Chapter 2 Marketing Environment ( BBA 1st Semester ) By Rafique Ahmed
By Rafique Ahmed
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is
a set of forces that affects the
ability to build and maintain
successful relationships with
All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market.
- Forces close to the company that
affect its ability to serve its
- larger societal forces that affect the
It consists of the actors and forces
outside marketing that affect
marketing management’s ability to
develop and maintain successful
relationships with its target customers.
Forces Affecting a
Company’s Ability to
They provide the resources needed to produce
goods and services.
Marketing Intermediaries –
They help the company to promote, sell, and
distribute its goods to final buyers.
Five types of markets that purchase a
company’s goods and services.
Those who serve a target market
with similar products and services.
Any group that perceives itself having
an interest in a company’s ability to
achieve its objectives.
The functional areas inside a company that have
an impact on the marketing department’s plans.