Chapter 2 : Marketing environment

Definition
The actors and forces outside marketing that affect
marketing management’s ability to develop and maintain
successful transactions with its target customers.
customers

Marketing Environment

 Internal Marketing Environment/Microenvironment

Definition : Consist of the forces close to the company
that affects its ability to serve its customers.
Example :
1. Company
2. Suppliers
3. Marketing Intermediaries
4. Customers
5. Competitors
6. Public

 External Marketing Environment/Macroenvironment

Definition : Consist of larger societal logical, political
and cultures forces.
Example :
1. Demographic Factors : Size, density, location, age, gender, race, occupation
2. Economics factors : Consumer’s income, inflation, recession
3. Technological & Resources Factors
4. Political & Legal Factors
5. Competitive Factors
6. Social Factors