What is Marketing Environment?

Managing the marketing function would be hard enough if the marketer had to deal only with the controllable marketing mix variables. But the company operates in a complex marketing environment, consisting of uncontrollable forces to which the company must adapt. The environment produces both threats and opportunities. The company must carefully analyze its environment so that it can avoid the threats and take advantage of the opportunities.


Marketing management's job is to attract and build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot accomplish this task alone. Their success will depend on other actors in the company's environment. There are two kinds of company's marketing environment. One is company's Micro-environment and second is company's Macro-environment.

The company's Micro-environment includes forces close to the company that affect its ability to serve consumers, such as other company departments, channel members, suppliers, competitors, and various publics, which combine to make up the company's value delivery system.

The company and all of the other actors operate in a larger macro-environment of forces that shape opportunities and pose threats to the company. It includes broader demographic and economic forces, political and legal forces, technological and ecological forces, and social and cultural forces. In order to connect effectively with consumers, others in the company, external partners, and the world around them, marketers need to consider all of these forces when developing and positioning its offer to the target market.

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