The Marketing Environment

There is no business that works in the vacuum, but as the part of the environment in which it finds itself. An effective and effective marketing strategy depends on the ability of a marketing manager to understand the business environment.

Marketing environment consists of factors or forces influencing or influencing the performance of a selected company

Jain (1981: 69) has determined the marketing environment to include factors that are perceivably indirectly Can directly affect the body. Marketing environmental factors influence the organization through input, and organizations have an impact on the environment as well. The relationship between the organization and the marketing environment is often referred to as "the body inseparable" and the environment is constantly in the state: giving and wearing "or homeostasis.

Marketing environment is a force that affects the company's ability to

The marketing environment consists of two main components: the elements

Internal environment: the internal environment The controllable variables are divided into two groups: strategic variables and non-valued variables External environment : The external environment addresses uncontrollable variables, these variables are called uncontrollable because the marketing manager can not directly control any of the variables. The elements The marketing manager leaves the opportunity to adapt to the environment. B For quick observation, analysis and advance The environmental environment can be divided into two parts, the micro environment and the macro environment:

Micro Environment:

Microcontrolled elements are power or factors in the company Immediate environment that has an impact Is the company's efficient operation in the market. These are the suppliers, distributors, customers and competitors of the forces. Let's talk about the variables in detail.

Suppliers are business customers who sell their goods and services to other business organizations for resale or other products. The behavior of certain forces in suppliers may positively or negatively affect the performance of the customer organization. The critical factors here are the number of suppliers and suppliers in the sector. The control of suppliers allows us to evaluate their strength and bargaining power, which is maintained by suppliers over the industry as a whole. Responses to the issues concerned are potentially able to exploit the ability of industry-based companies to deliver goods and / or services that meet their needs. Today's trend is aimed at buyers trying to persuade the supplier to give exactly what the companies want. This process is known as "reverse marketing"


Customers are those who buy products and / or services produced by the company. Within the buying chain, different people play a significant role before buying a decision. Different effects need to be understood. A customer can be the consumer of the products where he is the user. The critical factor here is that consumers' needs and desires are not static. They change fast. Changes in consumer preferences are an opportunity and a threat to the market. Because of the changes, a separate strategy had to be made to fit into the opportunities window or survive market threats. Good knowledge of consumer behavior facilitates the design and production of goods and services that customers want and want and not what they can produce.


Same industry or market company with another company. Here is the consideration that Enterprise A replaces Company B (Industrial Approach) or Company A, and B wants to meet the same customer demand (market approach).

Source by Robert W Mccormack

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