The Marketing Environment

The marketing environment consists of two main parts, the microenvironment and the macroenvironment. “The microenvironment consists of the actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of the larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces.” (Kotler, Marketing: An Introduction, Pg. 65) A company wants to stay on good terms with all of the forces in its microenvironment. Those are all the people and companies we’ll be working with the most. My company will have a special team for the soul purpose of keeping good relations with all the forces in our microenvironment. “Many companies view the marketing environment as an uncontrollable element to which they must react and adapt.” (Kotler, Marketing: An Introduction, Pg. 89) I think this is much more true for macroenvironment than the micro. Your company has no control over what’s currently going on in politics, religion, the economy, or other worldly matters. But you can observe it and be smart about what’s going on to make sure you don’t do anything wrong with your company. There will also be a team working on studying all of what’s currently going on in the macroenvironmental forces so where always up to date with the world around us as well as within us.