Week 5 - Marketing Environment

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The marketing environment is the combination of internal and external factors that affect a company’s ability to establish a relationship with its customers. The internal forces are company specific and include owners, workers, machines, and materials. The external forces are divided into two categories. The first category called micro consists of factors engaged in producing, distributing, and promoting the offering. The second category called macro includes large societal forces which affect society as a whole. Every company has to deal with internal and external forces and the most successful company’s adjust and work with the situation they are presented with. The narrowing down process of marketing to develop a strategy has to take into account the marketing environment and how it’s shifting. The variables that affect the marketing environment can’t be controlled and should be looked at as uncontrollable variables. The marketing manager must take that into consideration while trying to acquire customers. 


















I found an article that says the marketing environment is important because the company’s present existence, future existence, profits, image, and positioning depend on it. The environment keeps changing and evolving so a company that understands and analyzes the marketing environment properly can be in business for a very long time. The understanding of the marketing environment can help marketers plan for the future and help them achieve their goals. The knowledge of the marketing environment can help marketers predict what the customer actually wants instead of being distracted by other noise. If a marketer knows the marketing environment then they can tap into new trends and capitalize on them by creating a good plan. Lastly, a better understanding of the marketing environment can help the marketer understand more about the competition and what advantages they have over them and vice versa. If there is a sound understanding of the marketing environment then there is no reason a company shouldn’t take advantage of it.

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