Marketing mix and marketing environment are the two parts of the marketing process marketing

mix is internal to the firm while the environment is external and by using the marketing mix the firm
harnesses the environment.

Why analyse the marketing environment?

A. knowledge of marketing environment is a Central to marketing management:
Marketing management rests squarely on the knowledge of the marketing environment.
environment plays a crucial role in marketing and securing Right Fit between the environment
and the firm, using the marketing mix as the tool, is the Crux of marketing.

The firm has to know where the environment is heading, what trends are emerging there in and
what should be its response to that environmental changes only by analysing the environment,
can the firm grapple with these issues.

B. Strategic response to environment is possible only with proper environmental analysis:

Facilitating the corporations strategic response to the changes taking place in environmental
factors is the ultimate purpose of environmental analysis. The firm has to come up with
alternative programs and strategies in line with environmental realities. Proper environment
analysis helps strategic response by highlighting the opportunities, and it helps assess
attractiveness and probability position of these opportunities, and helps prepare a short list of
those which are relevant to the firm and which can be pursued by it.

C. spotting the opportunities and threats

Spotting the opportunities and threats is the central purpose here. it is in the environment that
the firm finds its opportunities and threats it has to encounter. it is by tapping the opportunities
present and countering the Threats embedded there in that the firm achieves its growth
objectives. the starting point is thus to spot the opportunities and threats.

D.