What is Marketing Environment?

What is Marketing Environment?

The marketing environment includes the internal factors and the external factors that 

surround the business and influence its marketing operations.

According to Philip Kotler, "A company's marketing environment consists of the internal factors & forces, which affect the company's ability to develop & maintain successful transactions and relationships with the company's target customer."

From above discussion we can find the following features of marketing environment:

1. Some of them are controllable.
2. Some others are uncontrollable.
3. Influence a company's marketing system.
4. Maintain relationship with the target customer's.

Firms must be well aware of its marketing environment in which it is operating to overcome the negative impact the environment factors are imposing on firm’s marketing activities.