Marketing environment

Definition
The factors or forces which influence on the marketing activities of any product is called marketing environment. Different writers, professors, and scholars have defined marketing environment in different ways. Some important definitions of marketing environment are given below:
1. According to Philip Kotler & Gary Armstrong,” A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers”.
2. According to Holloway & Hancock,” Marketing environment is the some total of all factors and conditions that act on organism or communities of organism including man”.

At last from the above definitions, we can conclude that, for marketing any product, the controllable or uncontrollable factors or forces and entities which are helping or creating obstacles are called marketing environment.

The marketing environment consists of a microenvironment and a macroenvironment.
• Micro Environment: The actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
The microenvironment includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers.
• Macro Environment: The larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Micro and macro environmental elements
The Microenvironment
Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Figure 1 shows the major actors in the marketer’s microenvironment. Marketing success