Marketing Environment

Posted in Marketing and Strategy Terms, Total Reads: 1603
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Definition: Marketing Environment

It refers to all the factors that affect the ability of an organization to build and sustain relationships with the customers in the market. There are three levels:

(i) Micro Environment – This is the internal environment that exists within the organization such as the impact of the decisions of different business units and functional units within the company

(ii) Meso Environment – This refers to the impact of the industry in which the company is operating in. The effects of the customer markets, resellers and intermediaries, financial conditions and growth are considered

(iii) Macro Environment – This is the external environment that are part of the society and people such as political, economic, technology and legal factors.

 

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