The Marketing Environment

For Marketing Learners Globally

The Marketing Environment

We stated on this website that marketing was about meeting needs and providing benefits and the customer should be the central focus of the business. The companies marketing strategy should be focused around this concept, however, there are factors within the companies marketing environment which can constrain this activity. These factors are both controllable and uncontrollable and have to be carefully monitored by the organisation.
The companies marketing environment can be defined as the 'controllabe and uncontrollabe elements that influence the strategic direction of the company'. The companies marketing environment can be analysed in two broad levels.
The macro environment involves looking at uncontrollabe variables that influence company strategy. This is is discussed further in PEST Analysis.
The micro environment involves analysing controllabe variables close to the company that the company does have an influence over. This usually involves undertaking a stakeholder analysis.. These are looked at in more detail here.

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Recommended Books

Principles of Marketing by Philip Kotler

Principles of Marketing by Frances Brassington and Stephen Pettitt