What is Meant by the Marketing Environment

The marketing environment is the totality of surrounding units, forces and elements that influence marketing activities.

A company's marketing environment consists of groups and external forces or forces that affect marketing's ability to create successful customer relationships. The marketing environment consists of two types of environments: micro and macro environments.

According to Philip Kotler and Gary Armstrong , "A company's marketing environment consists of actors outside of marketing and marketing management that affect the ability to create and maintain successful relationships with target customers."

According to Stephen J. Skinner , "The marketing environment includes all forces outside the organization that directly or indirectly affect marketing activity."

The marketing environment includes:

1. The marketing environment is a group of entities such as the party, the government and the environment.

2. It plays an important role in marketing activities either directly or indirectly.

3. Some elements of the marketing environment are regulated while others are not.

4. The marketing environment creates opportunities, threats, strengths and weaknesses of the organization.

In summary, the marketing environment consists of all the forces and activities that directly or indirectly affect marketing policy, marketing strategies, and programming.