Environment refers to the surroundings, grow a company to distribute to other

conditions and influences in which living countries. Understanding the international

organisms exists. In the similar way, environment also includes knowing how
organisational environment is a sum total of international policies affect trade between
eventscircumstances and objects that countries.
influence the organisation. Therefore, it si
imperative to understand the influences that
the environment has over the organisation.
This is possible by goingthrough thekey
features of the market environment.There are
various environmental factors which directly
influencethe marketing activities and
decision-making abilityof the organisation.
These factorscombine to form the marketing
environment.According to Philip Kotler,
"Marketing environment refers to external
factors and forces that affect the
company'sability todevelop and
maintainsuccessful relationship with its
targetcustomers. FactorsAffecting Marketing
Environment 1. Socio-cultural factors Socio-
cultural factors are those that influence the
preferences of a company's consumers in
relation to their culture, traditions, habits, or
values. The socio-cultural environment
changes frequently and requires close
attention from marketers. Businesses which
understand their socio-cultural environment
can ensure that their marketing is relevant to
their consumers and suit their cultural
sensibilities. Elements of gender, social class,
and religion all contribute to the socio-
cultural environment in which a business
operates. 2. Economic factors The economic
factors of a macroenvironment comprise the
forces of the economy which influence a
business' operation. These factors can be the
revenue, costs, or profits a company makes.
For consumers, how willing they are to spend
their money on a product or service is an
economic factor which affects the businesses
they patronize. The rate of inflation, interest
rates, and import and export policies can also
influence how marketers approach their
audience. Governmental fiscal activity often
has a profound effect on the economic factors
that influence marketers. 3. Technological
factors Another factor which affects
marketers is the technology which the
business uses in its production and marketing
efforts. Technology integrates with many
areas of a business, including
communication, manufacturing, transactions,
and transportation. Marketers who're aware
of changes to the technology available to a
business and its consumers can take
advantage of the affordability and efficiency
that new technological developments can
offer. 4. International environment Many
industries span across multiple countries and
involve the exportation and importation of
products, equipment, or materials. Because of
the globalization of many industries, the
international environment has a profound
influence on how marketers source and
distribute their products. Marketers who
understand international demand and supply
may be able to expand business overseas and