There is no business that works in the vacuum, but rather as the part of the environment in which it finds itself. An effective and effective marketing strategy depends on the ability of a marketing manager to understand the business environment.

Marketing environment consists of factors or forces influencing or influencing the performance of a selected company Target market

Jain (1981: 69) has defined the marketing environment to include factors that can be perceived directly Or indirectly affect the body. Marketing environmental factors influence the organization through input, and organizations have an impact on the environment as well. The relationship between the organization and the marketing environment is often referred to as "inseparable" and the environment is constantly in the state: to be given or taken "or homeostasis.

The marketing environment from these forces or Which affects the company's ability to

The marketing environment consists of two main components: elements

Internal environment: internal environment Controlled variables are classified into two groups: strategic variables and non-valued variables External environment : The external environment addresses uncontrollable variables, these variables are called uncontrollable because the marketing manager can not directly control any variable. The elements: the marketing manager leaves the opportunity to adapt to the environment. B The fast environmental factor The external environment can be divided into two parts: the micro environment and the macro environment.

Micro Environment:

Microcontrollers are elements of a company's resources or factors in an immediate environment that has an impact on the company's efficient operation in the market. These are the suppliers, distributors, customers and competitors of the forces. Let's talk more about each variables.

Suppliers are business customers who sell their goods and services to other business organizations for resale or other products. The behavior of some suppliers' forces may have a positive or negative impact on the performance of the customer organization. The critical factors are the number of suppliers and suppliers in the sector. The control of suppliers enables us to appreciate their strength and bargaining power, which is maintained by suppliers over the industry as a whole. Responses to the issues concerned are potentially affecting the ability of companies in the industry to provide satisfactory products and / or services efficiently. Today's trend is aimed at buyers trying to persuade the supplier to exactly specify what the companies want. This process is known as "reverse marketing"


Customers are those who buy products and / or services produced by the company. Within the buying chain, different people play an important part before buying a decision. Different effects need to be understood. The customer can be the consumer of products where he is the user. The critical factor here is that the needs and desires of consumers are not static. They change fast. Changes in consumer preferences are an opportunity and a threat to the market. Because of the changes, a separate strategy had to be made to fit into the opportunities window or survive market threats. Good knowledge of consumer behavior facilitates the design and production of goods and services that customers want and want and not what they can produce.


Same industry or market company with another company. Here is the consideration that Enterprise A replaces B (Industrial Approach) or A (Business Approach) and Company B wants to meet the same customer demand (market approach).

Source by Robert W Mccormack