MARKETING ENVIRONMENT

The actors and forces in a

modern marketing system that can
affect marketing management’s
ability to develop and maintain
successful relationships with its
target customers. So, marketing
environmental factors have a
significant impact on the marketing
process. These marketing
environmental factors can be divided
further into two groups i-e
Micro Environment and Macro
Environment.
MICRO ENVIRONMENT
It includes:-

• Suppliers

• Company

• Competitors

• Marketing Intermediaries

• End User
MACRO ENVIRONMENT
It includes:-

• Demographic

• Economic

• Political

• Technological

• Social and Cultural

 ACTORS
ACTORSAND
ANDFORCES
FORCESIN
INAA
MODERN
MODERNMARKETING
MARKETINGSYSTEM
SYSTEM

Suppliers
Suppliers

Company
Company
Competitors
Competitors (Marketer)
(Marketer)

Environment
Environment

Marketing
Marketing
Intermediaries
Intermediaries

End
End User
User
Market
Market