The marketing environment refers to internal and external forces that affect an organization's ability to operate successfully. The micro environment includes forces close to the company like customers, suppliers, competitors, and public groups. The macro environment includes broader societal forces like political/legal, economic, sociocultural, technological, and demographic factors. Understanding these internal and external forces is important for analyzing markets and developing effective marketing strategies.

1. Marketing Environment
By : Kiran Amin

2. What is marketing environment?
The forces that directly or indirectly influence
organization’s capability to undertakes its
business.
The marketing environment that refers to that
factors and forces that effect’s the firm ability to
build and maintain successful relationships with
customers.

3. Components of marketing
environment
• Internal environment
• Micro environment
• Macro environment

4. Micro Environment
• The forces close the company that effects its
ability to serve.
• It comprises all those organizations and
individuals who directly effect the activities of
a company.

5. Micro Environment Forces

6. Customer
Customers are the actual buyers of our goods
and services.
The company must study
Its customer markets closely
since each market has its
own special characteristics.

7. Suppliers
Suppliers are firms and individuals that provide
the resources needed by the company
Supply shortages have to b fully monitored and
plans should b made to avoid it

8. Market Intermediaries
Market intermediaries are the firms
that help the company to
promote, sell and
distribute its goods to final
buyers.

9. Competitors
Conducting competitor analysis is critical for
success of the firm
A market must monitor its competitor’s
offerings to create strategic advantage

10. Public
A public is any group that has an actual and
potential interest in or an impact on
organization’s ability to achieve its objectives.
A company should prepare a marketing plan for
all of their major publics

11. Public Groups

12. Macro Environmental
Forces

14. Political & Legal Forces
Includes law, government agencies and pressure
groups that influence or limit various
organizations and individuals in a given society.
• Increasing legislation
• Changing government agency enforcement
• More emphasis on ethics and
social responsible actions.

15. Economic Forces
Effect the consumers purchasing and spending
power. These are studies under economic
factors:
• Variation in geographical income distribution
• Pattern of real growth in income
• Trend of Gross National Product etc..

16. Sociocultural Forces
Socially responsible market is that business firms
should take the lead in eliminating socially
harmful products.

17. Technological Forces
Most dramatic force now shaping our destiny
Changes rapidly
Creating new markets and opportunities
Challenge is to make practical affordable
product

18. Demographic Forces
Demographic data helps in preparing
geographical marketing plans, household
marketing plans etc.
It influence behavior of consumers which in turn
will have direct impact on market place.
A marketer must communicate with consumer
anticipate problems, respond to complaints and
make sure that the firm operates properly.