographic is the study of the characteristics of human populations.
• Age structure
• Shifting family profiles
• Geographic population shits
• A better educates and more white collar population and increasing diversity

Economic Environment consists of factors that affect buying power and patterns
• More consumer concern for value
• Shifting consumer spending pattern
Consumers are seeking greater value just the right combination of good quality and service at a fair price.

The natural of environment show three major trends:
•......

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Approximate Word Count: 290
Approximate Pages: 2 (250 words per double-spaced page)

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