Marketing Environment

Definition

A companys marketing environment consists of the

internal factors & forces, which affect the companys
ability to develop & maintain successful transactions
& relationships with the companys target
customers
- Philip Kotler

Objectives

Know the environmental forces that affect the

companys ability to serve its customers

Realize how changes in the demographic and

economic environments affect marketing decisions

Identify the major trends in the firms natural and

technological environments

Know the key changes in the political and cultural

environments

Understand how companies can react to the

marketing environment