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Marketing Environment

The market environment is a marketing term and refers to all of the forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

Three perspectives of marketing environment:
 Macro environment
 Micro environment
 Internal environment


Macro environment:

This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology.......

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Approximate Word Count: 738
Approximate Pages: 3 (250 words per double-spaced page)

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