UNDERSTANDING

MARKETING ENVIRONMENT

MICRO MARKETING ENVIRONMENT

 WHAT IS MARKETING ENVIRONMENT
• Marketing Environment is the combination of external and internal
factors and forces which affect the company’s ability to establish a
relationship and serve its customers.
• The marketing environment of a business consists of an
internal and an external environment. 
• The internal environment is company-specific and includes
owners, workers, machines, materials etc.
• The external environment is further divided into two
components: micro Environment & macro Environment. 
 COMPONENTS OF MARKETING ENVIRONMENT
• The marketing environment is made up of the internal and
external environment of the business. 
• The internal environment can be controlled, the business has
very less or no control over the external environment.
 MICRO ENVIRONMENT
• The micro environment effects the organisation directly. It
refers to the environment that is most closely Linked to the
firm.
• It comprises of external forces and factors that are
directly related to the business.
• These include suppliers, market intermediaries,
customers, partners, competitors and the public
COMPONENTS OF MICRO
ENVIRONMENT
 CUSTOMER
• Customers are the actual Buyer of
our Goods and Services.
• The Company must study its
customer markets closely Since
each market has its own special
characteristics.
• Customers comprise of the target
group of the organisation.
 SUPPLIERS
• Suppliers are Firms and
Individuals that provide The
resources needed By the
company.
• They are an important link in the
company’s overall performance
and value Delivery System.
 COMPETITORS
• Competitors are the players in the
same market who targets similar
customers as that of the
organisation.
• Conducting Competitor Analysis
is critical For success of the firm.
• A Marketer must monitor its
competitors Offerings to create
strategic advantage.
 MARKETING INTERMEDIARIES
• Marketing intermediaries include
parties involved in distributing
the product or service of the
organisation.
• Marketing intermediaries are
firms that help the company to
Promote, Sell, and Distribute Its
goods to final buyers
 PUBLIC
• Public is any group that has an
actual potential interest in
Organisations ability to achieve its
objectives.
• A company should prepare a
marketing plan for all of thier major
Publics.
THANKYOU