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Marketing Environment

Definition

A companys marketing environment consists of the


internal factors & forces, which affect the companys
ability to develop & maintain successful transactions
& relationships with the companys target
customers
- Philip Kotler

Objectives

Know the environmental forces that affect the


companys ability to serve its customers

Realize how changes in the demographic and


economic environments affect marketing decisions

Identify the major trends in the firms natural and


technological environments

Know the key changes in the political and cultural


environments

Understand how companies can react to the


marketing environment