1. Marketing Environment

2. Business Environment
• Setting in which a business organization
operates.
• The whole array of conditions , factors and
forces surrounding the business organization
that influence the functioning or the success
of the organization or a manager

3. Marketing Environment
• Forces , factors and actors , within or outside
the organisation , that have the potential of
affecting organizations marketing
opportunities and strategies

5. Marketing Environment
• Micro Environment (Internal Environment)
• Macro Environment (External Environment)

6. Micro Environment (Internal Environment)
• The forces that are close to the company and
affect its ability to serve its customers. It
includes :
• the company itself
• suppliers
• marketing intermediaries
• customer markets
• publics.

7. Macro Environment (External Environment)
• All forces that are part of the larger society and
affect the microenvironment
(PESTLE):
• Political
• Economic
• Socio-cultural
• Technological
• Legal
• Environmental.

8. Political Environment
• includes all laws,
government agencies
and lobbying groups
that influence or
restrict individuals or
organizations.

9. Economic Environment
• The economic environment consists of all
factors-such as salary levels, credit trends and
pricing patterns that affect consumer
spending habits and purchasing power

10. socio-cultural environment
• The socio-cultural environment includes
institutions and other forces that affect the basic
values, behaviours, and preferences of the
society-all of which have an effect on consumer
marketing decisions.

11. Technological Environment
• The technological environment consists of
those forces that affect the technology with
which can create new products, new markets
and new marketing opportunities

12. Legal Environment
• The legal environment also affects an organisation –
even though a company cannot directly influence any
laws – lobbying or becoming part of a trade
organisation is widely accepted in helping to ‘shape’
particular legal decisions.

13. Ecological environment
• Ecological environment refers to all living and non
living thing around us within which we live and
work
• Relevance of ecological environment on the
business is very similar to its relevance to individual.
So business and ecological environment influence
each other in much bigger way than individuals

14. Key steps in environmental analysis of
the macro marketing environment
1) Audit of environmental influences
2) Assessment of the nature of the
environment
3) Identification of the key environmental
forces
4) Identification of the competitive position
5) Identification of the principal opportunities
and threats (SWOT)
6) Strategic position as a result