MARKETING ENVIRONMENT

• "Marketing environment consists of the actors and forces outside market that affect marketing Management's ability to build and maintain successful relationships with target customers."
• The marketing environment offers both opportunities and threats. Successful companies know the vital importance of constantly watching and adapting to the changing environment.
• Marketing environment is the agents and forces that are external to the company's environment and that affect the organization in achieving its objectives.
• According to Philip Kotler, "A company's marketing environment consists of the external factors and forces that affect the company's ability to develop and maintain successful transactions and relationship with its taipet customers."
• From the light of above discussion it can be said that marketing environment is the sum total of all forces and conditions that act on organism or communities of organism including man.
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MARKETING ENVIRONMENT
(a) Micro Environment
• Company
• Intermediaries
• Customers
• Competitors
• Public
(b) Macro Environment
• Demographic environment
• Economic environment
• Natural environment
• Technological environment
• Political environment
• Cultural environment