MARKETING

ENVIRONMENT
BY
BISWARANJAN SETHY
 ENVIRONMENT

Environment literally Means the surrounding, external objects Influences

Or circumstances under which someone or something exits.The environment of an
organization is the aggregate of all conditions,
events and influences that surrounds and affects it. Since the environment influences
an organization in many ways,its understanding Is of crucial importance.
MARKETING ENVIRONMENT

According to Philip kotler, “marketing environment refers to the

external factors or forces that affect the company’s ability to
devlope and maintain sucessful relationship with its target customers”.
MARKETING ENVIRONMENT
Marketing environment consists of Two
components:

 micro Environment
 macro Environment
MICRO ENVIRONMENT
 It refers to the company’s immediate environment i.e. those environmental
Factors that are in its proximity. These factors affect the company’s
prospects directly.

FACTORS OF MICRO ENVIRONMENT

 Suppliers
 Intermediaries
 Customers
 Competitors
 Public
MACRO ENVIRONMENT

Macro Environment Refer to those factors which are external forces in the company’s
activities and do not concern the immediate environment. These are uncontrollable
factors which indirectly affect the concern’s ability to operate in the market effectively.

FACTORS OF MACRO ENVIRONMENT

 Demographic factors
 Economic factors
 Physical factors
 Technological factors
 Political and legal factors
 Socio-cultrual factors