A company’s marketing environment consists of the party and power or forces outside that affect marketing ability to build successful relationships with target customers. The marketing environment consists of the two kinds of environment and they are the micro and macro environment.
Philip Kotler & Gary Armstrong said "A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers."
Steven J. Skinner stated as "The marketing environment includes all the forces outside an organization that directly or indirectly influence its marketing activities."
Included issues of marketing environment are given below:
1. Marketing environment is a sum of elements like party, power and surroundings material.
2. It plays an important role directly or indirectly in marketing activities.
3. Some elements of the marketing environment are controllable and some are uncontrollable.
4. Marketing environment creates opportunity, threats, strengths, and weakness of the organization.
In conclusion, the marketing environment has consisted of all the forces and activities that affect directly or indirectly on marketing policy, marketing strategy and program development.
