Professional Documents
Culture Documents
Micro-environment
Forces acting directly
on the firm
Macro-environment
-broad and general
Environmental forces
• Marketing is affected by
• Internal processes and procedures
• Allocation of responsibilities within the organisation
• Resource availability
• The extent to which the major functional areas
work together supporting the marketing function to
be customer orientated
• The culture of the organisation
• The attitude of internal stakeholder
• Customers • Employees
• Intermediaries • Trade unions
• Suppliers • Intermediaries
• Competitors • Co-operators (partner
• Local community firms in an alliance)
• Local government • Regulators
• Macro-economic environment
• Political environment
• Social and cultural environment
• Demographic environment
• Technical environment
• Legal and regulatory environment.
Positive Negative